I co-founded Mentopig, a Lunar New Year gifting brand to deliver culturally resonant products for Asian families. I led the go-to-market strategy, oversaw public relations and creative direction, and developed the brand’s marketing and sales approach. Additionally, I established social media SOPs and supported sales enablement training to drive operational efficiency.

During this venture, I facilitated cross-functional ideation sessions with our 23-person team to translate business goals and technical constraints into scalable marketing solutions. I coordinated a feature with SCMP, a leading local news media company, and provided a clear, compelling brand statement during the interview to enhance visibility.

To accelerate early traction, I launched targeted PR campaigns and implemented email automation workflows, resulting in 35x follower growth, $20K+ in revenue, and 90% inventory sell-through within 12 days of launch.