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Summary
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[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
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[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 stakewholders
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[Contribtion & Role]:
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Coordinated the localized marketing strateigc plan end to end
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Developed data monitoring framework
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Regular communication and meetings with stakeholders (internal c-levels, enginners, partnering managers)
A/B Testing of different graphic assets

Situation

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Faced with the challenge of gathering more users and GMV through Naver and Kakao ads
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Initially, performance marketing was entirely entrusted to an agency with the expectation of improved results. However, performance did not improve and instead worsened.

Objectives

Performance Marketing Management
Naver
Kakao
Excel
MMP
A/B Test
Project Management
Summary
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[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
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[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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[Contribtion & Role]:
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Coordinating whole the localized CRM marketing plan end to end
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Management of whole project and updating the process with stakeholders including c-levels
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Researching and collecting competitor’s cases and strategies
Kakao CRM Tool

Situation

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There was no localized strategy in crm marketing other than email and in-app pushes.
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Korean e-commerce platforms widely use Kakaotalk channel for CRM and customer management purposes.

Objectives

CRM Marketing Strategies and Customer Service
CRM
Customer Service Management
Retention Rate
Project Management
CPA
CPS
Summary
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[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
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[Result]:
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A/B Testing turned out that automatic address feature 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 received the lacking points compared to other fashion ecommerces and went on for improvement
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[Contribtion & Role]:
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Researcher of delievering competitor analysis to c-levels in deciding the priorities
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Project manager of coordinating the integrating process of new UI/UX feature with tech team end to end
Automatic Address API

Situation

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The company’s app lacked localized translation
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There was a concern over how to improve overall UI/UX for Korean customers

Objectives

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Diagnosing which customer journey part to optimize UI/UX
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Persuading the stakeholders including the c-levels to accept the suggestions
UI / UX Localization & Optimization
UI/UX
Localization
Optimization
A/B Test
Project Management
Summary
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[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.
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[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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[Contribtion & Role]:
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Project management over event planning, viral marketing, and press release.
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Communication with stakeholders including c-levels

Situation

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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.

Objectives

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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
Offline Pop-Up Planning & Operation
SNS Marketing
Influencer Marketing
Event Planning
KPIs Coordination
Project Management
Summary
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[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 contents
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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
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[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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[Contribtion & Role]:
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Campaign manager over viral marketing campaign from planning, execution, and reporting end to end

Situation

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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 contents
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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

Objectives

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Construct viral marketing strategy and execute
Viral Marketing Management
Viral Marketing
CPC
Conversion Rate
Data Tracking
Project Management
Instagram
Naver
Summary
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[Purpose]:
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Escalate local awareness and loyalty
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[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
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[Contribtion & Role]:
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Project Manager
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Communicate with stakeholders including c-levels

Situation

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The company lacked local awareness and loyalty

Objectives

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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
Ambassador Program Planning & Operation
Project Management
Market Research
CPM
CPC
ROI
Ambassador Program
Summary
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[Purpose]:
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Connect with Korean customers through Naver blog before expanding influence on Instagram and other platforms.
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[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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Addressed immediate customer service needs through posts on exchanges, returns, sizing tips, shopping guides, and frequently asked questions before formal customer support was established.
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[Contribtion & Role]:
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Content Marketer & Planner

Situation

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Connect with Korean customers through Naver blog before expanding influence on Instagram and other platforms.
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With no significant influence or recognition in Korea, the initial strategy focused on expanding reach and securing followers through the blog and twitter
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The growing demand for customer service posed a challenge due to limited manpower.
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The blog needed to be operated in a manner that reflected the brand's identity, similar to a homepage.

Tasks

SNS Marketing Management
Naver Blog
Content Marketing
Summary
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[Purpose]:
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Execute influencer marketing campaign in Naver and deliver associated SOPs to the internal team
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[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 SOPs.
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[Contribtion & Role]:
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Marketing Campaign Manager & Operation from End to End

Situation

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Execute influencer marketing campaign in Naver and deliver associated SOPs to the internal team

Tasks

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Planning and execution 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.
Influencer Marketing
Influencer Marketing
CPC
CPM
ROI
Naver
Instagram
Summary
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[Purpose]:
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Collect and analyze the Voice of the Customer (VOC) from domestic consumers to better understand their needs and preferences
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[Result]:
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Action plan based on the interviews was set-up
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[Contribtion & Role]:
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Project Manager from end to end

Situation

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As a customer-centric organization, there was a need to collect and analyze the Voice of the Customer (VOC) from domestic consumers to better understand their needs and preferences.

Task

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Planning and executing Focus Group Interviews (FGIs) to gather in-depth customer insights.

Action

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FGIs were conducted to collect extensive user feedback on UI/UX and product offerings, enabling targeted enhancements.
Focus Group Interview (Market Research)
FGI
Market Research
Strategic Planning
Interview