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Nakyum Song

Global Brand Consulting & Strategy

I help tech, gaming, and lifestyle brands with brand consulting that clarifies identity, builds content that performs, and creates marketing systems that scale.

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Profile

Brand & Content Strategist

I’m a Brand & Content Strategist with 10+ years of experience in gaming, tech, and lifestyle brands. I help companies build a clear brand foundation, craft high-performing content strategies, and create marketing systems that drive real business growth — combining brand storytelling, creative direction, and data-backed decisions.

5M+ organic views

30 global launches

17% workflow lift

Selected metrics are directional and vary by campaign.

Focus Areas

• Creative direction + brand systems for tech
• Multi-region launch architecture + lifecycle orchestration
• Narrative design for executives, creators, and communities
• Esports, virtual humans, and culture-building initiatives

Every deliverable is meant to feel collectible: disciplined structure, selective texture, and measurable lift for the business.

Experience

Proof of impact: Global brand & marketing strategist with 8 years across gaming, tech, and entertainment

May 2024 – Present

Spearheading global esports and lifestyle campaigns, ensuring consistent positioning across product, digital, and creative teams.
Developed and enforced Razer’s 20th Anniversary brand system, balancing global strategy with local nuance.
Manage creative partners and studios to deliver premium assets and experiences at scale.
Mentor a distributed studio network so every touchpoint—from hardware drops to live broadcasts—feels cohesive.

Feb 2021 – May 2024

Launched ANA, KRAFTON’s first virtual artist, crafting narrative, visual identity, and tone of voice.
Achieved 5M+ views and 20K+ followers in 50 days through cross-platform content strategy.
Oversaw production for virtual human, PUBG Mobile, and PUBG NEW STATE across social, video, and live activations.
Partnered with internal artist teams to ensure asset quality and alignment with the brand story.

Aug 2019 – Feb 2021

Designed global influencer marketing strategies for LG Mobile across 21 markets with cultural insight.
Produced LG Mobile’s first virtual unveiling event, setting new launch benchmarks.
Negotiated and managed influencer partnerships, driving 30% gains in campaign efficiency.

May 2018 – Oct 2018

Developed the Korean go-to-market strategy through competitive analysis and market research.
Produced strategic reports analyzing consumer behavior and positioning.

Nov 2017 – May 2018

Executed BTL marketing strategies for Leeds University Business School and IABC.
Led event promotions and digital marketing initiatives.

Jan 2013 – Dec 2015

Supported six affiliate companies in optimizing SAP HR systems for a 17% efficiency lift.
Delivered trainings, troubleshooting, and alignment across stakeholder teams.

Portfolio

Selected campaigns and content systems

Project 1 · Razer Global Brand Manager | May 2024 - Present

Razer 20th Anniversary

Results

Consistent global brand narrative across 15+ markets.
Reinforced legacy while defining AI as next strategic chapter.
Improved production efficiency and cross-functional alignment.

Objective

Strengthen Razer’s global brand positioning for its 20th anniversary while defining the next AI-guided chapter and unifying narrative across markets.

Strategy (Brand Positioning → Legacy → Razer AI Next Chapter)

Developed core positioning translating 20-year legacy into an AI-powered evolution.
Positioned Razer AI as continuation of engineering, esports, and gamer-first heritage.
Built cohesive global narrative: “20 years of innovation built together with our community.”
Introduced brand governance and cross-market alignment for 15+ regions.

Execution

Full-year anniversary campaign with multi-format content.
Video series, editorial artbook, offline store branding, community activations.
Overarching Razer AI narrative across all streams; aligned product/digital/retail teams.

Watch video

Project 2 · Krafton Creative Marketing Manager | Feb 2021 - May 2024

ANA Virtual Artist Launch

Results

5.4M+ views in 50 days; 20K+ followers.
Positioned ANA as a credible virtual artist, not a tech demo.
Expanded from music to gaming creator formats.

Objective

Launch ANA as KRAFTON’s first AI-powered virtual artist, translating deep tech into human storytelling and scaling fandom in 50 days.

Strategy (Tech → Story → Entry Point → Expansion)

Built identity with deep-learning, dev, and design teams; chose music as entry.
Converted AI voice, motion capture, modeling, and Unreal rigging into user value.
Multi-persona content for entertainment fans, tech enthusiasts, general consumers.
Expanded into gaming and livestream formats as tech matured.

Execution

Directed 50+ pieces across YouTube, Instagram, shorts, influencers, and live events.
Music-first launch; followed with gameplay and creator-style videos.
Balanced technical credibility with entertainment-forward PR.

Watch debut video

Project 3 · Krafton Creative Marketing Manager | Feb 2021 - May 2024

PUBG: NEW STATE Launch

Results

50M+ global pre-registrations; strong creator amplification.
Improved player comprehension via simplified content.
Strengthened content consistency across dev and marketing.

Objective

Lead global launch of a AAA next-gen mobile title with full-funnel strategy, differentiating from PUBG Mobile.

Strategy (Testing → Differentiation → Global Content)

Alpha/beta tests translated into transparent pre-launch content.
Futuristic world, advanced movement, vehicle physics, improved combat → user messaging.
Diversified formats: trailers, teasers, music storytelling, in-game explainers.
Global influencer plan across US, EU, APAC.

Execution (Pre → Launch → Post)

Pre: worldbuilding teasers, dev diaries, testing recaps.
Launch: global trailers, creator-led breakdowns.
Post: update explainers and patch-note breakdowns.

Watch launch trailer

Project 4 · Krafton Creative Marketing Manager | Feb 2021 - May 2024

PUBG Mobile Korea Content

Results

Reduced early-stage friction for new players.
Strengthened trust with transparent updates.
Improved workflow efficiency by 20% while increasing output.

Objective

Strengthen retention and reduce churn for a mature live game by turning each update into clear, value-driven content with better onboarding.

Strategy (Retention → Update Hooking → Onboarding)

Identified update “hooking points” and translated them into player narratives.
Bridged community feedback to dev improvements.
Built onboarding and tutorial content to reduce early friction.

Execution

Produced onboarding content and mechanic breakdowns.
Shared before/after updates reflecting feedback.
Localized events and activations to re-engage players.

Watch update feature

Project 5 · Hill & Knowlton Account Manager | Aug 2019 - Feb 2021

LG WING Launch

Results

12M+ campaign views; 4.5x engagement vs. prior benchmarks.
30% higher watch-through vs. traditional launch videos.
Repositioned LG WING as practical and creator-friendly.

Objective

Launch LG’s swivel-screen smartphone by showing daily dual-screen value, not just specs.

Strategy (Feature → Benefit → Use Case)

Built use-case narrative: multitasking, creator tools, navigation, entertainment.
Partnered with mega influencers to translate UX benefits.
Shifted launch toward engagement-focused demonstrations.

Execution

Story angles per influencer: recording/preview, navigation+media, creator mode, split-screen.
Delivered content across YouTube, Instagram, TikTok.

Campaign video 1 Campaign video 2

Selected outcomes shown are directional and market-dependent.

Services

Brand consulting services

Brand Systems & Narrative

Positioning, messaging, and creative direction to build a cohesive identity across product, campaigns, and executive storytelling.

Content & Campaign Architecture

End-to-end content strategy, editorial roadmaps, and multi-channel campaign planning for launches and evergreen growth.

Fractional Brand Leadership

Hands-on support as an interim/fractional CBO or brand lead, aligning marketing, product, and community teams.

Workshops & Advisory

Bespoke workshops, playbooks, and advisory partnerships with founders, in-house teams, and agencies across regions.

Open collaborations

Available for global brand leadership, creative direction for launches, and bespoke studio partnerships across North America, Europe, and APAC. Send context—mood boards welcome.

nakyumsong@gmail.com