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PHILIP HUANG

PHILIP HUANG is a Brooklyn-based fashion brand founded in 2016 by Philip Huang and Chomwan Weeraworawit.

PHILIP HUANG represents clothing from indigenous knowledge and artisanal heritage with contemporary designs. The brand truly embraces artisanal intelligence and uses colors from nature, specifically from local plants such as Indigofera Tinctoria, Mangifera indica, and Pterocarpus macrocarpus, and natural minerals.

In this role, I worked at the intersection of performance marketing and sustainability-driven storytelling, translating the brand’s craftsmanship, cultural storytelling, and artisanal identity into scalable, performance-driven digital formats.

The brand also emphasizes the importance of community. PHILIP HUANG has a strong connection with the artisan groups in Sakon Nakhon: Indigo Grandmothers and Pakkamphu Village. As the brand brings traditional knowledge to a global audience, local artisans also have a platform to showcase their creations. PHILIP HUANG also collaborates with artists such as Udomsak Krisanamis and Rirkrit Tiravanija, and expands its Indigo world by participating in the Wonderfruit Festival (Thailand) and pop-up shops in various locations.

PHILIP HUANG is more than just a slow and ethical fashion brand, the brand represents the people, the community, the knowledge, and the land. The harmony of it all makes the brand what it is today.

Brand Identity

The brand also emphasizes the importance of community. PHILIP HUANG has a strong connection with the artisan groups in Sakon Nakhon: Indigo Grandmothers and Pakkamphu Village. As the brand brings traditional knowledge to a global audience, local artisans also have a platform to showcase their creations. PHILIP HUANG also collaborates with artists such as Udomsak Krisanamis and Rirkrit Tiravanija, and expands its Indigo world by participating in the Wonderfruit Festival (Thailand) and pop-up shops in various locations.

PHILIP HUANG is a slow fashion brand rooted in craftsmanship, community, and traditional knowledge. The brand works closely with artisan groups in Thailand, bringing cultural heritage and natural dye techniques to a global audience.

Digital Marketing Challenge

PHILIP HUANG has a strong brand identity rooted in craftsmanship, community, and cultural storytelling. However, in digital marketing, there was a gap between brand storytelling and e-commerce performance. The visual identity was strong, but campaigns were not consistently optimized for conversion, measurable results, and scalable digital growth.

Creative assets for displayed ads

Creative Strategy for Artisanal Brand Positioning

  • Developed visual concepts and creative assets for paid advertising, translating the brand’s artisanal identity, craftsmanship, and cultural storytelling into performance-driven digital formats.
  • Created and tested multiple creative directions to evaluate audience response, combining performance marketing with consumer insight while maintaining brand authenticity.
  • Managed campaigns across Meta and Google Ads, including budget allocation and performance monitoring, while continuously optimizing creatives based on KPI trends.
  • Focused on visually-driven storytelling to highlight product details, textures, and brand values, ensuring consistency with PHILIP HUANG’s positioning in the fashion and lifestyle space.

Impact

Drove measurable improvements in campaign performance through structured creative testing and optimization, increasing CTR and reducing CPC while improving conversion rates through stronger alignment between ad creatives and landing pages.

Ensured that performance marketing execution remained aligned with the brand’s values of craftsmanship, transparency, and sustainability.

Website & Performance Optimization

In addition to campaign execution, I supported website performance and user experience optimization to ensure alignment between traffic acquisition and conversion to ensure alignment between traffic acquisition, conversion, and brand experience.

  • Analyzed site performance using tools such as GTmetrix to identify loading and usability issues
  • Optimized website performance and tracking through Shopify and Google Analytics 4
  • Implemented improvements in Shopify (including theme adjustments and front-end elements) to enhance user experience
  • Improved user flow and site structure to support better navigation and conversion

SEO & Search Visibility Optimization

Supported organic growth by aligning SEO strategy with brand storytelling and sustainability-focused keywords.

  • Optimized meta titles and descriptions based on keyword research to improve search relevance and click-through rates
  • Improved product page visibility on SERPs through structured Shopify SEO optimization
  • Implemented on-page and technical SEO improvements, including tracking setup via Google Analytics 4 and Google Tag Manager
  • Ensured proper indexing and crawling of website pages using Google Search Console
  • Drove organic growth by aligning SEO strategy with brand storytelling and sustainability-focused keywords

Performance Results

  • Delivered measurable growth while maintaining alignment with the brand’s identity, values, and long-term positioning
  • Achieved first-page ranking on Google for brand-related search queries, improving overall search visibility
  • Improved website performance to a score of 89% (GTmetrix), with optimized loading speed (LCP: 746ms, TBT: 116ms, CLS: 0), enhancing user experience
  • Increased overall e-commerce conversion rate by an average of 1.6% month-over-month in 2023
  • Improved Meta and Google Ads performance through structured creative testing and optimization, increasing CTR by 24.7% and reducing CPC by 12.38%
  • Increased conversion rate by 8.92% through better alignment between ad creatives and landing page experience
  • Increased organic search traffic (Google) by approximately 1.2% month-over-month
  • Enhanced SEO performance on Shopify, contributing to improved visibility and search presence across Google