Strategy & story.
Built from scratch.↓

I work at the intersection of brand strategy, data insight, and creative production, turning complex ideas into clear, consistent brand experiences.

View work Data stories →

About

I build things that didn't exist before: brand channels, identity systems, content strategies, platform experiences. And I do it end-to-end.

At Informa Markets Korea, I took on the full brand and marketing function for CPHI Korea, building its digital presence and visual identity from the ground up. Alongside that, I run an independent data visualization practice, turning pharma industry trends into clear, shareable visual narratives. I'm drawn to work where strategy and execution aren't separate jobs.

Brand strategy

Positioning, voice definition, identity systems, audience targeting

Data storytelling

Industry analysis, visual narrative, insight communication

Creative production

Design, video, copywriting from brief to final asset

Digital platforms

Channel build, UX documentation, performance tracking

Brand strategy · CPHI Korea

Work that started from zero

Owned Media · LinkedIn

Launched and grew a brand channel, handling strategy, copy, and design solo

CPHI Korea had no LinkedIn presence. I defined the brand voice for an international B2B pharma audience, built the editorial calendar, and wrote and designed all posts in English, with no paid promotion. Tracked performance weekly to optimise toward what drove registrations, not just reach.

262 followers from zero21,100+ impressions3,000+ link clicksTop post: 5,200+ impressionsEngagement consistently above 1–3% industry avgZero paid promotion

Audience Strategy · Media Creative

Tailored every creative to its audience: banners, magazine pages, no generic placements

For 12 media partnerships across Korean and global pharma channels, I audited each outlet's readership and built distinct creatives per audience: bio-focused for bioprocessing media, nutraceutical-led for ingredient channels. Deliverables included digital banners and print magazine pages. Same event, different story for each reader. Tracked referral performance via Google Analytics to identify the highest-converting channels.

12 media partners managed₩25M Korean + USD 42K global media valueDigital banners + print magazine pagesPerformance-tracked by Google Analytics

Brand Identity · Design · OOH

Built a visual identity system across digital assets, print, and outdoor advertising

Standardised the brand's full visual system: color, typography, and reusable templates for PowerPoint, letterhead, and invitations. Took ownership of all design output: banners, brochures, EDMs, event signage, magazine pages, and outdoor advertising. Removed the dependency on outside agencies entirely.

₩3.6M saved annuallyDigital · Print · OOHIllustrator · CanvaAll output produced independently

PR · Strategic Recommendation

Evaluated a PR newswire investment, built the case, and secured CEO approval

Press releases were previously distributed through media partner and barter agreements. I independently assessed whether a paid newswire service was worth adding. Researched reach, estimated ROI for B2B pharma events, and presented the recommendation to the team leader and CEO. Secured ~$2,500 budget approval. Wrote 5 bilingual (KR/EN) press releases distributed through the existing media partner network.

CEO approval secured6 press releases authoredDistributed via PRNewswire + media partnershipsBilingual KR/EN

Digital Platform · Brand Experience

Turned a functional tool into a consistent, trustworthy brand experience

Took over the B2B matchmaking platform: customised the back-end styling to align with the brand identity, and created bilingual (KR/EN) PPT manuals for exhibitors and visitors so they could navigate independently. A branded, well-documented platform reduces friction and builds trust, and that trust carries back to the event itself.

3,538 accounts (+7% YoY)594 meetings (+7% YoY)4.67/5 satisfactionReduced repetitive support inquiries

Data storytelling

Pharma trends, made visible

An independent practice turning complex industry data into clear, shareable visual narratives. Published on Notion, updated regularly.

M&A · Europe

The European Buying Spree: $8.5 Billion in 9 Days

Four European mid-caps acquired US biotechs in under two weeks. An analysis of what's driving the wave and why the M&A script for biotech is being rewritten.

Drug Class · GLP-1

The GLP-1 Shift: How One Drug Class Is Reshaping Pharma

From $5B in 2020 to a projected $200B by 2030, a 40x expansion in a decade. How Ozempic and Mounjaro created two trillion-dollar winners and reshaped every other company's strategy.

Geopolitics · China Biotech

How China Is Rewriting the Global Bio-Playbook

Average licensing fees for Chinese drugs surged 230% from 2022 to 2026. China now runs 55% of global CAR-T trials and dominates ADC deal flow. It's no longer the bargain basement.

Supply Chain · Asia

Eli Lilly's Asian Expansion: Building a Resilient Supply Chain

How a pharma giant is localising its operations in Asia, and what it reveals about where global corporations must go to survive geopolitical headwinds.

View all data work →Published on Notion · Updated regularly

Creative production

Made end to end, start to finish

Concept, execution, final asset. Most output produced independently, creative direction on all of it.

Adobe IllustratorAdobe Premiere ProAdobe After EffectsCanvaEloquaSalesforceGoogle AnalyticsLinkedIn AnalyticsJublia (B2B platform)

Social · Content

LinkedIn channel →

34 posts, English copy, and visual design. All solo, zero paid promotion.

Design · Print

Event brochures →

Exhibitor brochure featuring Korea's pharma and bio industry insights, booth details, and data numbers from previous events.

Video · Production

Event highlight videos →

Created storyboards, directed the narrative, and managed a video vendor through editing rounds to final delivery. Production was external; creative direction was mine.

Design · Digital

Audience-targeted banners

Media partner creatives tailored per channel audience: pharmaceutical, bio, nutraceutical.

Design · Print

Magazine pages

Full-page print ads in pharma trade publications, audience-tailored per media partner.

Design · UX

Application design

Designed the visual interface and user flow of the B2B matchmaking platform, covering styling, layout, and brand consistency across the exhibitor and visitor experience.