Strategy you can defend with data, tell in one sentence, and scale across markets.

A carmaker selling software subscriptions is a new category with no communication conventions. FoD needed a definition before it needed advertising. I owned the launch communication strategy from zero: service positioning, the naming system, the messaging hierarchy, and creative concept direction, proposing "Kia Connect Store" and consolidating services under the existing Kia Connect umbrella rather than launching a new brand. Phase 2 hardened it into a full communication guideline and regional sales-enablement guides.

A global sponsorship only pays off if the brand platform travels across every market at once. I developed the creative strategy for Kia's official FIFA World Cup 2026 partnership campaign and led the full English-language strategy deck for the pitch, from audience and cultural insight through creative direction and execution principles.

An EV launch needs reach that media budgets alone cannot buy. I developed the media partnership strategy for the EV5 global launch: deep target-persona definition, a 24-criterion fit model screening streaming slates for brand synergy, and the final partner recommendation with collaboration directions across six markets.

Kia used CES to announce Platform Beyond Vehicle, a business the world had no mental model for. I drove the key message strategy, pivoting the story from B2B fleet pitches to value propositions for fleet operators, small businesses, and everyday consumers, approved at C-level.

An anniversary is either a footnote or a foundation. I designed the full heritage communication strategy, defining six audience segments and the narrative framework connecting eight decades to Kia's future vision, then executed it end to end: executive keynote scripts, exhibition docent narrations, and the global rollout guidelines with market-by-market transcreation direction.