Everware | Cangshan Cutlery

As Integrated Marketing Lead at Everware International, I lead end-to-end marketing strategy and execution for a multi-brand portfolio, including Cangshan Cutlery, New Star Foodservice, and the development of a new Made-in-USA brand. My role primarily focuses on brand design, creative strategy, and revenue growth across DTC and omnichannel platforms.

Key Impact:

• Delivered YoY DTC growth of 31% in Shopify site sales, 35% in conversions, and 47% in order volume by leading full-funnel creative and digital strategy.

• Led cross-functional brand refreshes, establishing a consistent visual and narrative identity across web, email, social, packaging, and paid media channels.

• Managed annual paid media budget in collaboration with QRY agency, driving a 26.7% increase in impressions, 20.4% lift in purchases, and 10% growth in attributed revenue through platform expansion, audience segmentation, and creative testing.

• Directed Cangshan’s DTC lifecycle marketing, growing email-driven revenue by 22% and reducing cost by 28% -- scaling campaign ROI from 8x to 29x.

• Supported go-to-market strategy for a domestic manufacturing initiative, launching a new U.S.-made brand and unlocking a high-growth segment for the business.

• Led testing and performance analysis across digital and retail channels, implementing insights to increase channel efficiency, customer engagement, and brand cohesion.

Beyond campaign execution and optimization, I’ve played a central role in sustaining marketing momentum through leadership transitions, team restructuring, and shifting market conditions. I’ve assumed expanded ownership of strategy across brand, PR, digital, and eCommerce channels - ensuring operational continuity, surfacing cross-functional insights, and identifying high-impact growth opportunities. 

My work continues to strengthen brand direction, streamline operations, and drive long-term value across the Everware brand umbrella.