KOREA · NORTH AMERICA MARKET
KIM
HANBI
Growth Marketer
Full-funnel marketing leader connecting performance, organic growth, content, data, and global teams.
Strategic clarity.
Practical execution.
Profile
GROWTH, BUILT END TO END
I turn ambiguity into systems—and systems into growth.
A content and platform marketer with experience across performance marketing, organic growth, localization, and global operations. I work best where strategy meets execution: defining the right questions, aligning stakeholders, and building practical structures that teams can actually use.
Experience
CAREER
From channel expertise
to full-funnel leadership.
Kakao Entertainment · Tapas
Marketing Lead
Leading the overall marketing function for a North American storytelling platform, spanning paid acquisition, retention, CRM, organic growth, social media, app stores, and brand initiatives.
- Own integrated marketing priorities, channel strategy, budget direction, and performance reviews across paid and organic functions.
- Connect content, product, creative, and data teams around shared goals and actionable operating rhythms.
- Guide campaign planning and creative direction while balancing growth, brand consistency, and platform economics.
- Build decision-making systems that turn fragmented data and initiatives into clear priorities, ownership, and next steps.
Kakao Entertainment · Tapas
Organic Marketing Manager
Established an organic growth framework connecting in-app discovery, ASO, SEO, CRM, social media, creator care, PR, and anti-piracy efforts.
- Defined channel roles, KPIs, milestones, and ownership across a broad organic marketing ecosystem.
- Unified dashboards, planning views, and cross-functional communication into an operating system for ongoing execution.
- Developed content-led acquisition and engagement strategies informed by platform and audience behavior.
Kakao Entertainment · Tapas
Performance Marketer
Supported and optimized multi-channel user acquisition through performance analysis, agency management, creative planning, and cross-functional alignment.
- Translated campaign and platform data into recommendations for senior stakeholders and execution teams.
- Directed ad concepts, copy, and production across internal and external creative partners.
- Coordinated agencies, budgets, legal review, and platform-policy responses for global campaigns.
Kakao Entertainment · Tapas
Localization Operations Manager
Managed multilingual localization operations for Korean webcomics, coordinating agencies, headquarters, and content partners.
- Oversaw English, French, and Spanish localization workflows and partner communications.
- Contributed the IP rights framework for global content sensitivity guidelines.
KBS Media
Content Marketer
Developed title-level messaging and promotional assets while supporting brand-safety monitoring for Japanese distribution.
Expertise
SELECTED EXPERTISE
How I create leverage.
Growth Architecture
Connecting acquisition, retention, organic discovery, and content merchandising into one growth system.
Measurement & Operations
Creating shared definitions, dashboards, and decision rhythms that move teams from data to action.
Content-Led Marketing
Turning audience insight and IP strengths into campaigns, lifecycle messaging, store presence, and creative direction.
Global Governance
Aligning teams across markets while navigating platform policy, copyright, content sensitivity, and creator relationships.
Toolkit
HANDS-ON FLUENCY
Strategy backed by
practical craft.
Marketing & Analytics
Airbridge · Amplitude · GA4 · Looker · Tableau · App Store Connect · Google Play Console · Search Console
Creative & Production
Figma · Photoshop · Premiere Pro · Logic Pro
Languages
Korean Native · Japanese Fluent / JLPT N1 · English Business
Additional Lens
Intellectual property law · Digital platforms · Content localization · AI literacy
Education
Yonsei University
Master's, Intellectual Property Law & Legal Affairs
Taisho University
Exchange Program, Japan
Geumgang University
B.A., Japanese Interpretation & Translation