Stockholm, Stockholm County, Sweden
I work at the intersection of luxury, innovation, art, and culture, helping global brands translate strategic intent into locally resonant, scalable experiences. With 17+ years of lived experience in South Korea, I specialize in bridging technical, operational, and strategic stakeholders during periods of change — connecting global vision with local market realities across customer experience, digital commerce, and immersive retail. I bring a multidisciplinary perspective shaped by luxury, technology, and cultural research, helping organizations navigate complexity through strategic clarity, cultural intelligence, and cross-functional alignment. Recognized as a RETHINK Retail Top Retail Expert (2025, 2026) and actively engaged in applied research and academic lectures on luxury artification, Korean cultural branding, and the intersection of contemporary art and luxury consumer experience.
Commercial Management Team, reporting into Chief Commercial Officer • Took holistic ownership of the company's direct-to-consumer business in South Korea • Continuously analized local market dynamics, including competitors and trends, to drive growth and inform strategies across both online and offline channels • Collaborated cross-functionally with external partners (trade partners and communication agencies), and internal teams across digital, retail, buying, paid and organic marketing, PR, CRM and loyalty, client services, IT, supply chain, legal, and data governance – to achieve sales targets, monitor performance, and implement the global communication agenda • Led business development efforts in the South Korean market, focusing on growth, profitability, channel expansion, and aligning customer experiences across all channels • Managed digital merchandising and e-commerce initiatives through extended online teams, ensuring site functionality and locally relevant customer experiences on toteme.kr and Hyundai.com shop-in-shop • Worked with internal teams and external partners to ensure South Korean retail experiences are in line with the company's standards, including new store openings, pop-up stores, visual merchandising, staff training, and performance tracking • Contributed to launching the first Korean market-exclusive product, translating customer and store insights into actionable product strategies • Led the establishment of a local customer database and co-designed and supported the rollout of the ℅ TOTEME Loyalty Membership and clienteling program in South Korea across online and retail • Produced the market's first loyalty event in partnership with Sotheby's Korea and led a local artist collaboration for VIC gifting, from concept to execution • Consistently translated global brand strategy into locally relevant outcomes, working across cultures, time zones, and disciplines, both inside and outside the organization
Commercial Management Team, reporting into Chief Commercial Officer
This list by RETHINK Retail is comprised of retail experts, consultants, analysts, academics, journalists, and thought leaders who are making an impact in retail in 2022.
Korea Market Expansion | Art | Luxury | Immersive Customer Experiences | Disruptive Retail & Digital Commerce Tech | Multidisciplinary Consulting Catalyzing collaborations between the West and Korea in the Luxury industry context, with a focus on fine art, craftsmanship, culture, and holistic customer experience. ● Supported the organization of Lee Gyuhan's Border exhibition and supporting event at the Korean Culture Center for Stockholm Culture Night, including leading artist talks for VIP audiences ● Delivered 10+ academic guest lectures at leading institutions (e.g., Goldsmiths, ESPC, HEC Lausanne, Seoul National University, Yonsei University) on luxury artification and cultural strategy; authored peer-reviewed research on immersive retail and fine art collaborations
Customer Experience & Korean Art in the luxury context - CX localization and catalyzing art collaborations with luxury brands in Asia.
Fine Art & Design Studio ------ Selected Exhbitions: • 제8회 대전국제아트쇼 | 2022 DIAS Daejeon International Art Show As Representative of the Embassy of the Republic of Poland in Seoul Daejeon Convention Center | South Korea, Daejeon • 제4회 앙데팡당 KOREA 국제예술제 | The 4th Indenpendants KOREA International Art Festival As Representative of the Embassy of the Republic of Poland in Seoul - Part 1: Daejeon Artist House | South Korea, Daejeon - Part 2: PIAM International Art Fair, KINTEX Korea International Exhibition Center | South Korea, Ilsan