← Back to Projects
Competition · Strategy · Brand

ICBSC
Competition

The 62nd International Collegiate Business Strategy Competition — a global simulation where teams run a company from the ground up, competing across strategy, marketing, finance, and operations. Role: Chief Marketing Officer.

About

The Competition

Competition
ICBSC
62nd Annual · 2026
My Role
CMO
Chief Marketing Officer
Team Size
3
MBA students, UCR

ICBSC is an international business simulation hosted by Cal State Long Beach, where university teams compete by running a simulated company across multiple rounds. Teams make real strategic decisions — pricing, production, marketing spend, R&D investment — and are evaluated on business performance. The 2026 competition runs January through April, culminating in a 3-day on-site intensive in Anaheim.

Brand

Citrion

Our Brand

Citrion
Lip Care,
Elevated.

Peptide-infused tinted lip balms for effortless color and care.

Citrion was built as the marketing vehicle for our ICBSC simulation. As CMO, I developed the brand identity, positioning strategy, and built the product website from scratch to demonstrate how a real DTC beauty brand would present itself to consumers and investors.

Beauty / Skincare DTC Brand Brand Strategy Web Design
Visit Citrion Site ↗
citrion.site
Responsibilities

My Role as CMO

B
Brand Identity
Developed Citrion's name, visual identity, tone of voice, and positioning as a premium-yet-accessible DTC lip care brand targeting Gen Z and Millennial consumers.
W
Website Build
Designed and built the full Citrion product website from scratch — including product pages, brand story, investor portal, and contact form. Built independently as the team's CMO.
S
Go-to-Market Strategy
Led the team's marketing strategy — including channel selection, target audience definition, and budget allocation across the simulation rounds. Results pending competition completion.
Strategy

Marketing Strategy

→
Coming Soon
Full Strategy Breakdown
Detailed breakdown of Citrion's go-to-market strategy, channel allocation, audience segmentation, and campaign decisions — to be added when the competition concludes.
Analytics

Data Analysis

📊
Coming Soon
Simulation Performance Analysis
Analysis of market share data, EBT growth, demand forecasting accuracy, and campaign ROI across all simulation rounds — to be published after competition results are released.
Results

Competition Results

🏆
Pending · April 2026
Results Announced After Anaheim Finals
The 2026 ICBSC competition culminates April 23–25 in Anaheim, CA. Final rankings, performance metrics, and key takeaways will be added here after the on-site intensive phase.