Independent Portfolio · Strategy, Narrative, Direction Available for consulting
Global Marketer & Brand Architect
001   About

Hi, I'm Nakyum Song.

I work at the intersection of brand strategy, creative direction, and global marketing, helping brands define sharper positioning, clearer stories, and systems that scale.

◇ Singapore & Korea · 8+ years of global brand strategy
✉ Email ↗ LinkedIn
Get in Touch → View Portfolio →
Global tech, gaming, and culture brands
Available for consulting
Brand clarity before brand output.

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.

—002Experience
2024 →
Present
Razer
Global Brand Manager · Singapore
Spearheading global esports and lifestyle campaigns; developed and enforced the 20th Anniversary brand system across 15+ markets. Manages creative partners and studios to deliver premium assets at scale.
Unified creative direction across a distributed studio network spanning four continents.
Current
2021 →
2024
KRAFTON
Creative Marketing Manager · Korea
Launched ANA, KRAFTON's first AI-powered virtual artist — crafting narrative, visual identity, and tone of voice. Oversaw production for PUBG Mobile and PUBG NEW STATE across social, video, and live activations.
5.4M views in 50 days; 50M+ pre-registrations for global mobile launch.
2019 →
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
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
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
—003Portfolio
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.
Brand SystemsGlobal CampaignCreative Direction
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.
Virtual HumanContent StrategyBrand Launch
View Case Study →
5.4Mviews / 50 days
2021
KRAFTON
PUBG: NEW STATE Launch
Led full-funnel strategy for a global AAA mobile launch entering 175+ countries simultaneously.
GamingGlobal LaunchContent Marketing
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.
Influencer MarketingProduct Launch21 Markets
View Case Study →
12Mviews · 4.5× eng.
—004Thinking
Writing on brand, AI, market positioning, and cultural translation
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
005   Contact

Open for brand strategy, narrative consulting, and creative direction.

For consulting, collaborations, and selected in-house opportunities.

LinkedIn ↗