Everware | Cangshan Cutlery

As Integrated Marketing Lead at Everware International, I was responsible for the end-to-end marketing strategy and execution for a multi-brand portfolio that included Cangshan Cutlery, New Star Foodservice, and the development of a new Made-in-USA brand. My role primarily focused on brand development, multimedia design, creative & digital strategy, channel management, and performance growth across retail, DTC, and omnichannel platforms.

Key Impact:

• Delivered YoY DTC growth of 31% in Shopify site sales, 35% in conversions, and 47% in order volume.

• Executed omnichannel branding refresh initiatives, establishing a consistent visual and narrative identity across retail, packaging, and events, as well as web, email, social, and paid media channels.

• Managed paid media channels, ad planning, and annual 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 strategic platform expansion, funnel segmentation, creative testing, and proactive or real-time campaign optimization.

• Owned Cangshan’s DTC email marketing and retention/royalty/review platform (Yotpo), increasing attributed revenue by 22% and reducing cost by 28% -- scaling campaign ROI from 8x to 29x.

• Supported brand development and go-to-market strategy for the opening of the company's first domestic factory and launch of the new U.S.-made brand -- instrumental in realizing top company initiatives and unlocking a high-growth segment for the business.

• Spearheaded testing and performance analysis across digital channels, implementing learning and insights to optimize performance, efficiency, engagement, and brand cohesion.

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

Despite consistent challenges such as limited support or bootstrapped resources, my work has proven to be a key investment into the brand identities, visual aesthetic, operational improvements, and long-term market value across the Everware brand umbrella.