Commercial objective first
Before choosing a channel or tool, define what the business actually needs to improve.
I started my career in law, where structured analysis, documentation and negotiation were part of the job. My move into international business development took me to South Korea and into cross-border work involving partnerships, education products, software and government stakeholders.
Performance marketing added another layer: measurable outcomes, constant experimentation and the discipline of allocating budgets against real market response. Working with brands such as L’Oréal, LG Electronics, Samsung SDS, Massimo Dutti and Farfetch also taught me how much local context matters when global strategy meets an individual market.
Today, my work sits across digital marketing and ecommerce. I work on acquisition, ecommerce operations, reporting, forecasting, partners and the systems around the customer journey.
The common thread has stayed the same: understand the commercial problem, use data to find what matters, and build a practical solution that can actually be executed.