Product & brand marketer · New York
Marketing Manager at The Estée Lauder Companies and founder of IEUM. I take products from development to market across beauty, tech and spirits, in Seoul, Paris and New York.
YoY category sales growth, Balmain Beauty fragrance
Advertising revenue driven, TikTok Ads EMEA
From launch to first client, IEUM
Countries lived
Korea, France, US
Regions led
EMEA, NOAM, APAC, UK&I, LATAM, Travel Retail
Industries
Beauty, tech, spirits, healthcare, live music, travel
Languages
English, Korean, French, Japanese
2023 to now
Image: Balmain BeautyMarketing Manager, The Estée Lauder Companies
Year on year category sales growth, from month 3 to month 12 after launch
Take Balmain Beauty into ultra luxury and prestige fragrance.
Launched the Les Éternels collection and Destin across five regions, leading concept, packaging, pricing and the retail launch.
Image: TikTokAssistant Product Marketing Manager, TikTok Ads EMEA
Multimillion dollar advertising revenue across EMEA
Bring TikTok Ads products to advertisers across EMEA, including the Video Shopping Ads rollout.
Led positioning, sales enablement and product optimization with product and sales teams.
Founder, luxury Korean travel concierge
From launch to the first client
Connect international travellers with Korea's wellness and cultural experiences.
Built IEUM from 0 to 1 on my own: brand, website, social media, content and partnerships. Won the first client through GEO (generative engine optimization), using AI workflows to scale content.
2015 to 2022
Improved corporate level marketing efficiency at Pernod Ricard headquarters, including building the global agency roster.
Built competitor social marketing strategy insights for Kilian Paris and Editions de Parfums Frederic Malle, then scaled the insights across EMEA markets.
Built the product roadmap and launch pitch for a mixed reality cognitive rehabilitation system for therapists and patients.
uokdc.com →
Managed artists and event operations for the 16th edition of one of Korea's largest jazz festivals.
The 2019 festival →
Advised customers on skincare and makeup at Korea's leading health and beauty retailer.
Developed special campaigns and activations for the Pink Ribbon Campaign's 15th anniversary, including the Seoul Love Marathon.
The campaign story →
About
I was the first in my family to live abroad, to earn a higher education degree and to speak a foreign language.
Today I take products from development to market and to the consumer, from launching Balmain Beauty's fragrance categories at The Estée Lauder Companies to founding IEUM, a luxury Korean travel concierge.
Off duty, you'll find me in a New York jazz bar or planning a slow wellness escape back in Korea.