OMNIFOODS

Marketing & Business Development Consultant (2021-present)

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social media & influencer

I served as one of the founding members of OmniFoods US, working with two local staff to launch and expand OmniPork, their flagship plant-based meat product, into the US market. Prior to and during our first-wave launch on Earth Day, I managed social strategy on @omnifoods.global (previously @omnipork) by developing a monthlong content calendar, writing and designing posts, organizing influencer seeding, and conceptualizing Instagram giveaways. Ultimately, the launch campaign drove 40% follower growth and maintained 12% engagement throughout the month of our nationwide debut.

    • Wrote and designed daily content for our first- and second-wave launches; worked closely with our foodservice partners to ensure that OmniPork branding is integrated consistently across their own marketing.

    • Researched and contacted over 100 influencers in the plant-based, foodie, and/or Asian American community to promote the restaurant debut of OmniPork in the US; served as the primary contact for our LA and SF foodservice partners to coordinate influencer tasting. Notable influencers include the cast of Netflix’s Bling Empire and AsianBossGirl.

 

business development

Aside from marketing, I have been helping OmniFoods grow their foodservice partnerships in the US by pitching OmniPork products to local restaurants. Specifically, I research prospects based on their current offerings, schedule one-on-one introductions with the chef and/or business owner to pitch our products, arrange samples for delivery – and once they decide to move forward, I work with them to deliver unique marketing programs and to ensure that they properly use OmniPork branding, from briefing, to creative reviews to execution of marketing materials.

  • Accounts: CHIFA, RamenHood, MANEATINGPLANT, Rice Box, Little Fatty, Morning Nights, The Lucky Pig, Kensho Vegan Sushi

    • Designed a physical OmniPork menu card for RamenHood’s take-out bags to promote its OmniPork offerings and increase brand awareness among customers; created social content for MANEATINGPLANT’s OmniPork food truck tour to ensure cohesive marketing and messaging across both Instagram accounts.

    • Developed and maintained relationships with foodservice partners, notably CHIFA, RamenHood, MANEATINGPLANT, Rice Box, Little Fatty, and Morning Nights, with whom I worked to secure complimentary tastings for our extensive lineup of influencers.

    • Worked with Vegan Distribution (wholesale distributor) to design and implement a B2B email campaign to promote OmniPork among its foodservice and retail partners.

 

email marketing

Inspired by my full-time work in email marketing at simplehuman, I was excited to help OmniFoods launch their email program for US customers. I updated the signup unit on omnifoods.co/us to be more visible, provided copy and design direction for a Welcome email series (in progress), and have been working with graphic designers from the Hong Kong office to improve our biweekly B2B and B2C campaigns. Since the creative update, which consists of utilizing a more distinct visual hierarchy in the email layout, experimenting with animated GIFs, optimizing font size and amount of text for mobile users, and adding prominent call-to-action buttons, the average click rate for email campaigns has increased from 0.85% to 3.9%.

ecommerce content

I first worked at Green Monday (parent company of OmniFoods) as a college intern in 2018, during which I helped launch greencommon.com, an online marketplace for plant-based food products. During my two-month internship, I wrote site copy for the “Plant-based Meat” category (including OmniPork, Beyond Meat, Gardein, JUST, and Daiya), retouched images for over 500 product pages, organized nutrition information in the database, researched and compiled data for the Shop Locator, and created numerous blogs in English and Chinese.