email: gyeongbae311@gmail.com
| SUMMARY
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Spearheaded campaigns that propelled the CIDER app to the #1 spot in the iOS real-time app downloads for the shopping category, secured the #1 position in iOS's most popular free apps, and achieved a Top 20 ranking in the 2023 Fashion E-commerce Monthly Active Users.
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Initalized localization marketing strategy in Korean market and managed from A-Z
| WORK EXPERIENCES
CIDER | Marketing Associate (2023 June - 2024 Feb)
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Performance Marketing Management in Kakao and Naver
[Purpose]
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Resolve the challenges of gathering more users and GMV through Naver and Kakao ads
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Initailize the optimization of Naver and Kakao Ads
[Method]
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Tuning budget allocations and optmizing ad campaign operations
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Developing data monitoring framework improving with essential KPIs and direction
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Conducting comprehensive research analysis of competitors’ marketing strategy and creating following action-plans.
[Result]
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Revitalized Naver and Kakao marketing campaigns in annual 200% increase in campaign performance with a consistent 26% monthly growth in average.
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Optimized the ad campaigns based on customer segmentaion
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Constructed the cross-checking dataframework and communication funnel with stakeholders
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CRM Marketing Initalization and Customer Service Management
[Purpose]
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Implement localized CRM strategy to enhance customer engagement and retention rate
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Improve the quality of customer service
[Method]
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Increasing the app retention rate and gmvs through Kakao CRM tools
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Delivering and adopting competitor’s strategey
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Devising a solution to provide a better localized customer service to local consumers of which we did not provide Korean customer service at that time
[Result]
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Contributed in higher rentetion rate and payment success rate through Kakao CRM especially after integrating related Kakao app messages such as "Payment Reminder_30minutes, Split_Shipping, Order_Confirmation, Leave A Review.”
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The customer service SOPs to the oversea collegues improved in performance in customer service quality to local customers
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Kakao Chatbot contributed in reducing direct customer inquiries to the oversea customer service collegues and collecting complain data.
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UI / UX Optimization
[Purpose]
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There was a concern over how to improve overall UI/UX for Korean customers
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The company’s app lacked localized translation
[Method]
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Compiled development document of the automatic address fill service and coordinated with backend team to integrate
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Analyzed domestic e-commerce sizing and proposed improved sizing options, moving away from a foreign size-centric approach
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Created a comprehensive UI/UX research analysis documents of return/refund process
[Result]
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A/B Testing turned out that automatic address API resulted in a 20% improvement in address conversion rates
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Localized sizing contributed in decreasing relevant customer inquiries and conversion rates
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The company accepted the lacking points compared to other fashion ecommerces and went on for improvement
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Offline Pop-Up Planning & Operation
[Purpose]
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Prior to hosting pop-up stores at Waterbomb and Konkuk University, the company decided to launch a large pop-up store at Space Wadiz, Seoul.
[Method]
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Planning the event strategy and procedure including the pop-up event, display banners, viral marketing campaign, pop-up contract with parternign agencies, drafting of press release articles
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Making sure the budget spent is minized as possible
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Communicate with logistics team to support in merchandises for prizes and item stocks for the pop-up
[Result]
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The offline pop-up events and operations attracted three times the usual visitor rate of the venue and sparked a 7,243% surge in SNS search rates, overseeing all aspects from viral marketing to press releases and contract negotiations.
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The pop-up event managed to secure over three times the average visitor count compared to competitors.
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Viral Marketing Management
[Purpose]
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All content was being distributed in the form of Paid Placement (PPL) advertisements. In South Korea, consumers prefer organic contents than paid ad content.
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Therefore, to appeal to Korean consumers, an execution plan for viral advertising were developed, which focuses in generating fake organic contents
[Method]
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Construct viral marketing strategy and plan
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Persude company’s headquarter to acquire the budget
[Result]
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Revealed that executing viral marketing alongside influencer marketing, SNS marketing, and seasonal promotions generated the best synergistic effect, making the results more pronounced.
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The adopted data tracking framework measured the KPI called Media Value, which helps to calculate the cpc cost depending on the media and content format
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Ambassador Program Planning & Operation
[Purpose]
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Escalate local awareness and loyalty
[Method]
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Planning and executing ambassador program
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Observing other brands, it was noted that ambassador programs often elevate brand value and enhance consumer loyalty through direct communication.
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The ambassador program was devised with three goals:
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fostering user engagement
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launching exclusive collections within the app to draw domestic consumer interest,
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generating advertising content.
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The execution required extensive collaboration with various departments, demanding significant multitasking and coordination
[Result]
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Generated contents resulted were 52% for feed and 47% for reels, surpassing initial targets and generating sales nine times the invested budget.
CIDER | Marketing Intern (2021 July - 2023 May)
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Focus Group Interview Planning & Operation
[Purpose]
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Collect and analyze the Voice of the Customer (VOC) from domestic consumers to better understand their needs and preferences
[Method]
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Planning and executing Focus Group Interviews (FGIs) to gather in-depth customer insights.
[Result]
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Action plan based on the interviews was set-up
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SNS Marketing Management
[Purpose]
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Connect with Korean customers through Naver blog before expanding influence on Instagram and other platforms
[Method]
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Planning and coordinating daily social media posts, including customer service guides, event promotions, and branding posts
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Increasing brand awareness through Naver blog
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Managing daily posts on Twitter
[Result]
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Significantly enhanced the effectiveness of SNS content marketing, leading to an 81% increase in daily visitors to the Naver Blog and a doubling of the follower count within six months.
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Influencer Marketing Management
[Purpose]
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Execute influencer marketing campaign in Naver and deliver associated SOPs to the internal team
[Method]
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Planning and launching of Naver influencer marketing campaigns.
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Creation of standard operating procedures (SOPs) and internal guidelines for Naver influencer marketing.
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Development of an influencer tier chart and organization in Excel.
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Formulation and definition of performance metrics.
[Result]
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Executed KOL campaign for Naver influencers. The coordination involved an elaborated version of the guideline, leading to a 67% increase in Gross Merchandise Value (GMV) compared to previous KOL campaign
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Coordinated in-house and cooperative Influencer Marketing campaigns across platforms such as Naver, Instagram, and YouTube, fostering active collaboration with Key Opinion Leaders (KOLs) and establishing local SOP
| DATA ANALYSIS PROJECTS
| WORK PROJECTS
| SKILLS
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SQL
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SQL Basic Functions, Sub-query, Window functions
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SQL query for RFM, Cohort, Funnel, and Retention analysis
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Python
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Intermediate Coding, Customer Segmentation with Linear Regression, K-Means, Clustering, Gaussian-Mixture
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Creating viusalization using heatmap, boxplot, bar-graph, scatterplot, and etc.
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Google Analytics 4
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UTM seeding, tracking
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Data cleansing and and analysis
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Excel
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EDA with pivotchart and visualization
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Power BI
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EDA with powerquery, data-modeling, and visulization
| CERTIFICATIONS
Datarian SQL Bootcamp | Datarian (Issued August 2024)
Yahoo!広告 ベーシック | Yahoo! Japan (Issued Feb 2025)
| EDUCATION
Beijing Foreign Studies University | Beijing, China (2019 - 2023)
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Bachelor’s degree, International Economics & Trade
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Dean’s List (2020, 2021), Beijing Government Scholarship (2022) | 4 Years Full Tuition
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Student Union President (2021 – 2022)
Calvin University | Michigan, USA (2014 -2016)
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Bachelor’s degree, International Relations
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Member of Public Relations of Korean Student Association
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Internship from American Red Cross
| LANGUAGES
English
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Native Level
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TOEIC 935
Korean
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Native
Chinese
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Business Level
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HSK5
Japanese
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Business Level
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JLPT2
Turkish
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Business Level