Professional

“Business Planning & Strategic Metrics”

CJ ENM, Music IP Marketing & Artist Business Strategy

Strategic KPI Development & Performance Analysis

• Analyzed artist business performance (P/L-based) across music, content, and licensing, along with the strategic design of Key Performance Indicators (KPIs).

• Prepared strategic planning reports for 3+ major music IPs, incorporated into monthly executive briefings.

• Participated in the ZB1 Global Debut Project Schedule as Project Manager, coordinating schedules and content development with approximately 20 internal and external partners.

App/Web Log Analysis & Social Dashboard Development

• Spearheaded the implementation of dashboards on big data social analytics platforms (Synthesio & Brandwatch) to foster data-driven decision-making.

• Contributed to UX design and planning for an internal data platform, enhancing user experience and delivering real-time insights.

• Collected and analyzed application and web logs, open data, and fandom platform data utilizing Python and SQL to extract consumer behavior patterns and trends.

In-House Report Management 

• Generated 60+ weekly/monthly reports, synthesizing content consumption metrics, consumer feedback, and other relevant data, which are utilized for management strategy meetings and executive reports.

• Aggregated data from artists' social media accounts, community websites, fan clubs, streaming platforms, big data platforms, fan engagement applications, and music distributors.

• Visualized data using Google Sheets and Microsoft PowerPoint, ensuring clarity and impact in the presentation of business insights.

“Global Marketing for Human IP”

CJ ENM, Music IP Marketing & Artist Business Strategy

K-POP album Marketing 

• Executed domestic and international advertising campaigns across Apple Music, Sony Music, Spotify, and YouTube, maximizing global audience engagement.

• Assisted in coordinating album promotion initiatives, including outdoor advertising, pop-up events, and promotional websites.

J-POP album Marketing

• Collaborated with Sony Music Entertainment Japan to produce targeted album promotion content on SNS, enhancing the visibility and impact of music releases in the Japanese market.

• Produced engaging short-form videos designed to captivate Japanese audiences, successfully launching a 'dance challenge' that significantly boosted fan interaction.

Indie album Marketing 

• Spearheaded the marketing campaign for the first full album, overseeing the development and execution of both online and offline promotional content (eg., Webtoon storytelling and Cinema concert)

• Led the promotion of Ha Hyunsang’s 1st full album, driving first-week sales to 20,500 copies—10,000 more than his previous record. 

• Collaborated with UK-based pop singer 'Etham' to successfully release an international artist collaboration album.

Concert Marketing 

• Contributed to conceptualizing a K-pop idol convention booth for global concerts (KCON), enhancing brand presence and engagement in international markets.

• Led promotional efforts for fan meeting concerts, leveraging official social media channels to drive ticket sales and maximize audience attendance.