Strategy that gets brands into new markets.

Comfiknit had a differentiated product (moisture-regulating fabric backed by medical research) but no U.S. go-to-market plan, no fixed marketing budget, and a leadership team that needed to see a credible path before committing resources.

• Category research: Mapped the U.S. wellness-apparel landscape to pinpoint where Triknit fabric and Eczewear's medical backing create real differentiation.
• Phased budgeting: Built a marketing budget that scales with traction instead of assuming a large up-front spend.
• Action planning: Designed a 30/60/90-day and 6–12 month roadmap so leadership could see exactly what happens, when, and why.

A full strategy leave-behind (Word) and an executive pitch deck (PowerPoint) covering both the U.S. and Hong Kong markets, built to walk stakeholders through the opportunity, the budget, and the roadmap in a single sitting.

The content team was operating on volume: publish everywhere and hope something lands. There was no shared definition of what a piece of content was supposed to accomplish, and no way to trace a story back to the donor, advocate, or community action it inspired.

• Outcome-based KPIs: Defined content metrics tied to donor engagement, advocacy action, and program participation, not just traffic and opens.
• Attribution reporting: Set up reporting that traced individual pieces of content back to specific donor, advocate, and community actions.
• Data-grounded segmentation: Replaced one blanket narrative with messaging tailored to distinct donor, advocate, and community motivations, and tracked which segment responded to which approach.

Campaign participation increased 45% on integrated campaigns using survivor, advocate, and community narratives, once we could see which stories and formats actually moved people and double down on those.

On the vendor and agency side, real performance data brought cost-per-acquisition down 19% by making the team far more disciplined about what we paid for creative and production.

Beyond the numbers, the framework itself became a lasting capability. It's still the operating model the team uses to decide what to make and why.

Across 20+ brands, paid campaigns often launched as one-off requests, disconnected from email, SEO, social, and landing page messaging. That made it hard to know whether a dip in lead quality was a media problem or a message problem.

• Trend analysis: Worked in GA4, Google Ads, and GTM to identify quarter-over-quarter shifts in lead volume, cost-per-lead, CAC, and conversion quality.
• Message refinement: Used those signals to sharpen campaign messaging and conversion paths, and to decide which narratives, offers, and creative formats to scale or cut.
• Standardized playbook: Built the campaign playbook that routed paid through the same intake-to-approval process as every other channel, cutting go-to-market time by 31% and improving consistency across brands.

This work fed directly into the broader demand generation engine, which drove $2M+ in pipeline influence and a 20% MQL-to-SQL conversion benchmark.

I didn't hold the media budget or platform-level ROAS directly. The tracking integrity and messaging refinement I drove were part of what let the team see those trends clearly enough to act on them.

Campaign performance lived in Google Ads and Meta, lead and pipeline data lived in Salesforce, and behavioral data lived in GA and GTM, with marketing automation running nurture separately from all of it. Without a shared view, it was hard to tell whether a soft quarter was a traffic problem, a landing page problem, or a sales follow-up problem.

• Cross-platform connection: Linked Salesforce, GA, GTM, Google Ads, Meta, and marketing automation data so campaign performance, lead quality, and pipeline outcomes could be read as one funnel instead of six separate reports.
• Funnel analysis: Used funnel analysis to isolate exactly where post-click friction was costing form completions, then rebuilt the weakest landing page steps.
• Nurture & re-engagement: Supported nurture and re-engagement programs aimed at mid-funnel contacts who had gone quiet, tying every send back to pipeline outcomes.

Fixing post-click friction increased landing page form completions by 28% in three weeks. The nurture and re-engagement work lifted MQL-to-SQL conversion by 22%, reactivated 150+ mid-funnel contacts, generated roughly $500K in new pipeline, and cut cost-per-opportunity by 35%.

A photo-booth-style vending kiosk in Seongsu or Hongdae runs a 15-second mood quiz, prints a personalized "skin mood" card, and dispenses a matching color-coded sample. The printed card doubles as the ad. No incentive needed to share it.

Demand gen

• The kiosk is a destination, not an interruption. People already stop for photo booths.
• Launch in Seongsu and Hongdae first, then rotate through Olive Young flagship stores.

Product marketing

• Repackage the hero mask and serum as a six-mood collection in pastel color blocks.
• "Collect all six" drives basket size once a customer has sampled one or two.
• Limited-batch scarcity creates believable, free PR.

Amplification

• TikTok and Reels "duet your mood reveal" content under #오늘내피부무드.
• 8 to 10 mid-tier GRWM creators, seeded rather than scripted.
• Naver Blog and Cafe seeding to capture pre-purchase search intent.

An Olive Young endcap mirrors the quiz as a shelf-topper, and mini SKUs get impulse placement at GS25 and CU near checkout.

What we'd measure:

• Booth completion rate
• UGC volume and reach on the hashtag
• QR redemption to purchase
• Sell-through by mood SKU

Scrappy: A backdrop, a printed quiz, and a staffed sampling table at one location for two to three weeks.

Full build: A custom kiosk, multi-location rotation, creator budget, and Olive Young co-op spend.