sungwoo chung portfolio
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Sungwoo Chung
- Portfolio -
Strategic 3+ years of sales planning team lead
3+ years of business operation
Data driven & detail analytic
5 min. self intro: summary
Sales-Oriented
10 years in digital advertising sales
Direct & Channel Sales
Field & Planning
Global
Global business at Yahoo!
Oversea experience in
Dedicated
Customer-centric service
Detailed nature to drive projects to
timely completion
5 min. self intro: prospected career goal
To become the most trusted global
leadership in digital business industry
in 7 years (by 2020).
Portfolio - Key projects at Sales -
Success case - global sales 'Tech It Up' (online communication platform)
Products ProductsCha
Clients Yahoo!
Challenges
- Got huge budget and wanted to spend globally
- Wants to increase user engagement via online
communication platform
- Highlight stories around their products and
events
Solutions
- Use Yahoo! News > Tech in US as a hub site
- Build a custom editorial site
- Dedicated editors to write tech related articles
- Generate traffic via FP, News, and Tech
- Split into 3 different campaign windows to cover
everything the client wanted to show off
Client
Agency
Me
HQ
News
APAC
ENG
Success case - global sales
Proposal (PT) Site Implementation
Campaign Management
Deal was confirmed within 2 hours after the presentation
Managed the project to develop the custom site within a month
Weekly, monthly, campaign report + operation plans
Success case - global sales
1 Close and tight communication among the client, agency, product, designers, and engineers.
2 Speed, speed, speed. Client is very speed demanding.
3 Customize everything, even campaign report format. Make the client and agency comfortable working with you.
How?
Success case - leadership
Work manual & POC development - Global Sales -
Building up a team to function as one team
• Guided and trained
individual team to build
work manuals in order to
maximize the productivity
given the limited resource.
• Always ask the team to
manage the check-up list to
solve complex global
guidelines and processes to
minimize the mistakes that
can be made even with extra
care.
• The result was amazing. We
reduced turnaround time
significantly, and were able
to generate more revenue
by working with more client.
• I took over two separate sales planning teams (Yahoo! and
Overture), incorporated them as one team.
• However, the team didn’t function as a team at first due to lack of
communication and common goal, strong individualism, etc.
• I have built clear goals, roles and responsibilities, and let everyone in
the team understand what they meant for the team.
• I held 1:1 meetings to figure out their SWOTs, and build up missions
which they all needed to act as one team. Sometimes, I invited
someone from other teams who could share their knowledge and
train the sales planning team.
• In six months, the team eventually got stronger and finally started to
act as one team. We were rewarded ‘Top Performing Team’ of the
sales group in 2010.
Success case - sales planning
• Deal was essentially about out-sourcing Yahoo! Korea’s own developed search business to Daum (Korea’s #2 portal) for 5 years.
• From this deal, we projected for the first two years: o $3.0M potential revenue upside o $6.0M cost saving o $9.0M OCF improvement
• The team initiated and closed this deal within 5 months.
• The proposal to HQ was developed by myself, and it gained the approval from CEO at once.
• Benefits of the deal were: o Allow management team to focus on core
business o Achieve more short term revenue o Improve OCF by saving operating cost
• Results: o Successfully migrated and kept the
projection on par o Eventually led win-back of Overture
partnership with Daum o Whole team was awarded “Best Performed
Project of 2008”
Search ad outsourcing with Daum deal (2008)
Success case - sales planning
Performance Display Task Force Tile & Text Product Task Force
• Developed strategies for the performance display
product based on Right Media platform which Yahoo!
acquired.
• The product is focused on verticals like Finance,
Travel, Retail which requires actual performance.
• Contributed more than 30% of total display revenue.
• Planned to develop Yahoo!’s own Tile & Text ad
product by leading a task force team.
• Initially developed strategies to penetrate the
existing market by analysing competitive landscape
and ad spending trend.
• Generated 50% QoQ revenue growth from Q311 to
Q212 (the product had to go sunset due to office
close at the end of 2012).
Success case - sales planning
O&O search revenue boost strategic plan Display sales revenue boost strategic plan
• Analyzed yearly top 100,000 revenue keywords’
performance on a monthly basis.
• Identified risks & opportunities, and suggested
alternative plans which helped revenue per search
turned around by 5%.
• Analyzed 15,000 key display advertisers in Korea
market – where they spent, how much they spent,
for what they spent, etc.
• Delivered a strategic plan what the future value
proposition should be and how Yahoo! could
increase display revenue.
• Helped the sales team to prioritize and focus to
exceed revenue target by 10%.
Success case - sales planning
Global sales 2H12 plan
• Analyzed past data, market situation, current sales environment thoroughly and delivered details
for 2H12 sales action plan.
• Divided separate, but yet clear strategic plan by
o Big 5 (Samsung, LG, Hyundai, KIA, KTO)
o Diverse demand (lower tier clients) and new acquisition
o K-Wave (Yahoo! Korea's new global product leveraging K-Wave)
• Contributed to highly exceeded the quota in Q312 (255%)
Portfolio - Work -
Achievements at Sales
Actual vs. Target at Global Account Sales Lead (2012) 1
Target
Actual
135% vs. target in FY12 Q112 Q212 Q312 Q412
100%
85% 115% 255% 110%
Awards 2 Sales Competition Awards
(winning 2 categories out of 6,
among 20 people) in 2012
Korea’s Best Performed Project in
2008 (Search AD outsourcing deal
with Daum)
Learning period
(The team was newly
set up and building
new pipelines)
Active period
Ending period
(Company announced
Korea office will be
shut down)
Achievements at Sales Participated “Purple Immersion” training at HQ (Sunnyvale, CA) as a representative from APAC 3
Only 2 from APAC, including myself, got the chance to participate. I was chosen because of the strong leadership, hardworking, and English skill.
Number of people I managed 4
Global Account Sales (Jan 2012 ~ Dec 2012): 1~2 ppl The team was newly set up.
Channel Management (Jul 2011 ~ Dec 2011): 6 ppl Sales Planning (Jan 2008 ~ Jun 2011): 6~8 ppl
How do I manage people?
Set up clear goals Allocate clear
role & responsibilities
Prioritization Keep motivating through
assessment & training Feedbacks, coaching, and
mentoring
Build system and processes to work smarter, more effective and productive Develop work manual
Develop master decks and customize Build and share contact list
Others
Approximate numbers of hours worked per week in any job undertaken whilst still in university
Intern at Siemens ICN • Intern at Siemens ICN HQ in Munich, Germany
• Jul - Dec 1999 (during MS)
• Worked 35 hours per week
A governmental project
• A World Wide Web project that has been
sourced from a governmental organization
• May 1996 (2 weeks, during BS)
• Worked approximately 50 hours per week
Cinetel Seoul • An interpreter & staff on making a local TV
program “Global Travel - Australia”
• Dec 1995 (1 week, during BS)
• Worked approximately 50 hours per week
Extra curricular
Member of sports team at the high school (1990-1991) Tennis, American Football, and Soccer
Leader, one of the university’s rock band (1992) Lead vocal + guitar
Organizer of internet communities (1997-1998) Soccer forum (1997-1998), and manager of the forum’s official soccer team (1997) Sogang University (1997-1998)
Korea’s National Soccer team’s supporters club (Red Devil) organizer (1997-1998) Led the producing of 1st CD; composed title song “We all will be there for you” in 1998.
Save the Children (2012- ) Support children under poor condition in Bangladesh via a NGO “Save the Children”
Thank you Thank you
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