핵심 자격 요약 (SUMMARY OF QUALIFICATIONS)__________________________________________
- 20년 이상 글로벌·로컬 디지털 환경에서 서비스 마케팅, 퍼포먼스 최적화, 이커머스 플랫폼 전략을 수행한 시니어 마케터.
- 데이터 기반 의사결정, Growth Test(A/B/n), 유저 인사이트 분석, GTM 실행 및 서비스 개선에 강점.
- 국내 로컬 플랫폼(Naver/Kakao) 운영 경험을 바탕으로 실제 성과 중심의 성장 리드.
- 금융/핀테크 서비스의 데이터 구조를 이해하고 전략적 통찰력을 제공할 수 있는 기술적 배경 보유.
전문 경력(PROFESSIONAL WORK EXPERIENCE)___________________________________________
Expedia Group/Hotels.com Korea Co., Ltd. (서울, 한국)
글로벌 이커머스 플랫폼 최적화 리드 (Vega 프로젝트) (2025년 2월 – 2025년 7월)
- Multi-Arm Bandit(MAB) 기반 글로벌 Test 전략을 브랜드 총괄하며 CTR, GP 등 핵심 지표 개선.
- 12개 시장 대상 대규모 A/B/n 테스트 운영 및 서비스 기능 출시를 위한 GTM 실행 리드.
- 웹/모바일 플랫폼 환경에 즉시 전이 가능한 CRO(전환율 최적화) 및 Growth Test역량 입증
- 제품·기술·마케팅·운영 조직과의 교차 기능 협업을 통한 서비스 개선 주도.
SEO 매니저, 글로벌 전략 (2022년 3월 – 2025년 1월)
- 미국/영국/호주/일본 우선 시장 중심으로 플랫폼 데이터 분석 및 성장 전략 수립.
- 신규 온라인 서비스/결제 파트너십(Naver Pay 등) 협업 및 실행.
- 글로벌/로컬 마케팅 조직과 협업하여 서비스 트래픽 및 CVR 향상.
APAC SEO Head (2019년 5월 – 2022년 2월)
- 한국·일본 시장의 고객 획득 및 참여 강화를 위한 로컬화 전략 수립 및 실행.
- 마케팅 분석·리포팅 프로세스 구축으로 퍼널 효율성 개선.
- PR/소셜/제휴 및 Paid media를 통한 인바운드 성장 전략 리드.
Expedia Asia Pacific Ltd. (Central, Hong Kong)
시니어 SEO 매니저, 아시아 태평양 (2018년 4월 – 2019년 5월)
- 7개 주요 시장을 대상으로 콘텐츠 기반 디지털 브랜드 경험 신규 플랫폼 개발.
- 글로벌 콘텐츠 파트너십 관리 및 브랜드 메시징 강화.
SEO 매니저, 아시아 태평양 (2013년 5월 – 2018년 3월)
- 한국 SEO 시장 진입 전략 설계 및 실행 → 글로벌 #2 시장 달성, GBV +376% 성장.
- 대시보드/워크플로우 등 표준 운영 체계 구축.
- 홍콩 관광청(HKTB) 전략 파트너십 발굴 및 운영.
LG CNS Co., Ltd. (서울, 한국)
시니어 비즈니스 개발자 & B2B 플랫폼 전략 리드 (2002년 6월 – 2013년 3월)
- 유럽/러시아/브라질 등 글로벌 시장 대상 LGE B2B 영업·마케팅 플랫폼 구축 및 확산.
- B2B 디지털 서비스 신규 라인(SEO 포함) 기획 및 운영 체계 구축.
- B2B 포털의 GTM 및 요구사항 정의, 비즈니스·기술 연결 역할 수행.
- ‘구글 팬더(Google Panda)’ 업데이트로 타격을 입은 LGE, 78개 브랜드 사이트의 구글 재인덱싱(Re-Indexing) 프로젝트 성공적으로 리드.
- LG Card 신영업프로젝트 분석 및 개발을 통한 금융 도메인의 복잡한 데이터/시스템 이해.
국내 로컬 디지털 전문성 (KEY LOCAL DIGITAL EXPERTISE)________________________________
- Naver Café, Naver Post, 브런치, 티스토리 등 Owned Media 채널 전략 운영.
- 성과: Naver Café +450%, Tistory +139%, Brunch +157%, Naver Post +67% 등 유기적 성장 달성.
- 콘텐츠/CRM/캠페인 간 연동을 통한 라이프사이클 성과 향상
학력 및 기술 (EDUCATION & SKILLS)_______________________________________ _________
- 학력: 덕성여자대학교 (서울, 한국) – 철학 학사 (1994-1998)
- 핵심 역량: 서비스 마케팅, Paid Media (검색, 컨텐츠) 및 CRM 캠페인 성과 측정 및 효율화, 데이터 기반 분석, 로컬 플랫폼(Naver/Kakao) 전략, GTM 실행, B2B/플랫폼 비즈니스
- 기술 : Tableau • SQL • GA4 • GSC • Ahrefs • SEMrush • JIRA • Confluence • Slack • Miro • Trello
- 언어: 한국어 (원어민), 영어 (유창)
- 자격증: Google Adwords, Oracle OCP, Microsoft MCSE, 검색광고마케터 1급(KAIT)
- 출판물: 네이버로 성공적인 비즈니스를 운영하는 방법 (2020)
SUMMARY OF QUALIFICATIONS_________________________________________________________
- Strategic Growth Leader with over 20 years of experience in the global travel-tech and e-commerce industries, including a 12-year tenure at Expedia Group.
- Proven track record in driving exponential business impact through data-driven optimization and cross-functional leadership in the APAC market.
- Strategic Growth & Scalability: Expert in scaling platforms by integrating advanced testing frameworks (e.g., MAB-based Vega project) that resulted in a 376% increase in GBV and significant GP growth.
- Global-Local Bridge: Successfully localized global strategies for the Korean market, leveraging deep insights into local ecosystems (Naver/Kakao) while maintaining global operational standards.
- High-Impact Leadership: Adept at leading multi-disciplinary teams (Product, Engineering, Marketing) to solve complex business problems and optimizing marketing ROI and driving profitable growth through automated testing framework in highly competitive environments.
- Expert in transforming complex datasets into actionable growth strategies, utilizing technical tools to drive alignment across global HQ and local LoBs.
PROFESSIONAL WORK EXPERIENCE_____________________________________________________
Expedia Group/Hotels.com Korea Co., Ltd. (Seoul, Korea)
Global E-commerce Platform Optimization Lead (Vega Project) Feb 2025 – July 2025
- Led the end-to-end Go-to-Market (GTM) strategy for the Multi-Arm Bandit (MAB) Global Product Optimization Project, from hypothesis design to execution.
- Significantly improved core platform business metrics (CTR, GP) across 12 key markets by scaling large-scale A/B/n tests.
- Orchestrated global, critical cross-functional collaboration (Product, Tech, SEM, Operations) to ensure full-cycle platform strategy implementation.
SEO Manager, Global Strategy Mar 2022 – Jan 2025
- Led market strategy for priority markets (US, UK, AU, JP); analyzed platform and business data to develop strategic plans for sustainable growth.
- Proactively addressed significant business risks (e.g., negative viral risk in Japan) while simultaneously identifying new revenue opportunities.
- Led cross-functional collaboration to develop and implement new online business initiatives, including supporting the Naver Pay partnership launch and managing strategic campaigns.
- Established a multi-dimensional performance dashboard using SQL and Tableau to monitor real-time health across 20+ markets and 10+ LoBs, reducing reporting latency and accelerating strategic pivot cycles
APAC SEO Head May 2019 – Feb 2022
- Drove the market growth strategy for Japan and Korea to boost customer acquisition and engagement.
- Developed analysis and reporting processes to define the best approach for customer engagement and retention.
- Provided expert market analysis of complex digital ecosystems (e.g., Naver vs. Google) to inform localized business and market-entry strategies.
- Led a global inbound marketing and strategic partnership initiative, building a new methodology, setting KPIs, and collaborating with PR, Social, Affiliate Partner teams, and agencies.
Expedia Asia Pacific Ltd. (Central, Hong Kong)
Senior SEO Manager, Asia Pacific April 2018 – May 2019
- Spearheaded new platform development (blog platforms) in 7 key markets (US, KR, JP, HK, TW, etc.), establishing new digital brand experience spaces based on content
- Maximized content and inbound marketing efforts through managing global external partners, driving the authentic dissemination of the brand message (Earned Media) and contributing to long-term consumer relationship building.
SEO Manager, Asia Pacific May 2013 – Mar 2018
- Designed and executed Korea’s SEO market-entry strategy → elevated Korea to #2 global market with +376% GBV growth.
- Built standardized SEO operations (dashboards, workflows, templates) to enhance global execution quality.
- Initiated and established a key strategic partnership with the Hong Kong Tourism Board (HKTB).
LG CNS Co., Ltd. (Seoul, Korea)
Senior Business Developer & B2B Platform Strategy Lead Jun 2002 – Mar 2013
(Business Developer / Project Manager / Platform Analyst)
- Led global deployment of LGE B2B digital platforms across Europe, Russia, Ukraine, Brazil, and South Africa.
- Conducted strategic market analysis and consulting to identify digital transformation and growth opportunities.
- Designed new B2B digital service models (including SEO) and operational frameworks for enterprise clients.
KEY LOCAL DIGITAL EXPERTISE (Owned Media Strategy & Content Marketing)_______________
- Strategic Ownership of Korea’s Top Local Platforms: Led the full strategy and operations for Brunch, Tistory, Naver Post, and Naver Cafe, activating them as scalable acquisition and engagement channels.
- Proven Results:
Naver Cafe: +450% YTD traffic growth (2015),
Kakao Tistory : + 139% YTD traffic growth (2016),
Kakao Brunch: +157% YTD growth (2017),
Naver Post: +67% YoY growth (2018)
These achievements demonstrate mastery in powering high-impact, low-cost traffic growth through localized content.
- Cross-Functional Alignment: Managed agencies and aligned content calendars with marketing, CRM, and paid channels to enhance lifecycle performance and campaign efficiency.
EDUCATION______________________________________________________________ _________
Ducksung Women’s University (Seoul, Korea) 1994-1998
Bachelor of Arts – Major in Philosophy
SKILLS & CERTIFICATE__________________________________________________ _________
- CORE COMPETENCIES
- Digital Performance & Full-Funnel Optimization
- E-commerce Platform Strategy & CRO
- Korean Digital Ecosystem Mastery (Naver/Kakao)
- Cross-Functional Leadership & Program Delivery (GTM)
- Owned Media & Content Strategy
- Data-Driven Insights & Business Analysis
- TECHNICAL & PROFESSIONAL SKILLS
- Technical Proficiencies: SQL, Tableau, GA4 — Architected automated reporting frameworks by extracting raw data via SQL and visualizing insights through Tableau, empowering executive-level strategic decision-making across diverse segments including countries, languages, brands, and Lines of Business (LoB)
- LANGUAGES
- Native Korean, Fluent English.
- CERTIFICATIONS
- Google Adwords Certification, Oracle Certified Professional, Microsoft Certified System Engineering, Search Advertising Marketer First Grade (KAIT).
Publications______________________________________________________________________________
How to Run a Successful Business with Naver (2020) — Practical guide to navigating Korea’s digital ecosystem, emphasizing SEO, content strategy, and eCommerce growth on Korea’s largest search and commerce platform.