So-Young Min Email & Phone Number

Suwon, Korea

Head of global Consumer & Market Insight driving up category strategy, product development and marketingAn integral part of the product innovation team at Samsung global HQ to shed light on global consumer lifestyles and needs, screen / validate product concepts, and assess competitiveness and positioning of NPDs for global launch. Major business.

Seoul, Korea

Led the step-change programmes of developing Tesco own brand products across the Asian markets.Managing the programmes end-to-end, including setting brand strategy at the country and regional levels, coordinating pan-Asia product sourcing and development, creating branding & packaing designs, as well as overseeing product launch & marketing.

Seoul, Korea

Responsible for conducting a comprehensive analysis and review of the business and customer shopping experiences to draw up a set of key business plans for each year.Designed and conducted integrated market research and data analyses to identify market & consumer trends, track shopper behaviour & loyalty, and assess business performance against customer.

Gangnam-gu, Seoul, Korea

Managed the trade analysis and forecast team producing regular trade reports for the Executive Management.Tracked business performance against the Balanced Scorecard KPIs.Developed a customised trade forecast model to improve seasonal planning.

Seoul, Korea

Spearheaded a major corporate project for transforming promotion planning, in-store execution, product presentation & layout, as well as overall feature space managementIntroduced principles & rules for space allocation and promotional stock management.

Seoul, Korea

Developed targeted marketing in Korea using Tesco’s market-leading loyalty scheme, Clubcard;Launched customer affinity clubs (Baby & Kids Club, Wine Club). Developed tailored mailings and promotions using customer data analysis.Set up dunnhumby business in Korea (Tesco's fully-owned subsidiary specialising in data analytics and customer insight).

UK

Was appointed to conduct a specially commissioned project in the UK, entitled the ‘Essence of Tesco’, for the Tesco PLC Board. This identified and distilled the key characteristics defining Tesco UK with a view to transferring the essential elements of its success to the Asian businesses.

UK

Managed buying for a specialist chilled food category in the UK, as part of a leadership development programme;Worked in the Clubcard Marketing team driving & managing customer loyalty through targeted communications using customer data.

Gangnam-gu, Seoul, Korea

Worked with the initial Tesco-Samsung joint venture as executive interpreter and cross-cultural advisor for the Korean CEO.Was privy to major business developments during the initial set-up of the joint venture.

Seoul, Korea

Worked with over 40 multinational companies in a wide range of industrial sectors.Major projects: Samsung Electronics BPR project with Ernst & Young (’94), Samsung Europe (’94-’95), Samsung Motors-IBM (’97), McKinsey-POSCO (H1 ’97), SK Energy-Enron (H2 ‘97), Hansol PCS-Bell Canana (H1 ‘98), Monitor Company- SK Chemicals (H2 ‘98).Interpreted for high-level.

Seoul, Korea

Conducted planning and execution of educational TV programmes, such as English language teaching, nature / social documentaries, and discussion shows.Developed planning, organising and networking skills in the creative production process.

Mba, Business Management

Ma, Media Alt

Bsc, Applied Sciences

Ma, Conference Interpreting (English)