From Marketing Strategy Design to Operational Infrastructure Development
An internal project to design marketing strategy and build operational infrastructure from scratch, where no digital acquisition system previously existed. Starting from market analysis, targeting, and persona development—and building strategic alignment through team workshops—I drove the end-to-end buildout over approximately 15 months: advertising operations, landing pages, SNS operations framework, co-hosted seminars, and a codified inside sales SOP.
Challenge
The company's new client acquisition relied entirely on ad-hoc, individual-driven approaches—with no systematic marketing strategy or digital operational infrastructure in place. As the market shifted toward digital, I determined that executing individual tactics without an underlying strategy would not yield sustainable results, and initiated this project starting from strategic design.
Approach
① Strategy Design: Architecting the Marketing Foundation
Through field interviews and market analysis, I diagnosed the company's challenge structure and identified that the core issue was not a lack of tactics but the absence of strategy altogether. I led multiple workshops with project members to systematically develop a SWOT assessment, target definition, positioning, and B2B personas. I then designed the customer journey and sales funnel, constructing the complete blueprint for tactical execution.
② Infrastructure Setup: Creating the Conditions for Execution
As the company's first digital marketing initiative, I launched Google Ads operations, created and refined landing pages, built inquiry forms and measurement events, and addressed web security—all within a limited budget—establishing an environment where execution, measurement, and analysis could function as a cycle.
③ Learning: Identifying the True Nature of the Challenge
Quantitative analysis of initial execution results revealed that the issue lay not in budget or execution volume, but in the strategic direction itself. This diagnosis led directly to the next pivotal shift.
④ Turning Point: Data-Driven Strategic Redesign
Switching from AI-automated bidding to manual operations with refined keyword targeting improved CPC by over 50%. The discovery that industry-specific keywords delivered higher CTR at lower CPC reshaped subsequent campaign design. Simultaneously, I shifted the approach from single-channel dependency to integrated multi-channel strategy.
⑤ Channel Expansion: Designing and Executing Multiple Touchpoints
Designed the Instagram operations framework from scratch (persona definition → KPI roadmap → content plan → crisis management flow → team structure). Planned, executed, and analyzed a co-hosted seminar with a data platform company, and drove the design of content marketing initiatives.
⑥ Systematization: Building Reproducible Operations
Developed an inside sales SOP codifying the six-stage process from lead acquisition through nurturing to deal conversion, including KPI design. Established operational guidelines and monitoring systems, while driving AI-powered in-house content production to reduce outsourcing costs and accelerate production speed.
Results
- CPC improved by over 50% through the switch to manual operations with refined keyword targeting
- Site sessions and users doubled during advertising periods compared to non-advertising periods
- Designed Instagram operations framework from scratch and established team-based operations
- Developed inside sales SOP, building a reproducible sales infrastructure
- Built a complete marketing strategy framework (STP, customer journey, sales funnel, KPI system)
- Achieved cost reduction and faster production through AI-powered in-house content creation