Hi, I'm Su Pak.

The Background

My career started working with Fortune 500 brands, where I learned how great brands are built from the ground up: the strategy, the story, the execution. From there I moved into consumer goods, where I got deep into product marketing, go-to-market strategy, and what it actually takes to move buyers.

Eventually, I found my way into the contract furniture industry. That's where everything clicked. CFI is a world where relationships matter, where product quality is genuinely exceptional, and where the marketing often doesn't come close to matching the quality of what's being sold.

Why CFI

The contract furniture industry is full of smart, hardworking people making genuinely great products. But most manufacturers and dealers are still relying on marketing approaches that were built for a different era. Trade shows, static catalogs, rep relationships. These still matter, but they're not enough anymore.

Designers and buyers have more options than ever. Your story needs to be sharp, your positioning needs to be clear, and your marketing needs to work as hard as your sales team does. That's the gap I exist to close.

What I Do Differently

I don't come in with a generic playbook. Every engagement starts with deep listening: understanding your market, your competitors, your buyers, and your goals. From there we build a strategy that's specific to you, executed with precision, and designed to produce measurable results.

I work with manufacturers, dealers, and CFI publications because each segment has a distinct set of challenges and opportunities, and I've developed real expertise in all three.