Sports, creator media, PR, and brand marketing. The industries changed, but the work was always about reading human attention. That path shaped the integrated communications lead I am today.
Lead 360° IMC campaigns for Amorepacific brands including Osulloc and Vital Beautie, spanning F&B, beauty, and wellness. I connect content, KOLs, performance, media, and offline experiences into one journey—and prove the outcome with data. Winner of a 2025 IBA Gold Stevie.
Worked across Herbalife, Duracell, LG Chem, and Macrogen on product publicity, media relations, ESG campaigns, and a digital employee magazine—expanding the work by designing messages and channels for media and employees as well as consumers.
Learned how channels grow by creating content that connected creators with audiences. During this period, I delivered +400% YouTube and +200% Instagram follower growth and 1M organic views on a single piece of content.
This is where I first learned to read what fans want to see. It also formed a habit I still keep: approaching marketing from the audience's seat.
With IMC at the center, I have worked across product PR, media relations, ESG, and internal communications—starting with who needs which message, and why, rather than a list of channels.
Integrated search-led digital PR with press releases, feature stories, and media relations for new product launches, ranking first in media performance among 15 APAC markets.
Translated a global ESG message into everyday language for parents, connecting Instagram illustrators, digital advertising, and parenting-media partnerships to promote safe battery use.
Planned, produced, and operated LG Chem’s digital employee magazine, turning corporate strategy and employee stories into content people chose to read.
Expanded awareness of a DTC genetic-testing service through press releases, feature stories, blog and YouTube launches, journalist meetings, and media pitching.
Six IMC campaigns for OSULLOC, Vital Beautie, and Metagreen: the challenge, the judgment calls, and the results in numbers.
One-on-one proposal sessions for agency marketers, plus talks given at schools and organizations.