Scaling Investment Through Audience-First Strategy at Samsung

Samsung

Consumer Tech | Omnichannel + Audience Strategy | Media Director

The Challenge

Samsung’s digital media approach was rooted in outdated, keyword-based models that limited scale and relevance. Investment potential was high, but systems weren’t keeping pace.

The Approach

Rebuilt media strategy using audience-first segmentation frameworks. Introduced refined measurement models, retrained internal teams, and aligned execution with omnichannel goals.

The Outcome

📊 Doubled media investment to $100M in 6 months

💡 Audience-first framework remains a core reference model internally

My Role

Led omnichannel media team, drove full strategy transformation, and spearheaded stakeholder and team upskilling during critical growth.