기업명 비공개

BACKGROUND AND PERSONALITY [The Power of Collaboration: Learned in Germany and the Netherlands, Leading to Growth.] After living in Germany for four years, I majored in German Language and Culture based on that experience. Through this, I came to understand the core values of German society and developed an interest in various cultures. Germany emphasizes a culture of coexistence through consideration for minorities. This experience helped me understand BMW's vision of 'Together, Further.' Furthermore, I became convinced that I could realize my dream of becoming a global marketer based on BMW's spirit of supporting sustainable growth through communication with customers. I value collaboration and strive to create an active atmosphere where team members can show their abilities. During my exchange program in the Netherlands, I planned the ClickedIn event to help recruiters and job seekers, who had become accustomed to the online contact environment after the pandemic, interact smoothly in face-to-face settings. I proposed the idea of using bracelets that contained job seekers' career information, allowing for simple contact to convey information to recruiters. As the project leader, I collaborated with friends from Australia, the Netherlands, Japan, and Mexico, but faced challenges due to some team members' unplanned tendencies. In addition to setting specific deadlines, I made an effort to share progress on tasks actively and provide positive feedback. I also organized coffee chat sessions to foster understanding of each other's cultural backgrounds and strengthen team bonds. As a result, we produced a 30-page project proposal in English. After presenting our idea to the LinkedIn marketing department officials, we received positive feedback suggesting that hosting offline events, such as ClickedIn, could enhance brand awareness. This approach would address the limitations of current online operations and provide a more immersive brand experience for online users. CAREER OBJECTIVES [Strengthening Consumer Engagement and Participatory Marketing Strategy through BMW Korea's Instagram.] I want to grow as an intern who maximizes customer engagement through effective marketing strategies while enhancing the young and innovative image of the BMW MINI. While analyzing BMW Korea's Instagram account, I felt the need for participatory marketing strategies that can strengthen the bond with consumers. According to the 2023 KAIDA data, BMW has been selected as the most purchased imported car brand among consumers in their 20s and 30s. In particular, BMW MINI has gained significant interest among women in their 20s and 30s due to its compact size and appealing design. In light of these market trends, I believe the brand should actively organize events that encourage consumers to voluntarily share and engage in brand experiences, similar to the attention generated by MINI Korea's "Uplifting Life Campaign" and "잔망 루피". For instance, BMW MINI is currently hosting the New MINI Family Drive-Thru event in collaboration with Starbucks. Given the shared commitment to sustainability between Starbucks and BMW MINI, creating eco-friendly merchandise featuring charming characters and offering rewards for consumers who share their experiences on social media could enhance brand engagement and strengthen the connection between consumers and the brand. The MZ generation values communication and feels a sense of attachment to brands through participation. I will contribute to enhancing loyalty by strengthening interactive communication with consumers and increasing opportunities for participatory events in the BMW MINI marketing department. PROFESSIONAL AND ACADEMIC EXPERIENCE [Accurate Analysis: Achieving an 80% Increase in Payment Amount Through Naver Search Advertising Execution and Mobile Optimization.] I participated in a marketing project with Naver that aimed to increase sales for small businesses' online stores. In this project, I planned the execution of search advertising and organized shopping live events to promote and enhance mobile commerce. The cat-themed accessory shop selected by our team had an average of about 2,000 visitors per month in its offline store, but its online sales barely reached an average of 10 purchases per month. The main reasons were insufficient promotion and the inconvenience of purchasing in a mobile environment. To address this, we executed search advertising for 8 weeks with a budget of 1 million won and planned shopping live events. In particular, we analyzed that the mobile payment amount share was 87%, and optimized the website for mobile to encourage easy purchases. Through this experience, I realized how impactful analyzing customer needs and implementing tailored marketing strategies can be. I would like to participate in marketing communication efforts at BMW MINI to attract customers and increase brand awareness. My goal is to contribute to expanding customer touch points and effectively convey the unique brand value of BMW MINI.