I build brands
for moments
of change.

Brand strategist and marketing leader with 18 years of experience across FMCG, retail, F&B, lifestyle and entertainment.

My work spans brand strategy, new brand creation, integrated marketing, design and consumer experience — from P&G and Shinsegae to Samyang Foods.

I started my career in consumer marketing and brand management, before moving into corporate brand strategy, new business and broader brand leadership.

Over time, my work has expanded from managing individual brands to building brand portfolios, creating new businesses and leading marketing, design and communication across organizations.

Notes on brands, business, design and consumer culture — mostly based on things I have learned through actual work.