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