ANA Virtual Artist
Launched KRAFTON's first virtual artist with narrative-driven content strategy
Hi, I'm
Nakyum Song
Creative Marketer & Brand Strategist
Crafting brand stories that resonate and drive results
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About Me
View Resume
Brand & Content Strategist
I'm a Brand & Content Strategist with 10+ years of experience in gaming, tech, and lifestyle brands. I help companies build a clear brand foundation, craft high-performing content strategies, and create marketing systems that drive real business growth.
My work combines brand storytelling, creative direction, and data-backed decisions — every deliverable is meant to feel collectible: disciplined structure, selective texture, and measurable lift for the business.
Focus Areas
- Creative direction + brand systems for tech
- Multi-region launch architecture + lifecycle orchestration
- Narrative design for executives, creators, and communities
- Esports, virtual humans, and culture-building initiatives
Skills & Expertise
Brand StrategyContent MarketingCreative DirectionCampaign ManagementInfluencer MarketingSocial MediaEsportsVirtual ArtistsProduct LaunchesNarrative Design
Languages
Korean Native
English Fluent
Experience
Global brand & marketing strategist with 8+ years across gaming, tech, and entertainment
May 2024 – Present
- Spearheading global esports and lifestyle campaigns, ensuring consistent positioning across product, digital, and creative teams.
- Developed and enforced Razer's 20th Anniversary brand system, balancing global strategy with local nuance.
- Manage creative partners and studios to deliver premium assets and experiences at scale.
- Mentor a distributed studio network so every touchpoint—from hardware drops to live broadcasts—feels cohesive.
Feb 2021 – May 2024
- Launched ANA, KRAFTON's first virtual artist, crafting narrative, visual identity, and tone of voice.
- Achieved 5M+ views and 20K+ followers in 50 days through cross-platform content strategy.
- Oversaw production for virtual human, PUBG Mobile, and PUBG NEW STATE across social, video, and live activations.
- Partnered with internal artist teams to ensure asset quality and alignment with the brand story.
Aug 2019 – Feb 2021
- Designed global influencer marketing strategies for LG Mobile across 21 markets with cultural insight.
- Produced LG Mobile's first virtual unveiling event, setting new launch benchmarks.
- Coordinated cross-functional teams to deliver integrated campaigns on time and on budget.
- Built measurement frameworks to track influencer ROI and optimize future campaigns.
Jun 2018 – Aug 2019
- Led content marketing strategy for B2B SaaS platform serving enterprise retail clients.
- Developed case studies and thought leadership content that drove qualified lead generation.
- Managed digital advertising campaigns across LinkedIn and Google Ads.
- Collaborated with product team to align messaging with feature releases.
Portfolio 
Selected Work
Case studies from gaming, tech, and lifestyle brands
Razer 20th Anniversary
Global brand system unifying esports, lifestyle, and hardware campaigns
PUBG Mobile Campaigns
Multi-platform content production for game launches and live events
LG Mobile Virtual Launch
First-ever virtual unveiling event with global influencer strategy
Esports Activations
Live broadcast branding and tournament marketing campaigns
Content Systems
Scalable content frameworks for tech and lifestyle brands
Blog
Thoughts & Insights
Articles on brand strategy, marketing, and creative leadership
Coming Soon
I'm working on sharing insights from my experience in brand strategy and creative marketing. Check back soon for articles on building memorable brands.
Contact
Let's Work Together
Have a project in mind? I'd love to hear about it.
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Location
Based in Singapore
Available for remote & global projects