📄 Introduction

• Service : Hyperconnect, Seoul Office
  • Hyperconnect : Web RTC based mobile app developer (About 'Hyperconnect')
  • Affiliation : a Social live streaming service (About ‘하쿠나 라이브’)
• Period : Feb. 2022 - Jul. 2024
• Job title :
  • Growth marketing manager (Oct. 2022 ~ Jul. 2024, 1y 9m)
  • Global marketing manager (Feb. 2022 ~ Sep. 2022, 8m)
• Target market : Korea and rest of the world (Korea 70%, Worldwide 30%)
• Mission / KPI :
  • Current user : Event ROI n% growth, Extra revenue & Profit $n+
  • New user: App on-boarding and lock-in
• Milestone accomplishment :
  • Contributed to over-achievement of 1H 2024 studio revenue KPI, as PIC of revenue generating in-app event
  • Operated in-app events that cover various user segments, breaking away from the existing standardized heavy spender (top pu) focused competing event (e.g. mission-type event)
  • Developed regular CRM campaigns based on user behavior analysis and predictions. Discovered many cases of effective CRM campaigns linked to in-app events

🔑 Keywords on work

• In app event planned, operation, and review : Planning of events that boost important business indexes such as retention, first purchase, re-purchase, ARPPU, etc. Operation and review of event for development

• Data monitoring, data analysis : Analysis of in-app data, SQL(Big Query), Tableau, Amplitude, Google spreadsheet

• CRM campaign planning and execution

  : Sturctured CRM campaign flow, Braze, AB test

• Marketing strategy establishment : Market positioning, Definition of target user segment and USP, User persona analysis, Creative strategy, Sensor tower

👨‍💼 Case study of main works

1) Planning, execution, and review of in-app event

• Event for new app feature, new user activation

Event for new user on-boarding and lock-in

Event for pushing trial of new features

• Event for revenue generation

Event cases of good sales performance