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Resume

Experiences

Amway Korea

Nutrilite | Senior Brand Marketer

September 2020 - July 2025

Seoul, Korea

​[Personalized Microbiome Analysis Service, myLAB Microbiome Solution​]

  • ​Launched and scaled a personalized microbiome health platform, myLAB Microbiome Solution, to 66K users, generating ~$25M in revenue and building a dataset of ~100K microbiome samples within three years by optimizing the end-to-end testing journey across purchase, lab analysis, and report delivery.

  • Increased monthly re-testing rates by 228% by optimizing the service flow and designing a closed-loop post-analysis experience using targeted CRM communications, personalized recommendations, and subscription pre-enrollment.

  • Launched a personalized probiotic pre-subscription program, increasing subscription rates by 44% from 2024 to 2025 by converting microbiome test results into probiotic purchases.​​​​​​​​​​

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[Health Supplement Product Launch and Branding]

  • Generated ~$900K through launch promotion and ~$2.8M in first-year revenue by launching a sleep-support supplement in Korea’s emerging sleep health market and driving compliant go-to-market execution for a regulated consumer health product.

  • Repositioned Nutrilite’s long-standing Cal Mag D product by auditing product specifications with I&S and Regulatory teams and redefining key selling points in consumer-friendly language, contributing to 47.9% YoY sales growth.

  • Drove the early-stage development of Nutrilite’s new 2030-targeted brand, “n by Nutrilite,” leading digital marketing and GTM strategy.

Dear Dahlia

Global PR Manager

October 2019 - June 2020

Seoul, Korea

  • Directed global PR and brand localization across five markets (US, FR, UK, JP, IT), overseeing local agencies and executing high-impact media strategies, influencer campaigns and KOL strategies.

  • Executed market-specific editorial and media relations strategies across five countries, securing 176 media placements and generating ~$35.2M in advertising value, ~118M publication circulation, and ~7.7B media visits through partnerships with top-tier publications including Forbes, ELLE, Grazia, and Marie Claire.

  • Led retail-driven press and influencer activations at Galeries Lafayette (France) and La Rinascente (Italy), organizing MUA-led makeup sessions and pop-up events to build local brand credibility, generating 129 Instagram Stories, 4 posts, 5.35M reach, and 134.7K event-driven impressions.

  • Achieved 1M reach and a 4.82% average engagement rate by leading #DearestDear influencer campaign across the U.S. and France market, leveraging a strategic macro–micro influencer mix.

  • Executed a celebrity KOL collaboration with Hollywood makeup artist Monika Blunder to strengthen vegan beauty positioning, driving 1.3M video views, 741 engagements, and 460 link clicks within two weeks.

  • Led values-driven influencer campaigns and community activations to strengthen vegan brand positioning, including the #Heart4Paw social campaign and Puppy Yoga events, while pivoting to digital-first influencer content during COVID to sustain brand engagement.​

Weber Shandwick 

Account Executive

November 2015 - October 2019

Seoul, Korea

[Key Clients]

  • Global: Samsung Notebook, Hanwha Group, CJ Logistics, Samsung Pay

  • Regional: P&G Pampers, Samsung Mobile Bixby, Fisher Price, Tetra Pak

B2B Marketing & Corporate Communications | Hanwha Group

  • Drove engagement growth across Hanwha Group’s global corporate newsroom and newsletters, increasing page views by 30%, visit duration by 3%, and newsletter open rates by 143% through an audience-focused editorial strategy and agile paid media execution.

  • Earned the PR Awards Asia 2019 Bronze Award (Internal Communications) by leading the global “Hanwha PROUD” employee campaign across 20 countries and 30 affiliates, generating 526 employee story submissions and culminating in a Times Square OOH activation.

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​Full-Funnel Digital Strategy for Samsung Product Launches | Samsung Bixby, Notebook

  • Accelerated early adoption of Samsung’s Bixby AI following the Galaxy S8 launch, driving a 4.2× increase in users and a 38% lift in service adoption within three weeks through integrated paid social, app push, and consumer-facing digital campaigns.

  • Designed and executed a full-funnel content strategy to convert awareness into active usage, producing education-driven tutorials and influencer-led content that demonstrated real-world use cases and strengthened user engagement with Samsung’s AI ecosystem.

  • Increased Samsung Notebook’s Instagram followers by 2,700% and boosted engagement by 195% within one year by leading a lifestyle-driven social and influencer campaign—addressing low global awareness of Samsung laptops despite strong brand equity across the U.S. and Brazil market.

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SEO-Driven Visibility Growth & Community Advocacy Strategy | P&G Pampers

  • Increased Naver Share of Voice by 12.2% on PC and 13.6% on mobile by leading an integrated viral, SEO, and editorial content strategy, optimizing search visibility through ongoing Naver algorithm analysis and influencer-led blog programs.

  • Restored Pampers’ brand trust after a product controversy by activating parent influencers and micro-ambassadors through community advocacy and localized engagement campaigns.

Core Skills

  • Cross-Functional Stakeholder Collaboration

  • User-Centered & Data-Informed Decision Making

  • Product & Service Launch Strategy

  • Customer Journey & Lifecycle Optimization

  • User Research & Insight Synthesis

  • ​Go-To-Market & Growth Strategy

  • Global Brand, PR & Localization

  • Influencer & Creator Marketing

  • Global Brand & Content Strategy

  • SEO & Search Visibility Strategy

Certificate 

  • UI/UX certificate Dec 2025​​

  • Certified Scrum Product Owner® (CSPO), Scrum Alliance  Jan 2025

Education

​University of California, Irvine

2018-2012​

Bachelor of Science in Environmental Science

Recognition

PR Awards ASIA Bronze awards in “employee communications” category 

June 2019

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