Global Brand Strategist

I turn ambitious ideas into global brands, campaigns, and systems that scale.

Across Razer, KRAFTON, LG, and Hill+Knowlton, I have built new entertainment IP, led integrated global campaigns, and created operating systems used across markets. The work begins when the ambition is clear but the story, structure, or route to market is not.

My work spans the full brand journey: positioning, narrative, and audience strategy; creative development and stakeholder alignment; global rollout; and the governance that keeps the work coherent after launch.

Brand narrative and operating structure belong together. A strong idea only becomes useful when the teams, markets, and partners responsible for it can make consistent decisions without recreating the strategy each time.

That is why I focus on the systems around the idea as much as the idea itself: campaign architecture, creator programmes, briefing structures, decision criteria, and launch rhythms that help global work land locally without fragmenting.

My Korea and APAC experience adds a practical regional lens to work designed to scale globally. AI can accelerate the process, but the judgement about what matters, for whom, and why remains the work.