GTM Product Launches
Supported product development and go-to-market execution for a fast-growing Asian food brand. Coordinated cross-functional teams, managed timelines, and helped translate business needs into clear requirements and launch-ready deliverables.
The Mission
A-Sha Foods is a premium Asian noodle brand scaling rapidly in the US market. They were growing fast but lacked the structure to keep up — launches felt improvised, handoffs got lost, and no one had a clear picture of where things stood.
They needed someone to bridge the gap between product vision and execution. I stepped in to build the systems that would make launches repeatable, not just survivable.
Building from Zero
There was no playbook when I arrived. No templates, no standardized timelines, no single source of truth for launch status. So I built it — piece by piece — while simultaneously supporting active product launches.
Team Coordination
Coordinating cross-functional teams across product development, marketing, operations, and logistics
Timeline Management
Managing milestones and deliverables to keep launches on track
Spec Development
Translating business needs into clear, actionable product requirements and specs
Creative Support
Supporting packaging and creative development with product-level input and competitive benchmarks
Analytics
Building dashboards and internal reports to track performance and surface insights
GTM Alignment
Aligning pricing, packaging, and go-to-market timelines across retail and DTC channels
Documentation
Creating structured handoff materials so nothing fell through the cracks
Built the company's first structured go-to-market process from scratch — and the team kept using it after I left.
Creating Clarity
In a startup moving this fast, my biggest contribution was clarity. I focused on creating structure where there was none — requirement templates, review cadences, status dashboards — so every stakeholder knew exactly what was expected and when.
The goal wasn't to slow things down with process. It was to remove the ambiguity that was already slowing things down. When everyone can see the plan, everyone can move faster.