Marketing Coordinator at Hankook Tire America, owning both the launch of Hankook's first North American social media presence and the development of the company's first enterprise iOS application.
Hankook Tire had a large and passionate fan base in North America, but as a South Korean company, there was no established way for U.S. customers to engage with the brand digitally. Without a social media presence or modern digital sales tools, the company was missing opportunities to connect with its audience, support its dealer network, and equip its sales team for modern client conversations.
I led two parallel workstreams. For the social media launch, I worked with the Design department to establish brand guidelines for digital assets, then partnered with marketing to build a 12-month content calendar, identifying major milestones, product launches, trade shows, and partnership moments to anchor content around. A key element was the partnership with Formula Drift athletes who used Hankook tires, which provided engaging content and extended the brand's reach into motorsport communities. I also led the "Hometown Heroes" national giveaway campaign internally, inviting people to share stories of local heroes, with the winner receiving an award from the company president at our largest annual trade show in Las Vegas. For the iOS app, I led the creation of an in-store product exploration tool for placement on branded Hankook display stands across 200+ domestic dealers. The app provided customers with detailed product information and visual renderings of the full tire lineup. I managed the full review and approval process across marketing and sales teams to gather feedback and finalize the product.
Successfully launched Hankook Tire's first North American social media presence, establishing a direct digital connection with U.S. customers and fans. The iOS app launched across 200+ dealer locations and became a key sales enablement tool for 500+ sales associates.