Innocean Worldwide HQ

2020 - present

Brand: Hyundai Genesis, Hyundai N Brand

Hyundai Genesis - Product: Brand: Hyundai Genesis, Hyundai N Brand

Hyundai Genesis - Product: Lead of global product campaigns such as 2020 G70 F/L, and 2021 GV60. In charge of all IMC touchpoints such as building a competitive strategy for the product, key visuals, OOH, producing main campaign films, USP films, world premiere films, and offline collaboration events. In addition, lead all pre-production, production, and post-production phase of the campaign before launch. Also, head of handling aligning the product strategy and positioning that is unique to the category as well as implementing a symbolic identity to align with Genesis’ long term vision as an EV brand for Genesis’ first-ever dedicated EV, The GV60. Also in charge of Korea-specific product campaigns for the aforementioned products. Managed day-to-day communication with clients, finance & billing as well as talking to different parts of the agency (creative, production, customer experience, finance) and production. 

Hyundai Genesis - Brand: Co-project manager for 2021 Genesis Vision Announcement, held live on Youtube. After over a year of being part of the task force team of branding and creating a roadmap for Genesis’ short-term and long-term vision, strategized the storyline for Genesis Vision Announcement that was unveiled in September 2021. Also in charge of the pre-production, production, and post-production aspects of the campaign. Managed day-to-day communication with clients, finance & billing as well as talking to different parts of the agency (creative, production, customer experience, finance) and production. 

Hyundai N Brand: In charge of the global 2020 Hyundai World Rally Championship win film campaign, released worldwide. Collaborated with Universal group and world closely with Hyundai Motorsport Division to create an emotional, meaningful, celebratory campaign to show appreciation to the team’s sportsmanship and dedication.

Havas (Seoul)

2018-2020

Emirates: Head account for Emirates Airlines, overseeing, planning, and creating all brand and tactical campaigns for digital and offline media outlets (30% offline, 70% digital). In charge of strategizing, crafting, executing all communication creative touchpoints from start to finish, including social channels, online media platforms, branded content, and offline channels. Directly communicate with the marketing team to ensure all creatives are created and localized in alignment with the brand’s direction and schedule. Per each brand campaign in 2019, the KPI has been overachieved by at least 150%.

BMW: Lead BMW Brand Crisis Consumer Research – To improve and regain lost brand image due to the 2018 fire crisis, collaborated with a research company and conducted multiple qualitative research wave studies to develop the future direction of brand communication and positioning.

AE Brand (Kozel, Pilsner Urquell): Explore the competitive market landscape and discover insight/s to derive a competitive USP for its creatives that would help increase brand awareness and ultimately increase sales. Head of preparing an in-depth report every quarter to share current market, consumer, and competitive trends and insights. Additionally, explore and propose various tactical communication activities to engage with target consumers on a more frequent basis.

Philip Morris: Locally implementing and planning the overall corporate vision Philip Morris is transitioning towards, as well as being a key player in strategizing and formulating a corporate branding and campaign strategy.

Global Client: Responsible for all global client-related tasks, as well as new businesses from the global team. Regularly update the company’s portfolio for the global new business meeting.

Ogilvy (Seoul)

2013-2015

Brand: Kimberly-Clark

Depend: Increased adult care category market penetration level up to 50% with ‘Underwareness’ integrated marketing campaign for Depend Korea (TV spot, Direct Response, Print, POP) that aligned with Kimberly Clark’s global marketing objectives, activated with a local strategy.

White: Collaborated closely with the global Ogilvy team and the local client team to revitalize Kotex brand by researching South Korea’s feminine care landscape, identifying core target, and establishing a positioning statement.

Yuhan-Kimberly Senior PR Campaign: Received the Consumer’s Choice Award by Korea Advertisers Association with the launching of Kimberly Clark’s active senior TV spot, which communicated client’s CSV initiative that helps secure jobs for the increasing senior population.

Additional Work Experience

Account Executive, FCB Seoul | Seoul, Korea    3.2015 - 12.2015

Brand: Oreo, Bausch + Lomb

• Oreo: Helped increase client sales by up to 200% (2015.07-2015.11) and was selected as Best Advertisement in 2015 by TVCF.co.kr for Oreo’s ‘Twist Lick Dunk’ campaign: recognizing the competitive landscape,
  developing the creative brief, generating ideas for TV spot and print creatives, and planning the campaign
  road-map.

• Bausch + Lomb: Strategize and differentiate Bausch +Lomb brand line-ups, as well as assist in developing all advertisements.

Graduate Marketer (Brand Marketing Team), Barneys New York | New York, NY 9.2016 - 12.2016

• Supported arranging and analyzing the ROI of fall 2016 marketing programs including advertising (print, digital), brand partnerships, seasonal gift card programs, in-store activations, holiday promotions and
  customer outreach programs.

• Monitored and researched beauty trends as well as different types of loyalty programs to develop a
  beauty-specific marketing initiative to engage younger demographic and to reactivate lapsed users.