Adeena Hakim

Adeena studies International Trade and Marketing at the Fashion Institute of Technology, with a double minor in Economics and Integrative Wellness.

She founded her own digital marketing business at age 12, successfully managing a diverse portfolio of campaigns spanning industries such as beauty, non-profit organizations, and luxury fragrances, while collaborating with global clients.

Adeena was recognized as a 2025 Fashion Scholarship Fund Scholar, an accolade awarded to the country’s most talented students shaping the future of the fashion and business industries. As President of Collegiate DECA at FIT, Adeena is dedicated to empowering the next generation of business leaders. She has represented SUNY and New York State at the international level, winning two medals at 2024’s ICDC.

Award-winning 2025 Fashion Scholarship Fund Case Study

This year’s FSF case study focused on how digital technology can engage consumers throughout the marketing funnel. I chose Oura (known for their Oura ring) as my company, creating a strategic plan to further the company’s vision and impact.

My plan focused on women’s health, inspired by Oura’s existing commitment to the space. I introduced a new personalization feature powered by AI, and created a comprehensive marketing plan that utilizes technology to boost engagement and customer loyalty, as well as track KPIs. My AI and AR integration into their marketing reinforced Oura’s innovative brand identity, while also equipping the brand with the ability to continue to empower people on their health journeys.

International award-winning start-up business plan

Developed a comprehensive start-up business plan, incorporating an integrated marketing communications strategy, detailed financial projections, and a three-year strategic growth plan. Delivered a professional presentation to a panel of judges acting as investors at Collegiate DECA’s International Career Development Conference in Austin, TX, winning 5th place on the international stage.

Volunteering & Industry Engagement

  • Adweek NY 2023

    Attended Advertising Week New York 2023 and heard from leaders in the advertising and media industries, networked, and interacted with various brand activations from Google to Canva.

  • 36th Annual USFIA Apparel Importers Trade & Transportation conference

    Hosted at Fashion Institute of Technology, we heard from speakers about customs policies, due diligence, UFLPA, and the enforcement of textile policies and their impacts on the fashion industry.

  • Industry Event @ FIT, with the U.S. Cotton Trust Protocol

    Volunteered with the International Trade and Marketing department at FIT to facilitate an event featuring speakers from the U.S. Cotton Trust Protocol.

  • Industry Event @ FIT: Foreign Trade Zones

    Volunteered with the International Trade and Marketing department at FIT to host an industry event with professionals from the US Department of Commerce, Port Authority of NY/NJ, Citrin Cooperman, and more.