Junsu Kim

[2026]

BTS Global Brand Activation

Led U.S. brand activation strategy for a multi-city integrated takeover campaign, translating global brand vision into culturally resonant market execution.

• Developed strategic narrative framework aligning global headquarters messaging with U.S. audience insights.
• Built integrated channel strategy spanning digital, experiential, and owned media touchpoints.
• Partnered with cross-functional stakeholders and agency teams to ensure cohesive storytelling across markets.

[2025]

Samsung North America – Brand & Corporate Narrative Leadership

Led end-to-end brand strategy initiatives to strengthen Samsung’s corporate positioning and thought leadership in the U.S. market.

• Architected messaging framework and content strategy for Samsung’s Sustainability Hub revamp, reinforcing ESG leadership positioning.
• Directed strategic alignment of U.S. localization for Samsung Home AI campaign, ensuring narrative consistency while adapting to market context.
• Led strategic redevelopment of Samsung Solve for Tomorrow website, aligning education impact storytelling with corporate brand objectives.
• Spearheaded development of enterprise-level corporate marketing messaging, translating innovation pillars into cohesive brand architecture.

Samsung HQ – VXT (Enterprise SaaS Platform)

Led brand positioning and go-to-market strategy for Samsung VXT, an enterprise digital signage SaaS platform.

• Defined value proposition and messaging architecture to drive Free Trial adoption and enterprise engagement.
• Built integrated campaign strategy aligning product marketing, growth, and corporate narrative.
• Partnered with cross-functional teams to optimize performance metrics and strengthen category authority.

K-Client Business Leadership – Samyang America

Oversaw U.S. market brand strategy and campaign planning for Samyang America, aligning global brand identity with localized growth initiatives.

• Developed annual brand roadmap integrating digital, influencer, and retail activation.
• Strengthened narrative consistency across consumer touchpoints to improve brand perception and engagement.

[2024]

Samyang Global Brand Campaign

Led communication strategy for global brand campaign across multi-market ecosystem.

• Developed core brand narrative framework for global alignment.
• Ensured message cohesion across regional markets through structured communication architecture.

Samyang U.S. Brand & Growth Campaign

Directed U.S. brand and digital strategy for Buldak Sauce and Tangle product lines.

• Integrated cultural insight, influencer strategy, and performance channels to strengthen market positioning.
• Drove alignment between brand storytelling and growth marketing objectives.

KISS USA – Corporate Brand Strategy Initiative

Proposed internal brand strategy for 35th Anniversary initiative.

• Developed brand heritage narrative to strengthen corporate identity and internal stakeholder alignment.
• Created positioning framework connecting legacy, innovation, and future growth pillars.

Led brand positioning and strategic marketing direction for key OTC product portfolio, aligning product innovation with cohesive brand storytelling and channel execution.

• Defined core value proposition and brand narrative for Melt’ N Gel and Sports Edition launches, establishing strategic positioning framework for first-half growth initiatives.
• Built integrated marketing roadmap across retail (OTC), digital, and trade channels to ensure consistent messaging and go-to-market alignment.
• Established creative governance standards and brand quality control processes, strengthening brand consistency across in-store and promotional materials.
• Acted as cross-functional strategic lead between sales and design teams, driving alignment on campaign priorities, timelines, and execution excellence.
• Designed annual marketing operating model, restructuring team roles and defining performance objectives to enhance efficiency and accountability.

Led strategic brand and integrated campaign initiatives for Korea’s largest enterprise advertisers, translating complex corporate visions and emerging technologies into compelling market narratives.

• Developed end-to-end brand and campaign strategies for 20+ enterprise clients across aviation, telecommunications, finance, and consumer sectors, managing cumulative billings exceeding KRW 100 billion.
• Architected brand positioning and messaging frameworks for milestone initiatives, including Korean Air’s 50th Anniversary and SK Telecom’s 4th Industrial Revolution campaign, aligning corporate innovation themes with multi-channel activation.
• Partnered with executive stakeholders and cross-functional teams to align business objectives, creative direction, and media strategy, ensuring cohesive storytelling across touchpoints.
• Led digital-first campaign strategy for a children’s functional beverage brand, integrating online video, social, and performance channels—resulting in a flagship campaign surpassing 20 million YouTube views.

Led strategic brand and innovation campaigns for Korea’s leading technology and financial brands, translating complex product propositions into compelling market narratives.

• Shaped early-stage brand and launch campaign strategy for Kakao Bank, Korea’s first internet-only bank, contributing to national recognition and receiving “Ad of the Year” honors.
• Designed the integrated marketing and communication strategy for SK Telecom’s “World’s First 5G Connected Car” initiative, articulating emerging technology innovation into clear, consumer-facing storytelling featured across national broadcast media.
• Partnered closely with senior stakeholders at SK Telecom, building executive-level trust that led to representation at Cannes Lions Festival alongside client leadership.
• Repositioned Sempio Yondu through refreshed brand narrative and usage expansion strategy, contributing to cumulative sales exceeding 10 million bottles.

Built foundational experience in enterprise brand strategy and new business development within a leading Korean advertising group.

• Contributed to securing Sony as the company’s first major non-captive global client, supporting strategic campaign development across technology product lines including VAIO laptops and Alpha DSLR.
• Supported brand positioning and integrated campaign execution for high-investment financial services initiatives, including HanaSK Card’s “Fantastic” campaign, a nationally recognized program and finalist in the Korean Advertising Awards.
• Collaborated across creative, media, and client leadership teams to translate product innovation and financial value propositions into cohesive multi-channel brand narratives.