HEALTH INNOVATIONS FOR CLEANER, COMFIER PETS
HICC is a global, high-growth pet CPG company operating across the U.S. and Asia, focused on building innovative, grooming and wellness everyday products.
As Global Brand Manager, I led brand strategy and execution across international markets, bridging teams in Hong Kong, Singapore, and the U.S. I oversaw end-to-end marketing initiatives—including brand positioning, campaign development, content, and go-to-market strategy—while aligning cross-functional teams to support rapid growth and operational scale.
Role & Responsibilities
Led U.S. marketing strategy and execution for HICC Pet®, a growing international consumer brand with teams across the U.S. and Asia. Built and scaled the U.S. marketing function at an early-stage startup, owning a $1.5M P&L while establishing cross-team SOPs, communications, and operating rhythms across regions. Directed brand partnerships, experiential and tradeshow marketing, community-building initiatives, and consumer-generated content campaigns to drive awareness, engagement, and retail growth.
Results:
Launched and managed high-impact brand partnerships and experiential events, led U.S. tradeshow strategy for Global Pet Expo and SuperZoo, and built scalable marketing systems to support international collaboration and long-term growth.
Bark at the Park with Seattle Mariners
One of the most fun projects I led was HICC Pet’s partnership activation for Seattle Mariners Bark at the Park, an experiential event bringing dog lovers and their pets together at the ballpark. The activation focused on community engagement, brand visibility, and live consumer connection—integrating in-stadium presence with social and digital touchpoints to create a memorable, pet-first brand experience.
The partnership consisted of the following elements:
3 in-park digital takeovers days including before game videos, full take over of in-park game LED signage across multiple innings, and branding on the pitchers mound.
During the in-park takeovers, we had a live activation in the Bark area where dogs and their owners could come try out products and take samples home. We also hosted a co-branded photo booth with the Mariners. Each Bark guest received a co-branded item (leash, bandana, and water bowl)
With our sponsorship we also were able to select the opening pitch for the game, which we utilized to highlight our retail partners as well as digital contest winner.
We received 15 comp tickets per game which we were able to gift to retail partners, influencers and content creators to generated UGC from the event.
3 batters practice attendances to gift which we used in sales contests prizes.
A private sponsor day at the ball park where we could send 2 guests to play catch, bat from home plate and get custom jerseys.
Finally, a digital contest (see more info below.)
On June 10th, 2024 during the last play of the game, Cal Raleigh hit a walk off grand slam directly over one of our largest digital billboards in the stadium. It was one of the top plays of the week, being repeatedly played across national sports broadcasting and trending on Mariners social accounts. We were reported as one of the most searched sports partnerships for the next 2 weeks.
Pictures from the Park
