Experience

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  Indianapolis Colts

  • United States
  • Spectator Sports
  • 400 - 500 Employee

  • Vice President, Analytics & Digital Innovation

    • Jun 2023 - Present

    Responsible for operationalizing internal capabilities (i.e. customer strategy, insights & analytics, KPI and digital and tech innovation) and implementation of customer (B2B & B2C) lifecycle management (i.e. acquisition, engagement, monetization and retention) across Colts digital ecosystem.

  • Vice President, Data Strategy & Analytics

    • Jan 2021 - Jun 2023

    Support the organization’s Commercial Operation to utilize data, technology, and analytical processes to inform the organization’s business strategy.

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  Columbia University School of Professional Studies

  • New York, United States

  • Adjunct Professor

    • Jul 2020 - Present
    • New York, United States

    Serve as instructor for “Applied Business Intelligence in Sports” graduate course within Sports Management program.

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  New York University

  • Greater New York City Area

  • Adjunct Professor

    • Sep 2014 - Dec 2022
    • Greater New York City Area

    Serve as instructor for “CRM: Managing Customer Experience” graduate course within Integrated Marketing program.

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  Major League Soccer

  • United States
  • Spectator Sports
  • 700 & Above Employee

  • Vice President, Strategy & Analytics

    • Jan 2017 - Nov 2020

    Developed and implemented enterprise-wide (league and 30 clubs) customer data and MarTech strategy. Drove execution of league-wide strategic and analytics projects (i.e., fan segmentation, ticket pricing optimization, CRM, business process re-engineering, and KPI). Coordinated CRM strategy and fan engagement programs to drive league-managed digital products (MGM Bet Predict6, Fantasy, Bracket Challenge, and MLS App, among others). Managed key MarTech and analytic partner relationship (i.e., KORE, Salesforce, Tableau, SAS Analytics, Two Circles, Fanatics, Nielsen, and InfoGroup). Oversaw data partnership with secondary ticketing partners (i.e., SeakGeek and Eventellect). Managed privacy and consent management across entire enterprise (i.e., CCPA and GDPR). Led production of fan data for commercial and media partners (i.e. fan data append and audience access). Guided development of fan persona and ticket packaging project using “jobs to be done” concept by understanding core motivations behind fan attitudes and behaviors in attending live matches.

  • Senior Director, CRM & Analytics

    • Jan 2014 - Dec 2016

    Facilitated management and execution of league-wide CRM strategy and operation (acquisition, engagement, monetization, and loyalty) across key digital channels (web, mobile, fantasy, EA FIFA, and social). Led execution of “Fan Centric Digital Transformation” project, identifying key enterprise initiatives across marketing, digital, social, content, media, and technology. Collaborated with BCG to develop and implement need-based market segmentation for soccer. Led development and execution of “game categorization” model to tier home games based on forecasted ticket demands to support individual ticket pricing. Supported formulation and execution of internal departmental and organizational strategy through data analysis and market research.Oversaw implementation and management of league-wide CRM infrastructures (CDW, BI, and ESP) and CRM initiatives (acquisition, fan engagement, monetization, and loyalty). Provided support to clubs on CRM strategy development and execution. Drove effort to build out league’s analytic function to deliver data-driven insights for entire organization and clubs.

  • Director of Strategic Planning

    • Jan 2013 - Dec 2013

    Oversaw launch of strategic planning department to lead development of long-term strategic initiatives. Drove development of centralized data warehouse, integrating 20 club ticketing systems, digital channels, e-commerce, and marketing applications. Managed daily operation and management of CRM execution (acquisition, engagement, monetization, and loyalty). Supported development and launch of new brand. Managed RFP process and selection of external third-party vendors for CRM project. Conducted CRM capability assessment analysis for local clubs.

  • Manager, Marketing

    • Jan 2006 - Dec 2012

    Guided planning and execution of marketing programs for league and reported directly to CMO. Developed league-wide CRM plan and secured new financial investments from board. Oversaw media advertisement (TV, web, social, and OOH) and facilitated management of grassroots partnership with major youth soccer organizations. Developed consumer research framework for league (fan segmentation, fan survey, TV rating, and season ticket holder survey) and provided management of key research partners. (e.g. Scarborough and Nielsen, among others).

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  Shin & Company

  • President

    • Aug 2004 - Dec 2005

    Established a business consulting company that focused on out sourcing freelance professional business consultants for clients in need of project manager to lead their internal project team.Managed clients, out sourced business consultants and developed sales opportunity for the company.Developed numerous business opportunities including ‘Asia-Pacific SCM eHub’ project for Korea International Trade Association (KITA) and ‘New product development strategy’ project for WiniaMando Inc.

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  OpenTide Korea

  • Senior Consultant

    • Apr 2003 - Jul 2004

    Participated in numerous projects as a project manager in developing Customer Relationship Marketing (CRM) strategy for companies in consumer electronic and new media industry.Managed team of three consultants as a project manager in analyzing Korean media advertisement market to develop new business operation model, revenue model and business alliance model for a new media communication advertisement system. Participated in a B-to-B-to-C CRM Strategy project as a project manager to develop an acquisition and retention model for retailer’s customer.

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  IBM BCS (Formerly PwC Consulting)

  • Consultant

    • May 2000 - Mar 2003

    Participated in numerous projects as a business consultant in developing customer relationship management (CRM) strategy for companies in consumer electronic and financial industry. Designed and executed global campaign planning for Samsung Electronics in US and France. Coordinated campaign strategy with top executives of major electronic retailers in France and US.Developed analysis framework for ‘Needs Based Segmentation’ using customer life stage and customer life style for Samsung Credit Card. Validated hypothesis through iterative process of analyzing external data (census, survey, etc.) and internal customer data (Demographic, etc.) against card transaction data. Developed major US credit card company benchmark report on CRM after interviewing top executive directors from ‘Bank of America’, ‘Wachovia’, ‘Capital One’ and ‘Discover’.

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  LG International

  • Account Manager

    • Jan 1998 - Apr 2000

    Supported import, marketing and distribution process for computer related product lines.Conducted market research and developed marketing & channel strategy to build an alliance with major PC manufacturers and computer retailers in promoting computer product lines.