Seoul, South Korea
I am a Brand Manager Leader with extensive experience in shaping strategies and executing go-to-market plans that drive both awareness and revenue growth. My expertise spans brand equity management, consumer insight analysis, and cross-functional collaboration, ensuring impactful and sustainable results. Having worked extensively in the beauty and dermal-care industry, I specialize in connecting creativity with market intelligence to build strong, trusted brands. I am passionate about transforming insights into strategies that not only deliver business performance but also strengthen long-term brand value.
Jul 2024 – Dec 2025 | Strategy Marketing Team | Team Lead Manager Market & Consumer Trend Analysis - Conducted research on domestic and global product trends and market developments. - Derived data-driven market insights through consumer and category analysis. New Product Development & Marketing Strategy - Led OEM/ODM-based development of new formulations, materials, and product commercialization strategies. - Built and managed an in-house inventory portfolio system for strategic product development. - Conducted in-depth analysis of key client accounts and developed customized business strategies. - Planned, developed, and delivered customized product proposals and presentations for domestic and international clients. - Prepared strategic product proposals and conducted tailored presentations for new business development. New Ingredient & Clinical Strategy - Planned and developed new active ingredient concepts, including formulation direction for client projects. - Established and executed clinical testing strategies to support product claims and commercialization. Sales Collaboration & Revenue Growth - Collaborated closely with sales teams to develop client-specific product line-up strategies and revenue growth plans. - Managed proposal development, client follow-up, and project coordination for domestic and international accounts. - Proposed new product concepts to key strategic partners including COSMAX, Olive Young, and Hero Cosmetics. - Developed product line-up strategies to support client brand launches. [Key Achievements] Secured a new ODM product for Care Plus, a private-label brand of Olive Young, based on a newly developed formulation and material concept. Produced and delivered 15+ ODM proposal presentations for global beauty brand clients. Identified new ingredient and formulation opportunities in microneedle and hydrocolloid patch categories, securing related IP assets including patents and trademarks.
Jun 2022 – May 2023 | NPP Team | Senior Deputy General Manager Brand Strategy & Business Planning - Developed and managed monthly and annual brand marketing budgets. - Established the brand architecture strategy for cosmeceutical product lines. - Developed annual product launch and sales strategies for cosmeceutical brands. - Defined brand positioning strategies for the cosmeceutical product portfolio. Brand Marketing - Executed branding strategies, launch campaigns, PR activities, and digital marketing initiatives. - Managed overall marketing project planning and execution. - Developed and implemented annual marketing and media communication plans, including promotions and integrated online/offline campaigns. - Managed collaboration with external agencies, including IMC and PR partners. Product Planning & Management - Managed product development processes and profitability analysis (P&L). - Developed new product strategies and oversaw the entire development process. - Defined product concepts and key marketing messages. - Coordinated with OEM/ODM manufacturers, ensuring product quality and development alignment. Sales & Distribution - Built and managed the company’s direct-to-consumer online store (Naver Smart Store). [Key Achievements] Successfully led the launch of a cosmeceutical brand. Acted as a cross-functional coordinator, facilitating collaboration across departments and improving operational efficiency.
Jan 2022 – Jun 2022 | Private Brand Team | Team Lead Brand Strategy & Business Planning - Developed and managed monthly and annual brand marketing budgets. - Planned and structured the brand portfolio strategy. - Established product launch and sales strategies for vegan-exclusive product lines. - Developed the annual brand strategy and roadmap. - Planned and implemented ESG-focused marketing strategies. Brand Marketing & Communication - Executed branding strategy, PR activities, and digital marketing campaigns. - Directed brand image development and digital visual content concepts. - Developed brand identity elements and communication messaging. - Defined product concepts and key marketing points. - Managed external agencies including digital marketing and SNS promotion partners. Product Planning & Management - Managed product development processes and profitability analysis (P&L). - Planned and developed online channel-exclusive product concepts. Sales & Business Development - Managed key accounts and developed sales plans with revenue forecasting. - Identified and developed new market opportunities. - Executed promotion strategies and channel operations to expand market presence. Team Leadership & Organizational Management - Established team and individual KPI metrics for performance management. - Collected and analyzed performance data to track progress toward business goals. - Built internal team collaboration and workflow systems to improve operational efficiency. [Key Achievements] Led the end-to-end launch of a new brand, successfully launching through the Wadiz crowdfunding platform, achieving 155% of the funding target. Established a digital marketing system to strengthen brand marketing performance. Improved profitability through cost optimization and operational efficiency.
April 2021 – Nov 2021 | Strategy, Marketing Team | Manager of Marketing Brand Strategy & Business Planning - Developed and managed monthly and annual brand marketing budgets. - Managed and optimized brand portfolio structure and positioning. - Established product launch and sales strategies for home shopping and online-exclusive products. - Conducted brand campaign performance analysis to develop communication strategies. - Planned research initiatives to support digital communication strategy development. - Led brand perception and consumer awareness research, including survey planning, design, and analysis. Brand Marketing & Campaign Management - Executed branding strategy, marketing campaigns, PR, and digital/ATL/BTL marketing initiatives. - Managed end-to-end domestic marketing projects and campaign execution. - Developed product concepts and key marketing messages. - Managed external agencies including digital marketing and PR partners. - Collaborated with cross-functional teams including brand sales and design teams. - Managed overall corporate and brand PR activities. - Led the corporate website renewal project Product Planning & Management - Managed product development processes and conducted profitability analysis. - Planned and developed exclusive products for home shopping and online channels. OEM / ODM Marketing - Conducted domestic and global cosmetics market research and trend analysis. - Developed seasonal product proposals and customized client presentations. - Delivered presentations and product proposals to OEM/ODM clients. [Key Achievements] Increased brand and product awareness through integrated marketing communication strategies. Built a digital marketing system to strengthen online commerce performance, achieving ROAS of 1,200%. Developed OEM/ODM 2022 S/S product proposals, including outdoor masks and pad-type products. Delivered customized client proposals and presentations, strengthening client engagement and business opportunities.
Jan 2015 – Nov 2020 | Founder & Brand Director Brand Strategy & Business Development - Developed mid- to long-term brand positioning and brand architecture. - Built brand identity including storytelling, visual direction, and digital content strategy. - Established annual sales targets and distribution strategies across channels. Product Planning & Development - Planned and developed 10 in-house products and 30 consulting products. - Conducted global cosmetics trend analysis to identify product opportunities. - Led end-to-end product development including concept development, OEM/ODM coordination, and marketing positioning. E-commerce & Digital Growth - Developed e-commerce growth strategies using data analysis and CRM systems. - Implemented Cafe24 marketing automation systems to optimize marketing efficiency. Marketing Strategy - Developed and executed integrated marketing strategies and content planning. - Analyzed customer and performance data using Google Analytics. Sales & Distribution - Expanded distribution from online channels to 120 Olive Young retail stores. - Managed global online sales across China, the US, Europe, Japan, and Southeast Asia. [Key Achievements] Refined sales targets by distribution channel to improve revenue performance. Expanded sales globally through the company’s own e-commerce platform. Achieved 3x revenue growth by leveraging customer database insights and performance marketing through Facebook and Instagram, reaching a ROAS of 500% and generating KRW 1 billion annual revenue from 5 SKUs. Implemented Cafe24 marketing automation systems, reducing operational costs and increasing organic traffic acquisition. Expanded distribution from online-only channels to offline retail, securing placement in 120 Olive Young stores. Developed Pink Fruity Mask (Dragon Fruit Mask) with cumulative sales exceeding 2.5 million units. Developed Hoji-tea Mask, achieving 500,000 cumulative sales.