South Korea
• Strategic & Visionary Ecosystem Builder: 15+ years of leadership in global entertainment and media. Proven expertise in building high-impact publicity strategies that drive landmark IPs to global dominance while designing scalable content promotion ecosystems that strengthen brand differentiation. • Digital-First Innovator & Platform Strategist: Pioneer in establishing direct strategic partnerships with major platform creator relations teams (e.g., TikTok, Instagram). Expert in building sustainable, cross-platform campaign workflows that integrate long-form, short-form, and live content to maximize digital reach and audience engagement. • Expert Narrative Builder & Risk Manager: Specialized in crafting perception-building strategies for new content categories and emerging IPs. Highly effective in proactively hedging against content/talent risks and pivoting complex narratives into positive, perception-building stories. • High-Impact Relationship Manager & Partner: Adept at cultivating direct partnerships with top-tier management executives, production studios, and best-in-class creators. Skilled in onboarding and educating talents as strategic brand ambassadors, aligning their voices with platform and campaign goals. • Global Execution with Local Precision: Demonstrated success in leading full-cycle global campaigns and managing major awards (Emmys, Golden Globes). Provides critical strategic counsel to global leadership, ensuring seamless alignment between global communications and the nuanced Korean market behavior. • Comprehensive Media Background & Business Acumen: Extensive experience spanning journalism and the content business, offering a unique blend of creative insight and data-informed strategic thinking. Possesses a deep understanding of market trends and the creative process essential for driving measurable business impact.
• Built the annual country-level publicity strategy, setting goals, shaping priorities and direction for Netflix Korea’s campaigns in various capacities. • Led a high-performing team of publicists to develop and execute campaigns for largely conversational Netflix titles, especially for Korean language films and series, including global tentpoles. • Oversaw media and talent relations, strengthening partnerships with industry leaders, awards committees, key opinion formers, tastemakers, and influencers to drive bigger impact. • Pioneered a strategic digital-first publicity framework by establishing direct partnerships with creator relations teams at major social media platforms, building scalable and sustainable campaign workflows across long-form, short-form, and live content to maximize cross-platform impact. • Cultivated and managed direct strategic partnerships with industry-leading production studios, top-tier talent management executives, and best-in-class creators (writers/directors) to build a sustainable content promotion ecosystem and lead high-impact collaborative global campaigns. • Proactively established and executed strategic initiatives to hedge against various content and talent risks, successfully pivoting potential negative narratives into positive perception-building stories. • Strategized and managed awards and festival campaigns for Korean titles, including Squid Game’s full run at Golden Globes, Critics’ Choice, Creative Arts & Primetime Emmys. Led Netflix’s Busan International Film Festival initiatives from strategy and submissions to event ideation, networking, and on-ground execution for all APAC countries and functions. • Acted as a principal liaison across functions, countries, and regions for special projects including C-level visits, government engagement with talents, and influencer activations. • Nurtured and inspired the team, providing business insights and career growth opportunities.
• Led the full global publicity campaign for Squid Game S1- from strategy to execution of all press activities, promotional events and talent tour- capitalizing on its global success and pioneering its first Emmy-winning awards journey. • Oversaw publicity, promotions, and events for key titles including Narco Saints, Hellbound, Physical 100, Money Heist: JEA, Juvenile Justice and Black Knight. • Developed perception-building strategies for newly built content categories (films, unscripted), crafting narratives, drafting executives' & creators’ talking points, and delivering them through press events and media outreach. • Successfully onboarded and empowered top-tier talents and creators as strategic brand ambassadors; developed and delivered comprehensive education/briefing frameworks to align their voices with campaign goals, maximizing global impact and audience engagement. • Led the transition to digital-centric publicity by spearheading innovative campaigns with YouTube creators and digital influencers, driving record-breaking exposure and engagement through creative content integrations tailored to the evolving media landscape. • Drove the strategy and execution to successfully break out and establish new IPs and emerging talents, turning them into successfully established key assets. • Provided strategic counsel and actionable local market insights to global and regional leadership teams, ensuring alignment of global communications strategy with the nuanced Korean media landscape and audience behavior. • Drove strategic stakeholder engagement and institutional relations with major local award bodies (Baeksang, Blue Dragon), positioning Netflix as a leading contender. Built and grew a strong team of publicists - hiring across levels, training juniors on skill sets and cultural practice, and empowering seniors to strengthen their leadership and impact.
• Managed publicity campaigns for over 30+ titles including Korean series (Extracurricular, The School Nurse Files, Move to Heaven) and non-Korean films (Marriage Story, Old Guard, The Two Popes and The Irishman). Organized high-profile talent tours, including Timothée Chalamet’s first visit (The King). • Leveraged creative thinking to pioneer Korea’s first virtual press conference and roundtable formats during COVID-19, establishing industry-wide workflows and guidelines.
• Strategized editorial calendar for the App Store, creating daily content and curating recommended app lists based on market trends and user behavior analysis. • Managed external communications with key developers to identify and secure feature opportunities. • Hosted cross-functional sessions to educate teams about App Store and its editorial features.
• Reported directly to the APAC Publicity Director, consulting Netflix’s original publicity team on the media landscape, PR strategies, and original content launches for the Korean market. • Translated and interpreted production notes, press alerts, articles, advertising materials, and interviews. • Served as a liaison between the original publicity teams in the US and Singapore and Korean-speaking talents and agencies. • Assisted in staffing and organizing the publicity events, including content creation days for TV show Man X Man, press conferences, red carpet, and stage greeting events for Netflix original films (Okja, etc.).
• Covered Hollywood entertainment for the Korea Daily and served as Hollywood Correspondent for Magazine M, planning, pitching, and writing feature stories, columns, and reviews on major film releases. • Managed press events, junkets, and studio communications, interviewing 500+ talents including James Cameron, Clint Eastwood, Ben Affleck, Kevin Feige, and Angelina Jolie. • Contributed to JBC, a local radio channel, as Task Force Member / Producer, overseeing pilot and daytime programming, writing scripts, and hosting a daily show. • Developed content strategies and production plans for new publications and broadcast projects, balancing editorial vision with operational execution.
• Managed public relations and developed marketing strategies for the Korean production of the Broadway musical MAMMA MIA!. • Coordinated auditions and negotiated contracts for cast and staff. • Served as liaison between the Korean production team and the original creative team in London (Little Star Productions).