Ji Eun(Gina) Sung

Sales Training Program Development

- Applied marketing expertise to design innovative, sales-focused training programs, driving performance and strengthening company loyalty.

- Analyzed sales training effectiveness and activity levels to identify improvement opportunities and optimize program impact.

- Spearheaded the development and implementation of the SOL FC Sales Activity System, enhancing field productivity and operational efficiency.

VVIP Customers Loyalty Campaigns

- Planned and executed "VIP Golf Tournaments" a high-profile golf events, including Pro-Am tournaments to enhance customer loyalty and drive sales engagement.

- Developed exclusive golf programs such as golf classes, and related activities in partnership with Callaway and prestigious golf clubs, delivering unique experiences to strengthen brand loyalty.

- Segmented VIP customers by profession (e.g., doctors, lawyers, entrepreneurs) to create tailored trend-seminars that address their specific interests and needs(wealth management, inheritance planning, and tax strategies).

- Planned and executed the "Purple Concert," blending musicals and opera to create a unique cultural experience delivering a premium experience for VVIP clients while strengthening sales.

Offline Touchpoint Customer Events

- Designed and implemented regular offline customer engagement events featuring premium gifts and interactive experiences with Financial Consultants (FCs) to maintain consistent and meaningful communication between the company and its customers.

Marketing Performance & Business Impact Analysis

- Conducted comprehensive marketing performance analyses to optimize strategies, enhance customer satisfaction, and uncover improvement opportunities.

- Led end-to-end operations, ensuring alignment with strategic goals and operational efficiency.

- Oversaw budget management and cross-functional collaboration to drive program success and measurable business impact.

Rebranding Projects

- Led the rebranding of OrangeLife to ShinhanLife, establishing cohesive branding guidelines and ensuring alignment across corporate communications.

- Participated in diverse advertising initiatives, including BTL campaigns, bus ads, outdoor ads, cinema ads, and social media promotions, to elevate brand visibility and engagement.

- Enhanced brand image through internal branding initiatives and merchandise production, leveraging creative concepts to strengthen the brand’s identity.

Social Media Strategy and Operations Lead

-Strategically segmented audiences to create targeted content for different generations across platforms:

Instagram: Developed relatable, trend-driven content (e.g., food, travel) aimed at engaging MZ generation.
YouTube: Focused on informative and lifestyle content (e.g., restaurants, tips) tailored for 30–40-year-olds, including innovative campaigns like a media character's lifestyle series, earning the 2022 Social Eye Award for Best YouTube Content in the Insurance Sector.
Blog: Delivered news-style informational card-news content for 40–50-year-olds, building trust and authority.
- Managed the ShinhanLife advertisement dance challenge on social media, generating high engagement and increasing awareness of the virtual character “Rozi” and the brand.

- Managed overarching social media strategy, ensuring consistent engagement across generations and enhancing the company's brand image.

Rebranding and Brand Launch Project

- Played a key role in rebranding ING Life to Orange Life, creating branding guidelines and ensuring consistency across all corporate communication channels.

- Contributed to the planning and execution of the OrangeLife Launch Advertising Campaign, including conceptual development, outdoor BTL promotions, and internal branding strategies to successfully transition and establish the new brand identity.

- Oversaw merchandise distribution and internal/external events to strengthen brand identity, including the successful execution of the OrangeLife Brand Declaration Events.

OrangeLife Champions Trophy Golf Tour(3 Years)

- Planned and managed the Orange Life Champions Trophy, a prestigious tournament featuring LPGA and KLPGA golfers.

- Led branding strategies to enhance event visibility and engagement, including customer experience booths to increase satisfaction and expand brand recognition.

- Organized Pro-Am tournaments and VIP dinners with professional golfers to provide exclusive experiences for key clients.

- Partnered with major networks like MBC to run advertising campaigns, boosting brand prestige and customer loyalty.

Agile Marketing Initiatives - Prospective Customer Acquisition Squad

- Launched innovative customer engagement campaigns during COVID-19, designed to overcome challenges of limited in-person interactions:

Mind Travel Campaign: A psychological counseling service event in collaboration with the Cogiri app, designed to help customers manage anxiety and provide emotional support during the challenging COVID-19 period.
Safety Plus Campaign: Distributed COVID-19 safety kits as part of a customer touchpoint event, combining offline interactions and branded merchandise to boost brand visibility and engage potential customers.
- Collaborated with Flip to develop and launch digital platform the Offriends, offering small-group cultural and artistic activities to attract and engage prospective customers.

- Integrated Offriends with the customer database (DB) to connect new leads with Financial Consultants (FCs), facilitating sales opportunities and building customer relationships.

Creative Campaign Execution

- Contributed to hybrid campaigns combining online and offline strategies, including branded goods, interactive experiences, and cultural events to enhance customer interaction and brand awareness

- Worked closely with various departments to ensure smooth communication, improving decision-making and operational efficiency..

- Organized and facilitated executive meetings, preparing agendas, coordinating workshops, and ensuring accurate documentation for informed decision-making.

- Reported to the Asia Regional Office and internal teams, ensuring seamless communication and alignment on strategic initiatives.

- Effectively communicated CEO directives, ensuring clarity and alignment across departments for smooth execution of company priorities.

- Played an active role in the development of KPIs, contributing to the formulation of strategies and monitoring progress toward business objectives.

- Delivered exceptional service in both business and economy classes, catering to diverse customer needs.

- Ensured compliance with safety regulations and protocols to support secure flight operations.

- Served as a liaison between pilots and cabin crew, facilitating seamless communication during flights to provide optimal service quality for passengers.

- Handled sensitive situations calmly under pressure, maintaining professionalism during challenging circumstances.