Korea University

The University of British Columbia

CEDEP - Executive Development – Fontainebleau

Marketing Director, innisfree USA

Managing 11 brands across Cosmetics, Wellness and Lifestyle - Brands include Cosmetics (Biodance, Bebe de Blanc, Nuash, epineauvou), Wellness (Labtrition, Hmind, re:once, mfy lab) Lifestyle brands (Dentio, Grey Ground,Cllw)

- Leading 11 brands, responsible for planning and driving 11+ brands’ communications across all customer-facing touch points, including advertising, digital / interactive, channel and retail

- Responsible for developing brand strategy and managing day-to-day activities including product development and strategy, marketing communication (owned, earned, paid) , pricing, procurement, and sales strategy, etc 

- Maximized brand sales with different retail channel strategy: influencer commerce, brand mall, Olive-young, e-retailers (Naver smartstore, 29cm , W concept, SSG, Coupang etc)

- Built team structure and processes to make impactful yet efficient outcomes with limited resources

-Team management of 35+ people : Brand (Cosmetic, Wellness, Lifestyle), Creative, Growth team

Key achievements include
 - Biodance : Tripling the brand sales within a year, brand launch at olive young and collagen mask being #1 beauty product within 3 months after launch,  Rebranding project to escalate the brand 
- Bebe de Blanc : increased digital presence tapping within Mom community growing the brandmall sales 10x within 6 months.

Beauty Selection

Chief Brand Officer

- Responsible for 16 countries’ “go-to-market” strategy including marketing communication (own, earned, paid), sales, and trade marketing strategy to maximize brand awareness and build hero products with impactful 360 campaigns consistent across channels
- Oversees, implements, and analyzes strategic marketing + sales efforts and plans for the team with a heavy emphasis on digital marketing activities

AMOREPACIFIC

Global Marketing Director

- Managing US product portfolio across brand catergories from Global offering
- Leading and implementing integrated marketing and communication strategic calendar 
- Managing “DIGITALeco-system” to create relevant content and activation across Owned / Earned / Paid and drive brand awareness, product buzz & trial, consumer engagement & conversion. 
- Leading concept development and execution of branded experiences  or partnership with 3rd party (beauty festivals, street activations etc) 
- Optimizing budget allocation and monitor ongoing spending
- Team Management overseeing Brand Marketing, PR, Social, Performance marketing, VMD

Head of Marketing and Communication (US)

- Responsible for developing new innovative products (NEXT HERO product)
- Global Expansion strategy : Australia, Canada, EU launch preparation

Global Strategy (innisfree) / 부장, Director

- Marketing Lead for innisfree (No.1 beauty brand in Korea) US launch, the first country out of Asia.

- Conducted various studies and researches to understand New market, customers, retail channels, VMD , sales strategies including promotion etc

- Developed the full market launch strategy from head to toe including 1) brand concept & value proposition, 2) brand heritage story 3) Social / Media strategy

- Closely communicated with US team to develop the go-to -market strategy that works in the local country (US , New York) and also ensure that all the branding / campaign / promotion / tactics are aligned with the brand core value

Marketing Lead for US Launch (innisfree) 

- Responsible for providing long term vision / marketing strategy and yearly marketing calendar for 10 global markets (USA /China / HongKong / Taiwan / Singapore/ Malaysia / Thailand / India / Vietnam / Indonesia) - new launches, pillar products’ renewal and animation of core catalogue

- Develop Brand launch strategy for new markets by analyzing customers behaviors, competitors, and market trends narrowing the killer contents that is aligned with the brand but suitable for the local country (USA, Vietnam, Indonesia)

- Managed the collection and analysis of global markets’ customers’ needs and market insights to provide strategic directions to maximize each countries “go-to-market” strategy (Media Spending, Digital events, Product launch activities etc)

- Educated local marketing liaisons the brand heritage to guarantee the brand identity making sure that all actions are in line with the sense of purpose while nourishing the brand

Global Marketing (Innisfree)

- Responsible of  all marketing activities of a $110M brand (6th biggest brand in Korea, No.2 Skincare brand) with in charge of all product launch strategies, creative approaches, as well as budget and financial analysis

-Identified and communicated the key selling points of brand / products to attract Korean customers and developed innovative “go-to-market” strategy enhancing digital communication and e-commerce

-Seek for new business opportunities and bring excitement to the brand with marketing activities customized to the business characteristics (4 boutiques in high traffic area, Kakotalk, e-commerce)

-Analyzed and strove to understand consumers / beauty market /new trends to develop insights and give feedback and recommendations on product development, concept, and animation ideas to global marketing team. 

-Manage all the marketing spending to make sure all activities and investment is forecasted beforehand and spent under optimal level to secure profit.

-Leading the Kiehl’s Marketing team- Product launch team , Merchandizing team, CRM team (direct report from 10 people) to ensure development and continuity of team expertise and know-how for a sustainable excellent team quality output

Selective Initiatives Include: (Other Samples upon reference)
: 2015 Jan : Precision Lifting & Pore tightening Serum Launch : Strategic collaboration with Lotte bringing the brand back to market growth (Rank up to 4th : 2014 YTD 6th) 
: 2015 Feb : Ultra Love Campaign with 30 celebrities : Led on / offline campaign with limited edition with charity cause to give back to the community

L'Oréal / Kiehl's

Marketing Manager

- Developed and executed local marketing strategies to maximize potential sales growth and minimize cannibalization within the brand’s product geography and strategic direction to contribute to brand development (Category : Anti-aging / Hair / Oil)  

-Work closely with Global team to inspire local consumer insights in order to diffuse Korean beauty in future global product developments

- Responsible for Sales forecast and procurement of to maximize forecast accuracy with all Kiehl’s product to ensure optimized level of stock

-Manage team of four direct reports and budget to develop and implement Kiehl’s product operational marketing activities

Selective Initiatives Include: (Other Samples upon reference)
:2013 Sep/ 2014 May :Super Smart Cream Launch: selected as No.1 Anti-aging cream , No2 Cream , No2 Anti-aging product in 2013 just in 4months after launch (ref. Beaute research), awarded several by media and customers (Instyle star beauty awards, 2014 Singles magazine best cream, 2014 Beautytalk Best cosmetic product
:2014 Sep Hydro Plumping Serum Launch : Awarded Marie Claire de’Excellence De La Beaute, developed new trend of “plumping anti-aging”, 30% link sales with super cream

Product Team Lead (Group product manager)

One Young World

L’Oreal Delegate

- Led a new franchise launch team, a new skincare for acne skin : Purefect Skin (+ 530% growth / + 47% repurchase rate, gained +0.3% of market during launch) 

- Led the new brand platform communication "beauty from the deep" concept. (new AD, brochure, communication message, DMs and etc) 

-Closely worked with Asia zone and international marketing team on new product launches and and suggested innovative new development ideas. (initiated 3 products , 6 ongoing projects) 

- Analyzed the competitive cosmetic market and seek for opportunities in sales goals that are aligned with the brand objectives. 

- Controled the budget monthly / yearly basis on various budget expenses prevent overspending and maximize the results under certain investment level
 
- Management of bodycare junior product manager

L'Oréal

Senior Product Manager

-Responsible for skincare, functional products such as whitening , UV , anti-aging and acne skin. (3 launches, 2 animations)
 
- Launced 1 New franchise in Mencare and 1 "live like a man" campaign to seek opportunities and maximize the potential in mencare business
 
-Developed Key concept and marketing strategy from media plan to digital / promotional activities. 

-Proposed various promotional ideas to maximize the business potential and executed them in a timely manner

Product Manager

-Responsible for the new oncology drugs' pre-launch strategy, involving in building the global brand strategy.
 
-Strategic planning & operating plan development for 13 drugs to achieve desired business outcomes with optimized cooperation with over 15 sales field forces.
 
-Successful launch of Torisel to capture incremental opportunity in the market positioning without cannibalization of other RCC portfolio drugs (Sutene). 

-Implementation of effective promotional plans including online tools to reinforce Torisel’s market
 
Represented Asia zone as a Regional Commercial Lead for Crizotinib
 -Worked as Asia Zone representative for the worldwide TFT to launch the new innovative lung cancer drug
 -Initiated Asia workshops to analyze Asia specific needs and collaborated them into the international strategy

Pfizer

Product Manager (level 2)

-Prepared for re-launch for a breast cancer hormonal therapy drug, Aromasin from registration / reimbursement strategy to post-launch marketing promotional strategy
 
-Developed strategies and programs to successfully penetrate the breast cancer market, and surgeon market which was new to Pfizer
 
- Achieved +160% sales achievement with 150% growth

Product Manager (level 1)

-Successfully lead and coordinated corporate strategic projects (e.g. CV portfolio maximization, Goal Alignment meeting, Global HQ visits etc)
 
-Proactively lead and arranged regular planning processes to overview the vision of Pfizer Korea with top management
 
-Developed strategies to propose for strategic alliance with other companies to maximize current portfolio

Project Manager in Strategy Planning Team

-Analyzed biotherm customers based on buying behavior and and proposed a CRM strategy to maximize the sales 
- Suggested a new customer program to increase the retention rate 
- Suggested a new VIP program for the Biotherm Homme customers

Wonny Han