Krystal Weng
New York
Summary
Founder and brand director with a successful history at ICHA CAFE INC., generating over $1M in annual sales. Specializes in community operations and content strategy, leading to substantial revenue growth through innovative marketing initiatives. Bilingual in English and Mandarin, proficient in utilizing social media to boost brand visibility and engagement.
Overview
6
6
years of professional experience
Work History
Cross-border E-commerce Specialist
Wholee
London (Remote) / Hangzhou
01.2022 - 01.2023
- Spearheaded operations for cross-border food and lifestyle categories targeting the U.S. and European markets, with a focus on trend-sensitive SKUs such as snacks, beverages, and cooking kits.
- Conducted market research on global F&B trends, localized user preferences, and emerging creator content formats to support category growth and influencer collaboration.
- Collaborated with product and content teams to optimize listings, drive visual storytelling, and support platform-wide promotional campaigns around seasonal food topics.
- Helped incubate and manage a pool of creators and sellers in the food category, assisting with onboarding, training, and feedback collection to ensure alignment with platform tone and user interests.
- Provided regular insights through data analysis, UGC monitoring, and competitor benchmarking to inform growth strategies and localized campaign execution.
Business Development Assistant
Alibaba International (Tmall Global US Team)
Remote
01.2022 - 01.2022
- Supported onboarding of U.S. lifestyle and food brands to Tmall Global through cross-border e-commerce programs.
- Conducted market research and brand scouting; translated food culture trends into curated cross-border launch proposals.
- Assisted in coordinating virtual events and internal brand pitch materials, helping several SMEs successfully enter the Chinese market.
Founder & Brand Director
ICHA CAFE INC.
New York
01.2017 - 01.2022
- Launched and operated an independent cafe brand that reached $1M+ annual sales and served 100K+ customers in Greater New York.
- Led the brand from concept to execution: spatial design, drink menu development, social media operation, local event planning, and seasonal marketing campaigns.
- Built a loyal community of food lovers by leveraging social content, user feedback, and holiday campaigns.
- Managed influencer collaborations, boosting seasonal item visibility and driving 30%+ YoY revenue increase.
- Designed and executed localized F&B campaigns, including cultural events (e.g. Lunar New Year, Sakura Spring Series) that integrated story-driven content and experiential design.
Operations Intern
Amazon.com
New York
01.2021 - 01.2021
- Supported marketing content and logistics coordination for niche product launches, with a focus on food & home categories.
- Conducted A/B tests on product page content and analyzed customer feedback to improve listing performance.
Education
M.A. - Journalism & Communication
Zhejiang University
HangzhouB.A. - Asian Studies
University At Buffalo, SUNY
Buffalo, NYSkills
- Community operations and creator management
- Content strategy and campaign planning
- Social media platforms: Instagram, TikTok, Xiaohongshu, WeChat, Douyin
- Tools: Excel, Notion, CapCut, Canva, Adobe Suite, Google Analytics
- Languages: English (fluent), Mandarin (native), Japanese (intermediate)
Projects
Holiday Dessert Series Campaign (ICHA CAFE), Designed visual concept and content rollout for seasonal dessert drinks. Collaborated with 5 local influencers and generated 20K+ impressions across Instagram and Xiaohongshu., Cross-border Brand Storytelling (Alibaba Intl.), Co-created bilingual product storytelling scripts for U.S.-based wellness snack brands entering China; helped increase product CTR by 17%.
Timeline
Cross-border E-commerce Specialist
Wholee
01.2022 - 01.2023
Business Development Assistant
Alibaba International (Tmall Global US Team)
01.2022 - 01.2022
Operations Intern
Amazon.com
01.2021 - 01.2021
Founder & Brand Director
ICHA CAFE INC.
01.2017 - 01.2022
M.A. - Journalism & Communication
Zhejiang University
B.A. - Asian Studies
University At Buffalo, SUNY
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