12 Matcha

• Led internal and external brand communication strategy across digital channels, in-store experience, and internal culture, defining voice and messaging to ensure consistency across all touchpoints.

• Managed influencer and media strategy, overseeing outreach, partnerships, and social communications to drive visibility and cultural positioning.

• Built and executed cross-channel content systems for social media, email, reviews, and internal tools, aligning brand storytelling with growth goals and operational clarity.

• Developed strategic initiatives including the launch of the private tea tasting experience and the development of internal frameworks that strengthened team communication and brand culture.