Global Brand Strategy
Positioning, audience definition, and strategic direction that turn complex business ambition into a brand teams and markets can understand.
Outcome: one clear strategic centre for decisions across the business.
브랜드 전략가·Global Brand Strategist · Gaming, Tech & Entertainment
I turn ambitious ideas into global brands that scale.
I build the narratives, integrated campaigns, and repeatable operating systems that carry brand ideas from ambiguity to market.
Worked with
Razer (current)·KRAFTON·LG·Hill+Knowlton·SK Corporation
002
Experience
Eight years building brands, campaigns, and operating systems across gaming, tech, and entertainment.
2024 →
Present
Present
Razer
Global Brand Manager · Singapore
Leads global brand initiatives from strategy through launch, including Razer’s 20th anniversary campaign, global esports campaign, and Proof Mark governance system. Owns campaign strategy, messaging, creative direction, cross-functional alignment, asset distribution, and launch.
Built a repeatable campaign operating model later reused across major global brand initiatives.
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
003
Selected Work
Four ways I turn ambiguity into market-ready work: global narrative, brand governance, 0-to-1 IP, and creator ecosystems.
2024 → 2025
Razer
Razer 20th Anniversary
Turned 20 years of brand history into a coherent global anniversary narrative across digital, retail, workplace, executive, and community touchpoints.
View Case Study →
700Kvideo views · 1 year live
2025
Razer
Razer Proof Mark System
Turned independently verified achievements, including #1 category leadership, into one evidence-based global proof-mark system for packaging, web, retail, and e-tail.
View Case Study →
4 mo.CEO-approved rollout
2022
KRAFTON
ANA Virtual Artist
Built an undefined digital character into a technology-driven virtual artist with a clear identity, audience, and go-to-market model.
View Case Study →
5.4Mviews / 50 days
2021
KRAFTON
NEW STATE MOBILE aSquad
Designed a creator operating model adopted by regional teams and scaled across North America, Europe, and Asia.
View Case Study →
200+creators · 3 regions
Figures reflect campaign-level outcomes from the year shown; some attribute to team and agency contributions. Sourcing available on request. get in touch
004
Thinking
Practical notes on brand strategy, global campaign operations, creator ecosystems, AI judgment, and Korea & APAC market intelligence.
Work
2026.08.21
A Game Launch Is Not a Media Calendar. It Is a Player Decision System.
Brand Strategy
2026.08.15
Before You Build Desire, Make the Product Legible
Brand Strategy
2026.08.08
Your Global Campaign Template Is Not a System
Brand Strategy
2026.08.03
Campaign Alignment Is Not Agreement: Who Gets the Final Call?
Brand Strategy
2026.07.30
Your Brand Is Becoming a Recommendation Before It Becomes a Visit
AI & Marketing
2026.07.15
The Launch Plan Ends a Day Too Soon
Brand Strategy
2026.07.01
Hype Fades Unless It Has Somewhere to Go
Brand Strategy
2026.06.23
Why Most Launches Never Become Brands
Brand Strategy
006
Experiments & Tools
Small decision tools for leaders building brands that need to hold from launch through scale.
Tool 01 · 10 questions
Brand Launch Readiness Check
A practical guide for leaders preparing a brand, campaign, or market launch. Start from your real situation and identify the decision to resolve before momentum makes it expensive.
007
What I Do
From a brand’s central idea to the campaign, creator ecosystem, and governance system that makes it work across markets.
Brand Positioning & Narrative
Messaging systems and story architecture for new brands, milestone moments, and products that need a credible reason to matter.
Outcome: a distinctive story that holds from leadership deck to launch.
Integrated Campaign Strategy
End-to-end campaign architecture spanning message, channel roles, creative briefing, stakeholder alignment, rollout, and governance.
Outcome: global campaigns that move from concept to market with clarity.
Creator & Influencer Programmes
Scalable creator ecosystems with clear selection criteria, tiers, benefits, content briefs, and recurring communication models.
Outcome: a repeatable content and relationship engine, not one-off outreach.
Brand Systems & Governance
Decision frameworks, asset rules, briefing structures, and approval workflows that keep distributed teams operating as one brand.
Outcome: faster, more consistent execution teams can sustain.
Korea & APAC Market Intelligence
Regional context, localisation decisions, and market-entry guidance for global brands that need to land credibly in Korea and across APAC.
Outcome: market-native execution without losing the global brand.
008 Contact
Open to thoughtful conversations on global brand strategy, integrated campaigns, creator ecosystems, and Korea & APAC market intelligence.
Working through a brand, launch, or market decision? Share the context.