As a key member of the Papyrus creative team, I played a pivotal role in shaping the brand into a premium industry leader. I specialize in combining innovative product concepts with precise market strategies, and through data-driven decision-making, cross-functional collaboration, and strategic leadership, I successfully navigated market challenges and delivered outstanding results across multiple areas.
Achievements
Strengthening Brand Strategy & Market Positioning
Revamping Brand Aesthetics & Consumer Segmentation
I was part of the core team driving a full brand aesthetic refresh. By conducting in-depth market trend analysis, we successfully introduced 35 new trends, 50 new artists, and 200 new typefaces, significantly elevating the brand’s modernity and diversity.
I also contributed to five key consumer insight projects (including Gen Z focus groups and in-store shopping observations). These initiatives gave us a clearer understanding of next-generation consumers and led to the development of three new consumer segments—The Party Goer, The Party Thrower, and The Lifestyle Enthusiast—ensuring that our product portfolio meets the needs of all generations.
Guiding Visual & Support Market Strategy
I helped establish a design style categorization system to ensure products appeal to different consumer preferences. This approach balanced aesthetics with price accessibility, enabling the brand to expand retail distribution.
Driving Product Innovation & Business Growth
Leading Design Innovation & Expanding Product Lines
I collaborated on multiple product development initiatives, turning creative concepts into successful market-ready products:
・Celebrations Expansion: Co-developed 14 gift bag collections, 21 party themes, and a new Target seasonal end-cap program. These cohesive collections enhanced retail visibility and secured additional shelf space, setting the stage for growth.
・“Simple” Series Success: Leveraging insights into Gen Y and Gen Z consumers, the team launched the “Simple” series. In Target test stores, the collection captured 40% of department sales, proving its strong appeal to younger demographics.
・New Product Development: In the most recent fiscal year, Our team initiate 21 product plans covering 515 new SKUs, consistently bringing freshness to the marketplace.
Technical Integration & Process Optimization
・Channel Expansion: Introduced new product formats on Amazon and other e-commerce platforms, tailored to online consumer needs.
・Technical Excellence: Leveraged expertise in four-color printing and specialty finishing techniques to uphold Papyrus’ high design standards. Coordinated seamlessly across illustrators, editorial, production, sourcing, and marketing to deliver projects on time and with efficiency.
Financial Resilience & Growth Amid Challenges
Despite external market headwinds, our team’s efforts in product development and design strategy drove strong POS performance:
Everyday cards achieved +8.7% year-over-year growth at the Top 5 retailers.
Seasonal and creative products delivered +2.1% year-over-year growth.
Advancing Social Responsibility & Diversity
I believe a successful brand must embrace social responsibility and inclusivity:
・Diversity-Driven Design: Developed the new Latino Heritage series and refreshed collections such as Soulful, Pride, and Lunar New Year, reinforcing Papyrus’ commitment to cultural inclusivity and expanding its consumer reach.
・Supporting Breast Cancer Research Foundation (BCRF): As part of the core brand team, I helped sustain our long-term partnership with BCRF. Since 2007, Papyrus has funded over 3,300 hours of breast cancer research through limited-edition card sales, enabling consumers to contribute to a meaningful cause while expressing themselves.
