Hayoung Ryu

YouTube Strategic Partnerships Development Manager

• Developed and managed media strategies and budget plans aligned with new initiative launches and brand objectives. Led execution with a test-and-learn approach, optimizing paid search strategy and achieving an improvement in both efficiency and effectiveness. • Designed and led trials for new user acquisition through targeted promotions, offline activations, and App/Card partnerships, contributing to new user acquisition with high conversion rates.

• Developed and executed integrated marketing strategies, including by-channel portfolio management, cross-platform media planning, and brand communication in collaboration with cross-functional teams. Achieved double-digit growth over three consecutive years, driving +2% market share growth and securing No.1 shampoo brand position for the first time. • Successfully launched Head & Shoulders’ first professional lineup with a comprehensive marketing strategy, including celebrity-led awareness campaign, word-of-mouth and trial-building initiatives through sports team collaboration. Surpassed targets with a 106 IDX in the first quarter, contributing to 10% of total brand sales.

• Managed partnerships with 150+ beauty brands, planning & executing promotions, and expanding product portfolio to align with platform growth strategies. • Sourced products and designed promotions tailored to shopper profile, achieving a 5% YoY sales growth and 4% improvement in contribution margin in Q4 2020.

• Responsible for preparing daily sales performance reports for the beauty category to support strategic planning and decision-making. • Proposed a collaboration between Hmall Shopping Live and the Department Store Cultural Center as part of new service development to enhance shopper engagement and cross-platform synergy.