SCOTT ROBINSON
Summary
- Branding & communications pro with 15+ years of leadership experience in FMCG, Hospitality, and DeFi in North America, APAC & EMEA. Proven success in to-market strategies and client development to craft profitable transmedia marketing initiatives. Expert in brand growth and consumer engagement trends. Skilled cross-cultural leader and project manager for international and emerging markets. Consumer Marketing Research & Analytics
- Senior Marketing Strategy & Planning
- Brand Development, SEO, Social Media Strategy
- Strategic Partnerships & Campaign Development
- Corporate Leadership & Financial Management
- Digital Marketing & New Market Penetration
- Relationship Management & Contract Negotiation
- Content Production & Design Leadership
- P&L Management & Market Positioning
- Corporate Communications & Public Relations
- Collaborative Leadership & Creative Team Building
- Public Speaking & Professional Networking
- Cross-Cultural Management & Global Transmedia
- ROK D8 FDI Investment Visa | Multi-Entry Chinese Visa (through 2027) Panelist: Hycon Korea | HK Blockchain Week | Verasity London Korea Herald Editorial Contributor Master Chef Korea Guest Judge
Overview
19
19
years of professional experience
Work History
Strategic Communications Advisor
Samsung
01.2021 - Current
- ATL, BTL & Experiential Marketing Thought
- Leadership, - Remote, North America, communications consultant for multiple conglomerates within the Samsung Group Global HQ including, Securities, SamsungLife, Samsung Fire & Marine, and
- Samsung SDI
- Craft and edit executive talking points, SVP & C-Suite speech writing, earned media advisory, and internal/external global stakeholder campaigns
- Conduct complex multi-lingual research and analysis to create internal senior-executive presentations for crisis communications, change management, policy educational packets, local legislative analysis in multiple geographies, and industry trend forecasting
- Built deep trust within the Samsung Group with C-level clearance and data access to more than $330B in global assets.
CEO, Managing Partner
ORComm
Seoul
05.2012 - 12.2020
- Built team of 37 employees including hiring, training and performance evaluations & professional growth for copywriters, designers, producers, and field marketing specialists
- Maintained P&L and corporate fiscal responsibility resulting in debt-free operations
- Cultivated co-agency partnerships with industry leaders including Serviceplan, Cheil & INNOCEAN to foster new branding tools, cross-cultural RFP teams and client outreach
- Directed marketing & production teams designing, deploying
- INTRO
- SKILLS
- WORK HISTORY and optimizing ATL, BTL & experiential for FMCG, Digital
- Finance, and Hospitality brands
- Directed senior-level relationships, contract negotiation and conflict resolution for clients including Samsung, Reebok,
- AirAsia, and Diageo
- Created brand vision and directed international resources for client targets in to-market campaigns, influencer marketing, and branded content worth over $2.1m in yearly revenue
- Cultivated forward-thinking, inclusive and collaboration-oriented creative team to excel in aesthetic innovation and artistic leadership
- Created and executed successful advertising & corporate communications initiatives to target groups in North America,
- APAC, and EMEA
- Executive produced Netflix pilot and created 3 unscripted concept treatments for East Wave Studio, CJ Entertainment, and Coupang Play.
Senior Marketing Advisor
BCW
London
05.2018 - 05.2020
- Communications consultant to senior executives in Blockchain
- Technology & Digital Finance
- Completed in-depth reviews of market conditions and consumer trends in cryptocurrency & payment systems for more than 50
- Fintech clients
- Identified appropriate marketing channels and targets for client campaigns coordinating social media, public relations and other teams to execute product introductions
- Conducted consumer demographic research using various international sources to forecast marketing trends, determine optimal targets, competitor analysis, and fund-raising methodologies
- Published white papers for project managers, customers and other marketing executives to make accurate decisions about future plans
- Mentored and guided executive teams during business development decision-making to optimize profitability, marketing strategies and communications planning
- Represented digital economy thought leadership at networking events in APAC & EMEA.
Startup Funding Consultant
Seoul Global Startup Center
Seoul
04.2017 - 04.2020
- Strategy advisor to startup CEO's to manage launch budgets and synchronize funding outreach
- Maintained close watch on financial health and operational performance to monitor SGSC incubator compliance
- Investigated market changes and devised approaches to capitalize on emerging opportunities in venture capital
- Participated in high-level hiring decisions for key leadership positions, conducted senior hire interviews and nominated new board members
- Helped more than 25 startups achieve Series A & B investments valued at $5m.
CMO, Hospitality Director
WinK Restaurant Group
Seoul
01.2015 - 03.2020
- Raised 300mKRW in capital to launch fast-casual American bistro concept
- Planned and supervised construction and launch of 3 fusion- cuisine restaurants
- Designed guest experience, built in-depth training program for multicultural/multilingual teams in customer service roles to foster exceptional cross-cultural hospitality standards
- Sourced vendors, negotiated contracts and managed cost-effective F&B supply chains
- Managed financial and business operations including marketing budgets, influencer outreach, VIP partnerships, and cost controls for multi-unit franchise
- Continuously evaluated SBU operations to proactively manage daily cash flows, inventory and accounts payable
- Created and deployed group performance-boost strategies, streamline operational costs and increase labor efficiency
- Negotiated & managed partnerships with spirits importers to create lasting brand activations and boost channel sales
- Oversaw development of traditional and social media marketing campaigns to drive sales and customer engagement, tracked and analyzed profitability and key SNS metrics to improve customer growth and market visibility
- Managed branding activation campaigns with corporate F&B partners including Pilsner Urquell, Titos, Patrón, Bacardi, and
- Craftworks.
Consultant
Corporate Communications, ECK
05.2008 - 05.2013
- China, Korea, Japan
- Counseled senior executives on global communications initiatives for clients including Samsung, Hyundai, Korean Air, and Coupang
- Collaborated with C-Suite support staff to develop scripted talking points for shareholder calls, annual reports, and presentations
- Edited and enhanced media statements and presentations before release
- Created automated industry monitoring tracks for CEO, COO, and CMO clients throughout China, Korea, and Japan
- Fostered positive personal, social and behavioral client growth optimizing international communications goals
- Assisted company leaders in global demographic data analysis, public relations development, and crisis communications planning
- Speech writer and litigation prep for senior partners at Kim &
- Chang, Lee & Ko, and LAWASIA
- Copywriter/producer for 50+ episodes of CJ Entertainment "Step
- Up English."
Events Manager
Team Enterprises
New York, NY
01.2007 - 01.2008
- Planned, coordinated, and organized details and timelines for 90
- Bacardi experiential marketing events in metro New York
- Hired and cross-trained promotional reps to exceed branding
- Protocols for Dewar's, Bacardi, and Grey Goose
- Promoted client strategy compliance through effective delegation, prioritizing and management of entire production lifecycle, from concept to execution
- Managed administrative logistics, planning, event booking, and
- POS marketing materials inventory
- Supported senior leadership by developing status reports on activities related to execution, scheduling, cancellation, inquiries, resourcing, and risk mitigation.
Sponsorship Coordinator
Kent State Athletics
Cleveland, OH
08.2004 - 05.2006
- Prepared and delivered presentations to venue sponsorship customers to highlight offerings and secure new business
- Liaised between internal and external stakeholders, clients and signage vendors to develop and implement client billboards
- Identified new targets, developed new business opportunities and presented product lines to customers
- Generated advertising brochure for department use.
- Identified new business opportunities through cold calling, networking, marketing and prospective database leads
- Fostered lasting relationships with customers through effective communication and quick response, resulting in long-term loyalty and expanded client base.
Education
Master of Arts - Journalism and Mass Communication, public relations & media management
Kent State University
Bachelor of Arts - Business Administration And Management, marketing
Kent State University
Affiliations
ADDITIONAL
Interests
SoDA: , The Digital Society
American Chamber of Commerce Korea China UK
Seoul Startup Hub
Verve China
Global CrossFit Open
FLM Haiti NGO
Seoul Global Center Enterprise Graduate
Asia Future Institute Honorary Fellow
Korea Cultural Heritage Foundation Ambassador
Timeline
Strategic Communications Advisor
Samsung
01.2021 - Current
Senior Marketing Advisor
BCW
05.2018 - 05.2020
Startup Funding Consultant
Seoul Global Startup Center
04.2017 - 04.2020
CMO, Hospitality Director
WinK Restaurant Group
01.2015 - 03.2020
CEO, Managing Partner
ORComm
05.2012 - 12.2020
Consultant
Corporate Communications, ECK
05.2008 - 05.2013
Events Manager
Team Enterprises
01.2007 - 01.2008
Sponsorship Coordinator
Kent State Athletics
08.2004 - 05.2006
Master of Arts - Journalism and Mass Communication, public relations & media management
Kent State University
Bachelor of Arts - Business Administration And Management, marketing
Kent State University