Work experience

• senior director, global retail strategy - north america

  Samsung Electronics UK

  2025.09-Current

  (4 months)

  Transitioned to the MX Global Retail team in Suwon to oversee North America retail Go to market strategy in close partnership with Samsung Electronics America retail leadership. Responsible for developing and executing GTM strategies, synchronizing global and NA retail priorities, and driving SES (Samsung Experience Store) strategy to enhance customer engagement and brand presence. Lead cross-functional alignment between HQ and NA market teams, ensuring that new product launches, retail innovation projects, and visibility programs are executed seamlessly and deliver measurable results. .
• Senior Director, Retail Strategy, Planning and Innovation

  samsung electronics america

  2021.04-2025.08

  (4 years)

  Recruited to lead strategic transformation in retail operations and accelerate innovation across direct and indirect channels. Partnered with global and U.S. teams to shape go-to-market strategy, enhance customer experience, and scale performance through data-driven insights. Key Achievements: · Samsung Experience Store Transformation Spearheaded a pilot for a medium-format store, setting a global precedent. Introduced a direct inventory model, optimized third-party labor partnerships, and launched a seamless O2O and SMB experience. Result: Revenue grew 108%, from $14.9M (2020) to $31.2M (2023)/$45.1M(2024). Managed 100+ Sales rep with shopper journey based training · Field Force Management Led a nationwide team of 800+ field staff (Promoters and Field Sales Managers) supporting 23K carrier and national retail outlets, boosting sell-out performance and strengthening retail execution. Developed and rolled out sales, marketing, and promotional initiatives customized to various retail formats, ensuring consistent brand impact and market growth. Served as the key bridge between frontline teams and corporate leadership, aligning field execution with overall business goals. Built and oversaw a talent development system that enhanced frontline skills and supported long-term capability growth. Compiled executive summaries for major smartphone and tablet launches and produced competitor insights that informed leadership strategies. Drove the expansion of Samsung’s Ecosystem Retail Demo program, growing its presence from 700 stores in 2021 to over 4,500 in 2024, enabling consumers to experience Samsung’s connected devices in one integrated retail environment. · Go to Market Strategy and Planning Led end-to-end GTM efforts for Samsung’s mobile portfolio across the U.S. market. Worked closely with Global HQ to set, align, and localize strategies for major carriers and retailers including T-Mobile, Verizon, AT&T, Best Buy, Costco, and Walmart. Translated complex data and initiatives into clear, executive-ready presentations to drive alignment at the leadership level. Defined and tracked annual, quarterly, and monthly GTM KPIs, monitoring results across product launches and year-over-year performance. (Display door / Training frequency / vPMR / Rep Skill / Demo Rete, etc.) Aligned training programs with GTM strategy by guiding the Training Team to customize content for each sales channel. Directed field activity plans to maximize impact in line with GTM objectives. Managed sales enablement platform enhancements to boost retail associate engagement and strengthen brand advocacy. Delivered timely launch reports and Unpacked recaps to senior leadership. Partnered with the Retail Design Center and Supply Chain teams to ensure effective asset creation and on-time distribution. Scaled the geo-fence push notification marketing platform from pilot programs to full rollouts across carrier partners. · Training Management Drove the nationwide rollout of Samsung’s Ecosystem Retail Demo, growing coverage from 700 stores in 2021 to 4,500+ by 2024, giving shoppers a seamless hands-on experience with connected Samsung devices. Directed a global team of 30+ learning professionals (both remote and on-site) to deliver product and skills training for 500 employees and over 100K retail associates across multiple sales channels. Built and launched strategic learning programs that boosted internal KPIs by 37% YoY (vPMR, Reps Skills, Demo Rate) and expanded the training audience by 43%, leveraging data insights and cross-channel partnerships. Created a scalable learning strategy blending digital and in-person experiences, ensuring consistency and alignment with core business goals across a dispersed workforce. Partnered with Product, IT, Sales, Marketing, and external vendors to deliver impactful training solutions, including results such as a 287% sales lift after regional trainer visits Set up measurement and reporting standards to track training effectiveness, performance, and skill gaps—providing executives with clear recommendations that improved operational results. · Strategic Program Management Lead, develop, drive project management of key strategic retail initiatives, ensuring timely deliverables and maximum ROI. Programs: Sales Enablement Platform Global Expansion, National Sales/Training Meeting, Field Career Development Program, Field Kits, Touch Marketing Campaign, Carrier Partner Data Maximization. · Multi-Device Experience Rollout Led the nationwide launch of Samsung’s ecosystem retail demo. From 700 stores in 2021 to over 4,500 by 2024 – enabling consumers to interact with interconnected Samsung devices in a unified setup. · Digital POP and Fixture Innovation Designed and executed a digital point-of-purchase program in 3,500 carrier stores, boosting brand visibility and promotional effectiveness. Modernized brand presence in 1,000+ partner locations with updated fixtures and interactive displays. · Flagship Pop-Up Experiences Orchestrated large-scale experiential pop-ups strategically timed with flagship launches and seasonal peaks, elevating brand visibility and customer engagement. 2023 activations attracted 5M+ customer interactions, expanding into high-traffic venues such as airports, malls, and major sports arenas. Directed a team of 100+ promoters, implementing a standardized customer engagement journey supported by tailored training programs to ensure consistency and impact.
• Senior Manager, Global Retail Strategy

  samsung electronics - mobile division (mx)

  2017.07-2021.03

  (4 years)

  Transitioned to the MX Global Retail team to shape global retail Go to market strategy, implementation frameworks, and performance management initiatives. Key Achievements: · Led global MX Retail Global Go to market strategy and planning, including stretch targets and KPI frameworks across markets. · Developed short- and mid-term strategic plans and performance reporting for senior leadership. · Designed and implemented global Samsung Experience Store strategies, driving sales performance and operational consistency. · Hosted global workshops to align regional teams and leadership on business priorities. · Monitored market, consumer, and tech trends to identify retail innovation and project opportunities.
• Manager, Retail Strategy and Operations

  SAMSUNG ELECTRONICS UK

  2017.01-2017.07

  (7 months)

  Conducted a short-term international assignment to revamp the Mobile Retail Go to market Strategy and Operations team for the UK market. Key Achievements: · Aligned UK Retail Go to market Strategy with global initiatives, improving in-store brand and product visibility and Sales Associate readiness, through training and brand engagement. · Led immersive Gear VR and Gear 360 experience projects, deploying interactive demos across key retail channels, essential for driving engagement with these new products/categories · Executed Retail Operations transformation: · Redefined field team KPIs, roles, and responsibilities. · Re-mapped store network with this new performance criteria. · Launched a new incentive scheme and structured career path for field staff.
• Manager, Retail Marketing

  samsung electronics - mobile division (mx)

  2010.01-2016.12

  (7 years)

  Moved from Engineering to Retail Marketing to lead initiatives focused on enhancing in-store experience and global sales effectiveness. Key Achievements: · Directed global Sales Associate motivation programs, including the 2016 Global Galaxy Cup. · Designed and rolled-out global Retail Training strategies: · Led Best Buy in-store consumer training pilot (US). · Developed Training apps and sales process enhancements. · Managed global execution plans for key flagship launches. · Oversaw Go to market readiness projects across Middle East and Asia, enhancing retail fundamentals and customer experience.
• Associate Engineer, Mechanical Engineering Development

  samsung electronics - mobile division (mx)

  2007.02-2010.01

  (3 years)

  Contributed to Mechanical Design and Engineering for next-gen Samsung mobile devices. Gained foundational Product Development experience before transitioning to Retail.

Educational experience

• Sogang University, Seoul, Korea

  Mechanical Engineering.

  1999.03-2007.02

  (8 years)

  Mechanical Engineering

Languages