I co-founded Mentopig, a Lunar New Year gifting brand built to deliver culturally resonant products for Asian families, leading the go-to-market strategy, public relations, creative direction, and overall marketing approach from zero. I facilitated cross-functional ideation sessions with a 23-person team to translate business goals and technical constraints into scalable marketing solutions, and established social media SOPs and sales enablement training to drive operational efficiency across the organization.

To build early traction, I launched targeted PR campaigns, coordinated a feature with SCMP, a leading local news media company, and implemented email automation workflows that worked together to produce 35x follower growth, $20K+ in revenue, and 90% inventory sell-through within 12 days of launch. The results demonstrated that a clearly defined content system, combined with disciplined execution, can compress the timeline from brand launch to meaningful market presence.