Data-Driven Brand
Strategist & Brand 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.
TERRY SONG
Selected
Work
OppaLang: Viral Organic Growth
Problem /Faced stagnant social media growth, securing only 8 followers after publishing 30 short-form videos over three months with an ineffective initial strategy.
Action /Pivoted to a persona-driven strategy by creating an engaging virtual tutor named ‘Jun’ (@oppalang.jun). Pioneered a streamlined creative workflow utilising Generative AI tools (Nano Banana Pro, HeyGen, CapCut) to produce first-person educational content.
Result /Reduced content production cycles by 75%. Produced over 20 AI-generated videos within three weeks, amassing 2.9M+ organic views and 33.6K new followers across Instagram and TikTok entirely without media spend.
COSMO: Autonomous AI Asset Gen
Problem /Faced abandoning a £150,000 RFP pitch for the COSMO character development project due to a lack of available in-house design personnel.
Action /Prepared proposal independently over two weeks. Developed character narrative and utilised Midjourney to create comprehensive 3D character drafts. Composed matching jingles using Suno AI to captivate the evaluation committee.
Result /Successfully outcompeted other agencies to secure the £150,000 contract. The original AI-generated character designs were officially adopted.
Korea Electrical Safety Corporation: Comprehensive Identity Renewal
Problem /Required managing a complex 16-month, 200 million KRW brand identity renewal encompassing naming, logo, and PR strategy, which necessitated meticulous resource and risk management.
Action /Formulated a strategic roadmap optimising internal and subcontractor resources. Executed rigorous market research by analysing surveys for 1,500+ participants to redefine core identity. Mitigated legal risks through developmental trademark research.
Result /Successfully delivered the brand identity system and registered 20 new trademarks without legal complications, establishing a robust new strategic direction.
Seoul Waterworks Authority: Stakeholder Alignment
Problem /Faced a critical project impasse due to conflicting visions between executive leadership and external advisory boards regarding English naming conventions.
Action /Spearheaded a data-driven conflict resolution strategy by conducting comprehensive surveys involving over 2,200 participants. Devised a unified naming strategy and successfully persuaded the executive committee through evidence-based presentations.
Result /Restored project momentum to successfully complete the renewal. The new brand identity won the Grand Prize at the Public Brand Awards, marking an unprecedented agency first.
Dobrand & MUDOK: Lifecycle Management
Problem /Launching and scaling a new sustainable consumer goods brand whilst providing top-tier brand consultancy for external B2B and B2C clients.
Action /Directed market entry of MUDOK, managing naming, logo, packaging, sourcing, and digital marketing across Google, Meta, and live shopping. Simultaneously developed linguistic identities for consultancy clients.
Result /Launched MUDOK from concept to market in 4 months. Optimised media budgets to scale awareness. Successfully executed over 90 creative projects through Dobrand consultancy.
