Donghan Kim Email and Phone Number

- Management of integrated digital marketing campaigns for D2C and retailer sites; Paid media, SEO, CRO, Social, CRM, and Data analysis- Structuring BAU campaigns and tracking performance KPI for business growth- Management of global search engine optimization and discovering optimization cases aligning with algorithm changes- In-depth digital marketing auditing for brands and regional offices for media and traffic optimization- Digital campaign and customer data analysis, real-time dashboard visualization - Optimizing on/offline CRM campaign journey and defining the required data for global deployment of Salesforce

- Data-driven marketing planning and campaign optimization- IMC campaign performance analysis on online channels with GA360- Multi-national search engine optimization for brand.coms & e-commerce sites- Korea & US e-Commerce site performance marketing (Coupang, eBay, 11st, Naver, Amazon) 1) Customer data analysis based on DMP 2) SA/DA On/off-site media management and targeting optimization 3) Target keyword analysis for SA optimization & SEO 4) Product content and media creative optimization

- Data-driven marketing and strategy planning- DMP media targeting with DSP and 1st party data audience optimization- Performance marketing analysis (web/app)- Marketing platform planning and communication with internal tech team

- Set up and stabilized digital marketing organization and R&R- Internal education for digital marketing managers with digital expertise- Online advertising and campaign execution- CRM, Brand Marketing activity support (E-mail, SMS campaign personalization support, Revenue attribution analysis)- Expediting marketing management's decision making visualizing real-time online performance data with Google Data Studio- Personalizing website based on A / B testing with Google Optimize- Responsive website development project planning and execution (Adobe Experience Manager)*Achievements1) Improved SEO-based SERP performance and increased organic traffic by tenfold2) The increased annual budget for digital marketing by 40 times and average ROAS exceeded 1,000%3) The largest number of social media followers in the domestic hotel industry and 30% higher engagement on the owned social channels against competitors4) Every year 20% growth on online owned channel revenues5) Built and stabilized digital marketing team롯데호텔 디지털마케팅팀 대리 (17년 3월~10월)1) 주요업무:- 디지털마케팅담당 조직 셋업 및 안정화- 국내외 온라인 광고 및 캠페인 집행- 데이터분석 기반 온/오프라인 마케팅 의사결정 지원- Global CMS 기반 반응형 웹사이트 기획2) 추진내용:- 조직 R&R 수립 및 관련 업무 교육, 담당자별 KPI 수립- CRM, 브랜드마케팅 활동 효과성 분석 (이메일,SMS 개인화 지원 및 캠페인 매출기여 분석)- 세일즈 및 마케팅 담당자 데이터분석 교육 및 교안 제작- 데이터 시각화 기반 의사결정 지원 (Google Data Studio)- A/B Test 활성화 및 웹컨텐츠 개인화 (Google Optimize)- 반응형 웹사이트 구축 프로젝트 PM (Adobe Experience Manager)

- Digital marketing mid-long term planning and step-by-step execution- Online advertising and campaign operation- Mobile Web & App renewal project management- Advanced data analysis based on marketing platform and maximized online performance- Online campaign effectiveness analysis, media mix and ROAS optimization- Established mid-long term strategy and detailed execution plan for each digital marketing channel and established digital marketing team setting KPIs- Applied GTM and Google Analytics 360, analyzing customer behavior on web / app channels and developing insights- Audience targeting optimization and continuous A / B testing for conversion rate improvement- Introduced global translation platform(GlobalLink) and improved translation cost-efficiency on web contents- Advanced multi-language Search Engine Optimization (SEO)- Managed social medias (Facebook, Instagram, Blog, YouTube, Weibo) and executed campaigns increasing brand awareness롯데호텔 커뮤니케이션팀 홍보담당 대리(14년 4월~17년 3월)1) 주요업무:- 디지털마케팅 중장기 로드맵 및 세부실행 기획- 글로벌 온라인 광고 및 캠페인 집행- 모바일 웹 및 앱 리뉴얼 프로젝트 PM- 플랫폼 기반 데이터분석 및 퍼포먼스 개선2) 추진내용:- 국가별 캠페인 효과성 분석, Media Mix 및 ROAS 개선- 채널별 중장기전략 수립 및 전담부서 신설- GTM 기반 Google Analytics 360 적용, 웹/앱 행동 분석 및 인사이트 도출- Audience Targeting 및 A/B Test 기반 구매전환율 개선- Global Translation Platform 기반 컨텐츠 번역 효율화- Multi-language SEO- 소셜미디어(Facebook, Instagram, Blog, YouTube, Weibo) 마케팅 활성화, 운영매뉴얼 제작 및 교육

- Online advertising campaign management- Renewal project on global websites of 20 hotels in 5 languages ​​(Improved UI&UX with optimizing conversion rate)- Global Search Engine Optimization (SEO), significantly improved organic search traffic- Planning content management system (CMS), increased marketing campaign efficiency- Planning the roadshow in China and Russia for medical tourism and affiliate marketing롯데호텔 마케팅팀 글로벌마케팅담당 주임(12년 1월~14년 4월)1) 주요업무:- 글로벌 웹사이트 구축 및 운영- 디지털마케팅 고도화- 국내외 검색엔진최적화(SEO)- 해외호텔 마케팅, PR 및 로드쇼2) 추진내용: - 5개 언어 20개 호텔 웹사이트 리뉴얼 프로젝트 PM (UI/UX 개선, 전환 최적화)- 브랜드 글로벌 스탠더드 운영 가이드라인- SEO 기반 Organic Search Traffic 향상- 웹 컨텐츠관리시스템(CMS) 구축 및 컨텐츠 운영 효율 개선- 중국, 러시아 로드쇼 개최, 의료관광 제휴 마케팅