Brand Strategy & Positioning
Define clear market positioning, messaging, and narrative systems that scale globally.
Outcome: clearer differentiation and stronger cross-team alignment.
Global Brand Strategist & Marketing Consultant
001 About
Hi, I'm Nakyum Song.
Most brands don’t fail at creativity. They fail at alignment — and that’s the work I do.
Available for consulting
— Worked with
Razer (current)·KRAFTON·LG·Hill+Knowlton·SK Corporation
Global tech, gaming, and culture brands
Brand clarity before brand output.
I’m a Global Brand Strategist based in Singapore, working at the intersection of brand, marketing, and culture.
With 8+ years across tech and gaming, I’ve led global campaigns, built brand systems, and launched products across 15+ markets.
My focus is simple: Align brand positioning, narrative, and execution—so teams can scale consistently.
Most brands do not struggle because they lack ideas. They struggle because their message, positioning, and execution stop pointing in the same direction.
My work focuses on that alignment: shaping brand narratives, campaign systems, and strategic direction that teams can actually use across launches, markets, and content ecosystems.
◆ SABRE Diamond Award — Multicultural Marketing, 2020
Strategic Brand Positioning
Partnership & Collaboration Marketing
Celebrity & Influencer Engagement
Cross-functional Leadership
—002What I Do
I help founders and brand teams move faster — by asking better questions, building smarter AI workflows, and making sure the output actually sounds like a brand.
Global Campaign Development
Build cross-market campaign systems across product launches, partnerships, and content ecosystems.
Outcome: launch-ready campaign playbooks built for consistency across markets.
Market Entry Strategy (Korea / APAC)
Help global brands localize and succeed in Korea and Asian markets.
Outcome: faster market traction through culturally aligned go-to-market strategy.
AI-Driven Marketing Systems
Design workflows and content systems using AI to scale brand output efficiently.
Outcome: higher output velocity without losing brand narrative consistency.
AI Brief & Prompt Architecture
Most strategies fail before the AI sees them. I help you structure briefs and prompts that produce brand-grade output — not generic noise.
Outcome: sharper AI output that actually reflects your brand.
AI Output Review & Brand Judgment
AI generates fast. But someone with real brand experience needs to decide what's right. I review AI-generated strategies, copy, and plans — and tell you what to keep, cut, or rethink.
Outcome: human-reviewed work that holds up in the real world.
—003Experience
Eight years across PR, gaming, and tech — building brand systems that hold across markets, teams, and timelines.
2024 →
Present
Present
Razer
Global Brand Manager · Singapore
Leads cross-market brand campaigns elevating Razer from gaming hardware to premium lifestyle brand. Drives partnership activations with lifestyle, retail, and entertainment partners. Developed the 20th Anniversary brand system across 15+ markets; manages creative studios across four continents.
Unified creative direction across a distributed studio network spanning four continents.
Current
2021 →
2024
2024
KRAFTON
Creative Marketing Manager · Korea
Launched ANA, KRAFTON's first AI-powered virtual artist — crafting narrative, visual identity, and tone of voice. Managed KOL relationships, creative studios, and content pipelines across PUBG Mobile and PUBG NEW STATE. Delivered 50+ content pieces spanning social, video, influencer, and live activations.
5.4M views in 50 days; 50M+ pre-registrations for global mobile launch.
2019 →
2021
2021
Hill & Knowlton
Account Manager · Korea
Designed global influencer marketing strategies for LG Mobile across 21 markets. Produced LG Mobile's first virtual product unveiling, setting new launch benchmarks.
30% campaign efficiency gain; 12M+ views with 4.5× engagement rate.
2017 →
2018
2018
Rotageek / University of Leeds
Marketing · United Kingdom
Early marketing roles spanning SaaS product marketing and academic brand communications.
Built cross-cultural communication skills across UK and European markets.
2013 →
2015
2015
SK Corporation
Junior Consultant · Korea
SAP HR system optimisation across six affiliates; training and stakeholder alignment.
17% efficiency lift across group operations.
Full CV available on request — get in touch
—004Portfolio
Brand systems, launches, and narrative-led campaigns
2024 → Present
Razer
Razer 20th Anniversary
Built a unifying brand system for a milestone campaign spanning esports, lifestyle, and hardware across 15+ markets.
View Case Study →
15+markets unified
2022
KRAFTON
ANA Virtual Artist
Launched Korea's first AI virtual artist — defining a new content format for gaming brands.
View Case Study →
5.4Mviews / 50 days
2021
KRAFTON
PUBG: NEW STATE Launch
Led full-funnel strategy for a global AAA mobile launch with simultaneous worldwide release.
View Case Study →
50Mpre-registrations
2020
Hill & Knowlton / LG
LG WING Campaign
Repositioned a dual-screen device as a creator tool through a 21-market influencer campaign.
View Case Study →
12Mviews · 4.5× eng.
Figures reflect campaign-level outcomes from the year shown; some attribute to team and agency contributions. Sourcing available on request — get in touch
—005Thinking
Writing on brand, AI, market positioning, and cultural translation
—Work
2026.05.01
Why Premium Brands Don't Feel Premium (And How to Fix It)
Brand Strategy
2026.05.01
Why Most Global Campaigns Fail Across Markets
Brand Strategy
2026.04.27
Why Foreign Brands Stall in Korea: A Market That Rewards Speed, Not Scale
Market Entry
2026.02.24
How to Use AI Tools to Build and Strengthen Your Brand Narrative
AI & Marketing
2026.02.20
What Korean Branding Gets Right (And Wrong) When Going Global
Brand Strategy
2026.02.19
How Korean SMEs Can Enter the Singapore Market: A Brand-First Playbook
Market Entry
006 Contact
Open for brand strategy, narrative consulting, and creative direction.
For consulting, collaborations, and selected in-house opportunities.