Objective
Paul hwangbo in a nutshell
As an avid consumer of digital media and a dedicated gamer with aspirations of becoming a creator, I continually seek to expand my knowledge of the digital entertainment industry. Beyond my 7+ years of professional experience, I have also provided YouTube growth and SEO consulting services to a range of influencers and brands.
Experience
COMPLEX NTWRK, Los Angeles, CA
Director, Growth Marketing
January 2024 - Present
Associate Director, Growth Marketing
April 2022 - January 2024
Work with cross-functional partners to build digital strategy and roadmap to achieve business outcomes
Contribute to web experience, content strategy and organic growth strategy
Partner with and influence teams across business partnerships, merchandising, sales, data, product, and engineering
Define, analyze, and monitor all relevant KPIs and communicate with stakeholders on business performance and needs
Partner with product and engineering team for channel integrations, tools, and features
Functional familiarity with HTML, CSS, SQL
Tools used most often: Tableau, Amplitude, Snowflake, Segment, Branch.io, Google Analytics, Firebase, Braze, Internal CMS, Apple Connect, Google Play Console
Notable clients include: Google, Honda, McDonald’s, American Express, FaZe Clan, and Amazon
Sr. manager, Growth Marketing
February 2020 - April 2022
Manage and execute on all paid efforts (Meta, Instagram, Youtube, Twitter, Snapchat, TikTok, Reddit, Google Ads)
Design and send highly targeted emails
Strategize and send targeted push notifications
~1MM directly attributed app installs, $5.39 CPI
Led and executed a 2021 growth initiative campaign that directly resulted in $5MM in revenue
Sent over 70MM emails while maintaining a >25% open rate and >4% CTR
Managed a growing multi-million dollar budget each year
*Last updated 2/2024
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Scrunch Labs LLC
Paid Media/Marketing Consultant
January 2020 - Present
Previous Clients Include: Krave Beauty, Dumpling & Associates, Lavendaire
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Beautycon Media, Inc., Los Angeles, CA
SR. marketing manager
December 2018 - February 2020
Manage and execute on all performance marketing (Facebook, Instagram, Google Ads, Youtube, Twitter, Snapchat, TikTok, Reddit), paid media, traditional, SEM/SEO and brand partnership campaigns
Measure and report on all digital marketing campaigns
Measure and report on all brand partnership and talent marketing initiatives
Devise and build customer/audience growth strategies
Strategically plan and execute on festival marketing plans, partnership activations and e-commerce initiatives
Generated over $1.7MM in revenue from all paid initiatives with only $300k in spend
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Latis global communications, Seoul, South Korea
Global marketing manager
November 2016 - November 2017
Served as Game Community Manager for a storied franchise with a player base over 2 million, hosting weekly live-streams, managing and implementing all social media strategy and real-time community engagement
Doubled the Facebook community members in three months by partnering with internal stakeholders, influencers and agencies to create engaging activations both in-game and within community groups
Managed a group of moderators to assist with the community group and promote new game features/updates
Created social media strategy and launched efficient social campaigns as the World Blackjack Tournament UA Manager, maintaining a sub $3 CPI in high-quality countries
Planned, produced and edited original video content across multiple social media platforms that has reached 500,947 people and received 131,615 engagements within three months
Strategized and oversaw execution of Facebook page pivot from gaming to entertainment page, successfully growing it 100% in three months with limited budget
Established 5 new fan pages, with likes that exceeded expectations by 200% in one month
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Maverick Co., Ltd., Seoul, South Korea
GLobal marketing manager
January 2016 - July 2016
Created on-trend daily video content for social media platforms that increased downloads and user engagement
Strategically grew all our social media platforms by 700% with no budget, utilizing only in-house content and white hat growth hacking
Collaborate with internal and external influencers to promote new features and drive installs
Used our CMS to track user statistics and created actionable feedback reports for the development team and CEO
Utilized Sensortower to choose new keywords and write app descriptions that better optimized our ASO
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Walt disney studios motion pictures, Burbank, California
Global publicity - field marketing summer associate
June 2013 - September 2013
Worked with publicists on Long Lead Days & Press Junkets by coordinating talent logistics
Reviewed and compiled Publicity Reporting Online entries for all regional grassroots activations
Covered and created audience reports for press and promotional screenings
Coordinated the implementation of publicity/promotional strategies with field agencies in the top 25 US. markets
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Disney ABC television Group, Burbank, California
Media Relations Intern
August 2012 - December 2012
Supported the entire team in daily responsibilities and participated in any off-site events
Collaborated with publicists on set to assure production quality in filming
Reviewed all weekly, daily and monthly publications to clip and compile any pieces relevant to our talent
Created and updated targeted media lists from Cision for localized outreach
Languages
English (Native)
Korean (Intermediate)
Productivity
Mac OS Productivity Suite
Microsoft Office Suite
Google Suite
Slack
Trello
Asana
Wrike
Airtable
Editing
Premiere Pro CC
After Effects CC
Photoshop CC
Social Media + performance
Meta/Instagram (Organic & Paid)
TikTok (Organic & Paid)
YouTube (Organic & Paid)
Reddit (Organic & Paid)
Twitter (Organic & Paid)
Snapchat (Organic & Paid)
Community (SMS)
ManyChat
Twitch
Discord
Tumblr
Blogger
Linkedin
Hootsuite
PHPBB
Wikia
Molocco
Data
Tableau
Snowflake
Amplitude
Data Dog
Google Analytics
Google Search Console
CRM & Technical
Braze
Klaviyo
Mailchimp
ActiveCampaign
Salesforce Marketing Cloud
Segment
Stitch
Branch
Firebase
TUNE
Productsup
Omneky
Fun facts
I have visited 12 countries and lived in 2 of them.
I learned to ride a horse in Mongolia, and a motorcycle in Vietnam.
I’ve only lost 3 games of Settlers of Catan.
You need to ask me about this—I have a story about a funny and harmless encounter with the FBI.
interests
I enjoy surfing, tinkering with electronics, and sim racing.
Strategically using my rez as Sage and healing without ever hearing a thank you.
Evaluating the validity of claims that Mercedes is sabotaging Lewis Hamilton.
Wondering why Masi did what he did in 2021.
Education
University of California, Riverside
B.A. Business Economics
Graduated June 2014
Yonsei University, Seoul, South Korea
Korean Language Institute
Fall 2014
Certifications
Certifications
GOOGLE ADWORDS CERTIFICATION
ADWORDS VIDEO CERTIFICATION
YOUTUBE CHANNEL GROWTH CERTIFICATION
YOUTUBE ASSET MONETIZATION CERTIFICATION
YOUTUBE CONTENT OWNERSHIP CERTIFICATION
TWITTER FLIGHT SCHOOL GRADUATE
Certifications Cont.
Traliant Compliance Course Completions
Psychological Safety at work v1.1 Preventing Workplace Harassment - Advanced (CPE/CLE) Emotional Wellness Unconscious Bias v3.1 2023 Diversity, Equity & Inclusion in the Workplace V4.1
LGBTQ+ Inclusion
Religion, Spirituality and Beliefs: Managers V2.1 Unconscious Bias V3.1 2023
Cultural Competency & Humility V1.1
Microaggressions in the Workplace
Preventing Discrimination & Harassment: CA Managers V3.4
diversity, Inclusion, & sensitivity V3.3
Preventing Discrimination & Harassment: CA Managers V2.3
Contact
Get in Touch
ask me about my story, I’d love to hear from you!
Portfolio
Metrics and other data are purposely not shown.
BeautyCOn - Fb/IG Advertising
$269K in spend that resulted in $1.28MM in revenue.
Food Review
Samyang introduced a new flavor to their renowned Fire Ramen Noodles line, exclusively for the Chinese market. Wanting to leverage the ongoing #FireNoodleChallenge buzz to promote our Facebook page, I saw this new flavor as the ideal opportunity. I managed to connect with Samyang and obtained a package of the new Mala-flavored ramen noodles. Subsequently, I planned, produced, and edited a video featuring the new flavor. With a modest investment of $41.15 in a boost campaign, the video garnered over 20,000 views and attracted 744 audience engagements.
Event Review
In Seoul, there was an exhibition themed around 'Alice in Wonderland'. Eager to highlight Ampersand Media Lab’s prowess in event coverage, I, as the project manager, delegated two team members to document the exhibit. We aimed our promotion at Seoul residents with an interest in art and allocated $30 to promote the video. The outcome was a succinct BuzzFeed-style video that amassed over 23,000 views and garnered 486 engagements.
VR Game Review
With a major VR convention approaching, we sought to capitalize on the excitement with a unique video. Given that Halloween was around the corner, we opted to craft a spooky VR experience. I assigned two team members to play 'Resident Evil 7: biohazard', but with an amusing twist: one would wear the VR headset and headphones, while the other had only a controller and a monitor for reference. This inventive approach produced a comical video that attracted over 7,000 views and 78 engagements, all with a mere $12 spent on promotion.
Drink Review
Following the recent rebranding of Ampersand Media Lab as a Korea-centric entertainment page, we aimed to craft content tailored to enthusiasts of Korean culture. I spearheaded a video project focused on unique drinks exclusive to Korea. This intriguing video garnered over 14,000 views and nearly 400 engagements, all with a promotional budget of just $30.
Game Livestream
As the Community Manager for Astronest, I was tasked with devising innovative ways to engage our community. An essential part of my role was to maintain activity on our Facebook page, which served as the primary platform for updates and event announcements about the game. I found that live-streaming was an effective method to captivate our audience and foster direct engagement. Our weekly streams consistently reached an audience of over 200,000, bridging the gap between the community and the developers.
Game Community Event
To boost membership in our community group, augment playtime, and enhance activity on our fan page, I organized weekly events that rewarded users with in-game items. Such initiatives played a pivotal role in doubling our community's size and significantly increasing gameplay duration.
Game Event Promotion
When I noticed a decline in user playtime, I conceptualized a community event aimed at reversing the trend. The outcome was an official faction war, which not only boosted playtime but also drove in-app purchases and elevated user satisfaction with the game. The post you're seeing exemplifies one of our event promotions that effectively channeled users into our community group.