About
“From circular packaging to music tech, I build with purpose, where consumer behavior meets cultural change.”
Em is a cross-border brand strategist and operator with a track record of scaling early-stage consumer companies across entertainment, CPG and sustainability.
She co-founded OOM Earth, a reusable packaging platform for beverage and beauty brands, after spotting an inflection point in sustainability-driven purchasing behavior. The company tripled revenue in its first year and partnered with premium retailers including Erewhon. She built the operational backbone from scratch, spanning digital systems, retail execution, and fulfillment infrastructure. The circular model delivered a 3.8x lift in customer LTV and a 60% repurchase rate. While the business proved PM fit with a long line of brands in waitlist, the capital intensity required to scale taught her how to evaluate defensibility, margin structure, and capital strategy with greater discipline.
Prior to that, Emily led growth and marketing at WAV Media, a music & concert livestream platform, as a part of NAVER Corp’s U,S. expansion. At a time when concert livestreaming was still emerging, she launched the platform to #1 in the App Store’s Music category, scaled its user base to over 200,000, and directed campaigns with artists like Kanye West, Doja Cat, and Black Coffee. Her work helped position WAV for global expansion through a partnership with VLIVE, Korea’s top K-pop app.
Emily is sharp in identifying shifts in consumer behavior early and building operational and brand systems that meet the moment. Her experience spans beauty, entertainment, sustainability, and cultural tech, with fluency in innovations from Los Angeles and Seoul.
She believes in global brands, subcultural signals, and building the kind of companies people talk about before they hit the shelves.
If you’re one of those brands, please reach out.
Work featured in
✶ Cultural Strategy & Innovation
✶ Brand
✶ Go-To-Market
✶ Partnerships