Yami was a young organization when I joined. There were many foundations that needed to be established to propel the company to the next level. I built up the martech infrastructure, CRM, personas, data structure and measurement framework to drive high growth while increasing the efficiency of marketing spend. I restructured the marketing org and cultivated a high performing team to fuel continued growth. The brand has since achieved a prominent presence among Asian communities in America and abroad. Today Yami is the largest Asian ecommerce platform in North America.

As the brand penetration peaks among the core audience groups, I’m leading the next chapter of growth identifying new audience groups (via segmentation & consumer insights study), redefining brand identity (via rebrand, site & app redesign, creative update, content refresh), and channel expansions.