SLU Beauty
| 2020-2021 |
At SLU Beauty, I led digital brand growth during the early launch phase, building the Shopify e-commerce foundation and executing integrated online-to-offline marketing campaigns.
From digital branding and CRM setup to paid social performance and O2O retail execution, I drove end-to-end marketing initiatives that accelerated customer acquisition, loyalty, and sales.
초기 브랜드 론칭 단계에서 Shopify 기반 이커머스 구축과 디지털 브랜딩, CRM 시스템 도입,
온/오프라인 통합 마케팅을 총괄했습니다. 전 과정에 참여하여 고객 확보와 매출 성장에 기여했습니다.
Digital Brand Presence (Website creatives & Promotion visuals)
Built the brand’s digital presence through website creative development and monthly launch visuals. Designed product storytelling and promotional graphics that aligned with SLU’s premium skincare positioning while driving consistent online engagement and conversion.
웹사이트 크리에이티브 제작 및 프로모션 콘텐츠를 기획하여 브랜드 톤앤매너를 확립하고 온라인 전환을 강화했습니다.
CRM & Loyalty Program (Program setup & promotion material design)
Developed and implemented SLU’s membership program from zero — including tier structure, reward logic, and CRM workflows.
Within 3 months of launch, the program drove +300 new paid members and improved repeat purchase performance across key customer tiers.
멤버십 프로그램 구조 및 리워드 정책을 설계하여 런칭 3개월 내 신규 유료 회원 300명 증가 및 재구매율 향상에 기여했습니다.
O2O Brand Activation (POSM Design & Store VM)
Executed O2O retail activation to strengthen offline experience and omni-channel brand presence.
Responsibilities included POSM design, in-store visual merchandising, and counter placement strategy to support launch and drive in-store conversion.
오프라인 매장 비주얼 머천다이징과 POSM 제작, 카운터 운영을 진행하여 옴니채널 브랜딩과 매장 전환율을 향상시켰습니다.
Marketing Collaterals (Copywriting | Campaign materials)
Produced digital and print marketing materials—from creative direction to campaign messaging and launch assets—reinforcing brand identity and supporting new product rollouts.
제품 사진 촬영, 카피라이팅, 캠페인 소재 제작 등 온/오프라인 마케팅 자산을 직접 제작하여 브랜드 일관성과 캠페인 성과를 높였습니다.
Performance Highlights
The membership program and integrated social activation drove steady growth in both community and purchase behavior.
멤버십 개편과 통합 소셜 운영을 통해 커뮤니티와 구매 활성화가 동시에 이루어졌습니다.
Membership Engagement
Launched new membership model focused on repeat users
Achieved +300 new paid members in first 3 months post-launch
Audience Expansion
Built highly targeted female shopper base (~98% women, 25-34)
Strengthened brand presence among lifestyle-focused audience
Social Reach & Activation
+105% Facebook reach, +75% Instagram reach in 9 months
1,500+ new followers via organic + paid efforts
Ad Performance
Meta campaigns consistently delivered high efficiency & relevance
Best-performing ads achieved 200K+ reach and 14,000+ clicks per asset
Built a repeatable paid + organic retention engine and strengthened the brand’s core female audience base.