heejeong lyu

Develop brand communication strategy and global localization strategy and through consumer research for Samsung, Amore Pacific, and others.

I worked as a PR planner at Cheil Worldwide for an internship. I was positioned to Samsung’s global account during London Olympics. My main responsibility was to monitor Samsung PR stories as a sponsor of the Olympic Games and to analyze consumer reaction.

Managed the launch of Samsung’s global campaigns. Key responsibilities lied in end-to-end communication from developing brand communication strategy, campaign structure, and creation of contents ranging from digital (app, social posts, film, etc.) to event activation. Campaigns include Samsung Launching People #BeFearless, and Multi-Device-Experience campaign. Managed the launch of Samsung’s global flagship store in three key countries. Managing retail strategy and overall design and concept of the stores. Also worked on localizing global Crocs creative to the Korean market. Collaborated with our media team to analyze effective delivery of Crocs message to potential consumers.

Activities and Societies: - Varsity Soccer Team - Varsity Basketball Manager - Choir