Andy Joohyun Lee Email & Phone Number

Seoul, Kr

Jongro-Gu, Seoul, Korea

Sungkyunkwan University ("SKKU") has the longest history of advanced education in Korea. As a leading school of business, marketing, and liberal arts, SKKU established a new department "Culture and Technology (CulTech)" in March 2019 and Andy was invited as its first professor and architect. Partnering with other programs like "Data Science" and "AI Informatics," CulTech explores ways to converge data, and technology with content creatives. As a Clinical Professor Andy is leading the department to cultivate a new industry phenomenon in Korea, particularly around K-content sector.

Seoul, South Korea

Storysmith is a content marketing startup agency/consultancy in South Korea where Andy is developing a whole new content marketing business. With his extensive experiences, Andy is helping businesses and brands to truly benefit from digital consumers through content media. Widely known as a thought leader in the industry, he strives to advance content marketing, digital media storytelling, and sustainable digital businesses.

Mapo-Gu, Seoul, Korea

CJ ENM, formerly CJ E&M, is the largest entertainment media company and cable TV in South Korea, producing and distributing content for TV, films, music, and musical shows. At its Headquarter Andy worked as CMO and CDO (Chief Digital Officer), with his foci on advancing the company’s digital businesses in content (i.e., “what to tell”), platforms (“how to deliver”), and marketing ("how to sell").As CMO:- Created “Data Marketing Framework” forecasting marketing performance from integrating social media buzz data, TV rating and box office ticket sales data.- Completely re-established the company’s social media strategy and operation.- Explored new advertising businesses leveraging Youtube creators, individuals and MCN.- Managed corporate and service brands (i.e., channels, individual TV shows, etc.)- Planned and executed seminars at Cannes Lions International Festival of Creativity 2017: “The Power of Boredom: How the Ordinary Can be Extraordinary” and “What Makes a Great Entertainer?”As CDO: - Developed and oversaw the company’s digital business, data, platform strategies. - Built the company’s first digital studios around digital native content. - Quantified digital content performance by analyzing 1,000+ digital content to identify key success factors in content formats, genres, topics, etc. and applied to content production- Reset the company’s digital and marketing to “data-driven” business and marketing.- Established 3-core-data roadmap around "user data," "platform data," "content data," and created the company’s first content metadata system.

Jung-Gu, Seoul, Korea

Edelman Digital is the largest PR agency and the largest social media agency in the world. Andy performed all marketing communication practices including on/offline advertising, PR, and consulting.- Led the firm's digital practice as Head of "Edelman Digital" (separate from Edelman Korea)- Accomplished more than 200% revenue growth during the 20-month tenure by cultivating digital content marketing business and culture in the dominant PR agency - Restructured the Digital Division from “10 PR-driven social channel managers” to “50 brand-driven content marketers”- Conceptualized "brand journalism" and built very first "brand newsroom" for clients including Samsung, POSCO to dramatically change their conventional communication activities- Led Consumer Division to oversee the firm's Marketing PR (MPR) practices- Introduced quantitative analytics to clients’ channel and content management- Clients included Almond Board of California, Beiersforf, Hyundai Motor Company, POSCO (world’s 4th-largest steel-maker), Samsung, SC Johnson, and Sunkist for whom he has been overseeing strategy development and operation of various campaigns

Yongsan-Gu, Seoul, Korea

- Ran the team of 30+ people to plan and execute digital and social marketing campaigns- Established content marketing strategies- Conducted internal consulting to develop the agency's digital business strategies - Supported overseas offices in growing digital capabilities as HQ Head of Global Digital Campaign- Conceptualized and developed "Mubbl," Cheil's social media platform venture- Clients included Samsung (mobile, TV, home appliances, digital camera, PC, content services, printer, etc.), Absolut, and GM Korea

New York, Ny

XenoOne Inc. was a US operation of XenoOne Co., Ltd. in Korea.XenoOne Inc. developed and operated a new social media service that would aggregate personal data for user empowerment and enable social collaboration.- General management: Business and marketing strategies, operation, goals-setting, budget, HR- Product management: Insights on product development and operation- Innovation management: Visions and strategies on evolution and innovation of the product and organization - Relationship management: Employees, investors, stakeholders, and public

Seoul, Korea

In charge of planning a new social media service, Andy established new marketing platform strategies using AR (augmented reality), LBS (location-based service), social commerce, interactive television ("Smart TV"), and social media

- Developed strategies and managed various global digital marketing campaigns for Samsung (e.g., mobile phone, television, etc.)- Planned and introduced diverse campaign types including SEM, viral, microsite, social media, and partnerships to the clients- Established "Interactive marketing guidelines" for Samsung and Cheil Worldwide

- Developed and managed digital advertising campaigns for diverse domestic clients- Established digital marketing communication models including online WOM effectiveness tracking and measurement model- Developed measurement scale for online advertising effectiveness

- Oversaw clients’ advertising and branding strategies - Conducted brand analyses and consulted clients on marketing communication strategies - Conducted market research to identify market trends- Planned and established the industry's first "Celebrity Endorser Database" (aka "Celebrity X-Files")

Doctor Of Philosophy - Phd, Public Relations, Advertising, And Applied Communication

Activities and Societies: Activities and societies: Concentration: Interactive Marketing Communication - Digital Advertising - Interactive.

Master Of Arts - Ma, Public Relations, Advertising, And Applied Communication

Bachelor Of Arts - Ba, Mass Communication/Media Studies

Activities and Societies: Won 2 Advertising Thesis Awards - August 1993, 1994 - Competition hosted by Cheil Worldwide, Seoul, Korea (Cheil.