HeeJu Lee

Experience

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  웅진식품

  Jan 2011 - Jan 2011

  Marketing Intern

  • Involved in BTL advertising project and PPL supporting the team and learned the basic idea of marketing field• Participated in creating PR plan for new coffee brand and learned writing and presenting press releases

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  Groupon

  Feb 2012 - May 2013

  Marketing / PR Specialist

  • Learned the online Marketing field of consumer goods and participated in promotion event• Managed Corporate Blog and uploaded daily information for online viral• Responsible for communication between the organization and media outlet• Making broadcast appearance as a Groupon PR Representative

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  Weber Shandwick

  May 2013 - Apr 2017

  Account Supervisor

  Team: Marketing Communications Division / IMC DivisionClient: LG Display, IKEA, Philips, US Meat Federation, KAYAK (Priceline group), POSCO, Galderma Korea, etc,.IKEA:•Coordinate and carry out off-line pop-up store to spread out brand launch news•Design and execute digital campaigns including social media channel management•Develop strategies for the key opinion leaders including online influencers such as power bloggers and Instagrammers•Operate press event in pop-up store to secure organic coverages by delivering brand experience to journalistsKAYAK (Travel app):•Create and implement result-driven IMC campaigns/events (brand launch, press conference, media meet-ups, social channel management, community tie-ups, celebrity marketing and etc.)•Plan and provide brand ambassador program, shoot the advertisement and utilize celebrity to increase brand recognition effectively•Brainstorm and develop digital contents and PPL opportunitiesPhilips:•Analyze and develop sales-driven social/digital strategies •Brainstorm and contribute to improvements in online sales along with create eye-catching, memorable and comprehensive contents•Plan and operate offline cooking class and beauty class to meet consumers’ needs and strengthen brand royalty through the brand experiences US Meat Federation:•Lead sponsorship campaign ‘JARASUM international jazz festival’ from produce brand booth to create various consumer programs for 3 days•As a main contact person, generate a smooth and direct communication with BTL agency and clients to lead successful sponsorship campaign•Develop and disseminate optimized brand contents for each channel, Naver Post, Facebook and Kakao Story•Plan and execute the various online/social tie-ups including Dingo for maximize viral effect of US BBQ gourmet week to promulgate the quality of US meatLG Display / POSCO / Galderma Korea•Brand’s SNS channel operation, Native ad execution and community tie-up Show less

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  Columbia Sportswear Company

  Apr 2017 - Feb 2019

  Marketing Specialist

  Team: Brand Marketing Team from Marketing & E-com Division• Deliver key communications messages by utilizing various media including ATL, BTL advertising, digital and PR / Develop media mix to approach target consumers effectively• Execute social activities/communications to drive brand awareness / Utilize social influencers such as bloggers and Instagrammers to increase brand recognition and preference• Plan and create advertising creative and spread these through the attractive touch points• Build communication strategies/programs/contents Show less

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  Electrolux

  Feb 2019 - Mar 2020

  Marketing Specialist

  • Develop digital campaign strategy and activation plan• Based on 360 marketing approaches, planned and executed campaigns from exposure to conversion driving• Analyze the data for higher advertising efficiency in owned social media and brand website• Lead daily always-on communication channel management including Facebook, Instagram, YouTube and NAVER TV.• Develop creative (key visuals, TVC/digital video, product images, etc) and implement in offline and online• Various agency management: media, ad, social, PR, CRM, research and website agencies to bring synergy of one campaign• Manage PR activities and media inquiries• Manage CRM activities and brand community to enhance the membership experience• Lead CSR activities to deliver the company mission and build better society and sustainability Show less

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  The Coca-Cola Company

  Mar 2020 - Mar 2024

  1. Lead consumer interaction transformation initiatives across APAC:• Drive synergies of scale, productivity, and operational excellence by challenging and building on existing frameworks/platforms and by importing and exporting great ideas.• Influence, align and negotiate with senior leaders across APAC, to adopt, support and implement the elements outlined in the scope of the role.• Operate and interact with global/region resources (Integrated Marketing Communications, PACS, Knowledge & insights to fully leverage the potential of a networked organization.2. Drive APAC CIC innovation agenda in partnership with the Operating Unit CIC leads:• Identify key opportunity areas of improvement and lead the deployment of process optimizations, service improvements, and industry-leading innovation across APAC.• Manage the APAC innovation agenda, establishing a fit for the future innovation model together with other CIC regions and with Global. This includes relevant global tools & platforms, recommending and coordinating with other Marketing sub-functions, to share learnings. Promote the lifting & shifting success cases to foster networked experimentation and accelerate non-duplicative learning and development of Innovation capabilities. • Act as a change agent, able to transform Marketing by bridging the future and the present, flexibility and discipline, processes, and iteration, global and regional.3. Digital Communication:• Lead digital consumer communication through our various digital / social platforms.• Develop innovative solutions to improve and increase consumer engagement on digital platforms to help grow brand metrics.• Manage the social media interaction team for marketing support and risk management. Show less • Manage Digital & Social Marketing and day-to-day activities including:- Assist in the formulation of strategies to build a lasting digital connection with consumers.- Manage D2C app. to improve performance for transaction marketing.- Plan and monitor the on-going company presence on social media. (Instagram, Facebook etc.)- Plan and monitor Digital paid media execution.- Develop creative ideas for content marketing and engagement program.- Collaborate with agencies to improve user experience.- Measure performance of digital marketing efforts using a variety of Web analytics tools.- Acquire insight in online marketing trends and keep strategies up-to-date.- Maintain partnerships with media agencies and vendors.• Become an advocate for the company in Digital media spaces, engaging in dialogues and answering questions where appropriate.• Demonstrate ability to map out a comprehensive marketing plan. Drive strategies that are proven by testing and metrics.• Monitor trends in social media tools, applications, channels, design and strategy.• Implement ongoing education to remain highly effective.• Identify threats and opportunities in user-generated content surrounding the company. • Report notable threats to appropriate management.• Analyze campaigns and translate anecdotal or qualitative data into recommendations and plans for revising Digital / Social media, content marketing.• Monitor effective benchmarks (Best Practices) for measuring the impact of social media campaigns. • Analyze, review, and report on effectiveness of campaigns in effort to maximize results. Show less

  • Social Listening & Engagement APAC Senior Manager

    Aug 2021 - Mar 2024

  • End to End / Digital & Social Marketing Manager

    Mar 2020 - Jul 2021