TURNING ATTENTION TO ACTION

A funnel that outperformed a major agency — on a smaller budget.

My manager wanted broad targeting to maximize traffic. Competitor research told a different story: our real differentiator was on-site, 1:1 provider care — something most telehealth competitors couldn't offer, at a premium price point. I made the case, backed by data, that broad targeting was pulling in price-sensitive traffic that didn't fit a premium service. We rebuilt the funnel around targeting people willing to pay for hands-on care — a four-stage flow where information unfolds step by step instead of overwhelming a visitor on one page. The result: qualified leads at 4× the rate of a major outside agency running a comparable paid campaign for the same company.

Turning automation into conversations that convert.

Behind every funnel is a follow-up system. These are the automated email and SMS workflows I built to nurture leads after they left the landing page, alongside creative examples from the email and social campaigns I've written and designed — brand names blurred throughout for client confidentiality.

Key Performance Metrics

• Conversion Scaling: "Achieved a multi-fold increase (nearly 12x) in lead conversion through automated nurturing funnels, significantly outperforming the pre-automation baseline."
• Operational Workflow Efficiency: "Replaced manual outreach with a fully automated funnel system that manages end-to-end communication—from initial touchpoints to automated scheduling. This eliminated manual bottlenecks and allowed the process to scale smoothly."
• Analytics Baseline: "Scaled marketing analytics from a near-zero tracking baseline to a fully systemized, data-driven pipeline (0 to 100) that provides real-time funnel visibility."

Strategic Data-Driven Optimization

"Integrated landing pages with CRM platforms to create a 'Single Source of Truth' for all lead data. By analyzing the full funnel—from initial interest to automated booking—I identified drop-off points and optimized the automated sequences, ensuring high-intent leads are captured and nurtured without manual intervention."

Automation workflows

Email & campaign creative

Monitoring 450+ companies from a single spreadsheet.

I supported a government-backed program connecting Korean export companies with outside marketing agencies—the companies received subsidies specifically to use agency services, and I sat in the middle, managing reimbursement data and tracking agency performance to ensure deliverables were met. Using advanced Excel for budget monitoring (such as conditional formatting to visually flag budget pacing) along with pivot tables and XLSTAT, I efficiently handled 450+ companies' data. Beyond financial tracking, I managed agency check-ins, collected feedback through post-program surveys from participating companies to improve future iterations, and helped draft quarterly logistics reports in Korean for official publication.

Owning a content pipeline, end to end.

At a medical group in Korea, I owned the TikTok and Instagram content pipeline — producing content in-house while also sourcing and managing partnerships with outside influencers and UGC creators, from brief through revisions to final approval. Running in-house production and creator collaborations side by side gave a steady volume of content without approval delays, and real data on which format actually performed better. The clips below are independent content I've written, shot, and edited on my own channels — shown as a sample of format and pacing, since client work stays with the client.

The technical layer behind the funnels.

Three redesign projects completed during a UI/UX program — roughly 500 hours, attended on-site, with 98% attendance — a motion/interaction sandbox, an institutional site rebuild, and a homepage redesign that turned a confusing information hierarchy into a clear, high-conversion layout. This is the same instinct — structure and clarity drive better outcomes — applied earlier to the funnel work in Project 01. It's why I can build a landing page with AI-based tools and still go in and adjust the code directly when it needs precision.