Terry Song
Data-Driven Brand Strategist & Marketing Manager
Bridging the gap between brand management, creative strategy, and digital marketing. I am a London-based professional with a proven track record of leading end-to-end creative projects, from initial concept to market launch.
By integrating rigorous data analysis with advanced Generative AI workflows, I solve complex business challenges, significantly optimise production efficiency, and deliver measurable organic growth. Whether navigating multi-stakeholder public branding projects or scaling direct-to-consumer digital campaigns, I build brand resonance that drives tangible business impact.
Selected Work
OppaLang: Driving Viral Organic Growth Through AI-Persona Strategy
Problem:OppaLang, a global EdTech startup, faced stagnant social media growth, having secured only 8 followers after publishing 30 Instagram Reels over a three-month period. The initial content strategy, which featured an AI-generated short drama concept, failed to resonate with the target audience.
Action:I conducted an in-depth analysis of our target demographic—global female Korean language learners in their 20s and 30s—and identified that their consumption habits are heavily driven by 'fandom' and human connection. Consequently, I pivoted to a persona-driven strategy, creating a virtual, highly appealing Korean male tutor named 'Jun' (@oppalang.jun) to serve as the brand's micro-influencer. I pioneered a highly streamlined creative workflow utilising Generative AI tools (including Nano Banana Pro within Flow, HeyGen, and CapCut) to independently produce, edit, and direct first-person perspective educational short-form videos.
Result:This approach reduced content production cycles by 70% whilst maintaining high-quality visual standards. Within just three weeks, I produced over 50 AI-generated videos that amassed over 2.9 million organic views and 33.6K new followers across Instagram and TikTok. By continually analysing over 285,000 interactions, I refined the narratives, which resulted in a 1,000% increase in cross-channel save and share rates, all achieved entirely without any media spend or influencer costs.
COSMO: Winning a £150,000 Pitch via Autonomous AI Asset Generation
Problem:Our agency faced the prospect of abandoning a £150,000 RFP pitch for the COSMO (Resource Circulation Deposit Management Center) character development project due to a severe lack of available in-house design personnel.
Action:Taking full ownership of the opportunity, I secured permission from the CEO to prepare the proposal independently over two weeks. I developed an engaging character narrative based on multi-faceted situational analysis, and utilised Midjourney to create comprehensive 3D character design drafts featuring two distinct concepts. To further distinguish our pitch, I proactively used Suno AI to compose matching jingles, an element not requested in the original brief, to captivate the evaluation committee.
Result:I successfully pitched the creative concepts as the company representative. The evaluation committee highly praised the 3D visual assets and jingles, allowing us to outcompete other agencies and secure the £150,000 contract. Ultimately, my original AI-generated character designs achieved excellent feedback and were officially adopted by COSMO.
Major Public Brand Identity Projects: Managing £500,000+ Portfolios
Problem:Managing complex, multi-stakeholder public branding projects requires navigating conflicting visions and preventing the breakdown of client relationships, which occurred mid-way through the Gangnam-gu brand identity renewal project, and during the Seoul Waterworks Authority project where executives and advisory boards held opposing views on naming conventions.
Action:As Project Manager, I facilitated face-to-face conflict resolution to realign stakeholders. For Gangnam-gu, I presented robust case studies to bridge the gap between the client's desire for radical change and our recommendation for gradual evolution, unifying our strategic goals. For Seoul Waterworks, I designed and conducted extensive surveys involving over 2,200 participants, using this data to formulate a unified naming strategy that satisfied both internal executives and external advisors. Concurrently, I directed an AI research task force, integrating tools like Midjourney and Suno AI into our workflows to improve creative processes.
Result:I successfully managed a £500,000+ portfolio comprising over 10 major brand identity development projects, overseeing cross-functional teams. My intervention restored client trust, significantly reduced client revision cycles, and ensured consistent project quality. Furthermore, the Seoul Waterworks project was successfully completed and won the Grand Prize at the Public Brand Awards, marking a first for both our agency and the Seoul Metropolitan Government.
Dobrand & MUDOK: End-to-End Entrepreneurial Brand Management
Problem:Launching and scaling a new sustainable consumer goods brand in a highly competitive digital landscape whilst simultaneously providing top-tier brand consultancy for external B2B and B2C clients.
Action:I directed the successful market entry of MUDOK, my own sustainable kitchen products brand, managing the full lifecycle from naming, logo and packaging design, to product sourcing and customer management. I planned and executed integrated digital marketing campaigns across Google, Meta, and live shopping platforms. Simultaneously, running my consultancy 'Dobrand', I conducted market research and developed linguistic brand identities—including naming and brand stories—for clients such as Genoray (medical equipment) and NH Hansam (health supplements).
Result:I successfully launched MUDOK from initial concept to market within a rapid 4-month timeframe. By optimising paid media budgets and managing P&L, I scaled brand awareness for sustainable growth, gaining an invaluable first-hand understanding of client-side pressures. Through my consultancy, I leveraged strong planning and ideation to successfully execute over 90 creative projects.
