BYEONG IL CHOI

■ Key Role: AI EdTech Service 'Teaching Note' Product Planning and Growth

1) Generative AI-based EdTech Product Planning

• Conducted online/offline user research and requirement analysis
• Created flowcharts and Product Requirement Documents (PRD)
• Planned and operated agile work processes
• Established partnerships for educational content collaboration
• Produced product usage guides (using Notion)

2) Growth Marketing

• Identified new customer touchpoint channels
• Developed and verified User Acquisition hypotheses
• Managed CRM (utilizing KakaoTalk channels and Naver communities)
• Planned and produced product landing pages

*Key Achievements

• Secured over 150 applicants after launching in August 2024
• Achieved a reuse rate of over 20%
• Generated over 10,000 teaching materials in total

■ Key Role 1: LG Electronics Global Performance Marketing Campaign Management (Annual budget over $20 million)

1) Media Planning and Campaign Operations

• Managed Google search campaigns for TV/Audio products in 60 countries and Meta DA campaigns for IT products in 7 countries
• Allocated budgets by country, established KPIs, performed data-driven optimization and A/B testing

2) Client Communication

• Discussed seasonal marketing goals and proposed strategic directions
• Provided daily, weekly, and monthly reports

3) Advertising Data Analysis

• Conducted attribution and performance analysis using GA4 and Adobe Analytics
• Developed and managed advertising data DB
• Proposed insights for website UI improvements

*Key Achievements

• Exceeded conversion-related KPIs by over 110% annually
• Secured over $20 million in advertising budget for 3 consecutive years

■ Key Role 2: AD Solution Development Planning

1) In-house AD Tech Product Planning

• Created and managed user stories, requirement documents, and Product Requirement Documents (PRD)
• Established development schedules, managed human resources, planned sprints, and managed backlogs
• Supervised QA processes and tracked bugs

2) Stakeholder Communication

• Introduced hybrid (Waterfall & Agile) processes and conducted daily stand-up meetings
• Coordinated cross-functional team meetings and performed resource acquisition presentations

*Key Achievements

• Reduced ad setup time by over 80%
• Decreased report creation time by over 70%

■ Key Role: Real Estate Investment App 'Shareable Asset' Marketing

1) Application Marketing

• Planned and executed online media strategies
• Created and distributed content for Naver, YouTube, Facebook, and Instagram
• Planned and operated offline experiential booths
• Managed CRM (streaming networking, reward promotions, etc.)
• Wrote and distributed press releases in collaboration with public institutions (e.g., Incheon Free Economic Zone Authority)

*Key Achievement

• Achieved over 2,000 new app downloads within 3 months

■ Key Role: Cosmeceutical Brand Launch and Media Commerce Marketing

1) Brand Launch

• Established R&D partnership with Korea Life Science Research Institute Inc. for cosmetics
• Developed brand identity and planned products optimized for media commerce
• Planned and executed crowdfunding campaigns

2) Media Commerce Marketing

• Planned marketing strategies and analyzed customer journeys
• Designed and produced product sales pages
• Operated owned media and recruited/marketed to in-house influencers
• Planned and produced conversion-optimized content
• Discovered and managed Naver-optimized keywords and conducted SEO
• Analyzed Naver Shopping data

*Key Achievements

• Consistently successful crowdfunding campaigns (cumulative funding over 100 million KRW)
• Achieved monthly average ROAS of over 300%
• Selected as a Korean company for Cosmoprof 2017