Everware | Cangshan Cutlery

I currently serve as the Brand Marketing Associate for Everware International, driving brand, sales, and e-commerce growth for a family of cookware brands, including Cangshan Cutlery, New Star, and the launch of a new 'Made in USA' brand.

Primary Responsibilities and Contributions:

• Spearheading full-stack execution of creative and digital strategies, achieving 31% growth in D2C site sales, 35% in conversions, and 47% in orders YoY

• Developing branding refreshes across the portfolio with cohesive visual identity and assets across all marketing channels

• Managing integrated media campaigns, email marketing, packaging, print, social, web, and events to align with brand positioning and growth objectives

• Leading $400K+ paid media budget management in collaboration with QRY agency, increasing impressions by 26.7%, purchases by 20.4%, and attributed revenue by 10% YoY through targeted ad testing, niche platform expansion, and strategic optimizations

• Overseeing Cangshan’s D2C email marketing and customer loyalty platform, driving 22% revenue growth, 42% increase in orders, and reducing cost by 28%, resulting in campaigns ROI increasing from 8x to 29x

• Supporting the launch and positioning of a 'Made in USA' cookware brand as a key part of the company’s domestic manufacturing initiative, driving segment expansion and new market entry

• Conducting in-depth analysis and testing to optimize omnichannel performance, implementing efficiencies and learnings that contribute to overall brand goals and streamlined operations

Beyond marketing execution, I played a pivotal role in refining and amplifying brand identities across the Everware portfolio, ensuring cohesion and resonance with our target audiences. These efforts have translated into measurable growth in revenue, audience engagement, and operational efficiency.