The DNA of a Marketer: Unlimited Creativity and Strategy Beyond the Beaten Path

Session Overview

In this session, Executive Director Jungpyo Lee shares insights from 22 years of leading successful marketing strategies, discussing what it truly means to walk ‘the path of a marketer.’

  • The Milestones of Advertising
    The relentless pursuit of alternative paths in creative advertising: Every wall is a door.

  • The Milestones of Branding
    The foundation of a unique brand strategy = The power of limitless creativity: What it takes to build a category leader and a power brand.

  • The Milestones of Digital Marketing
    A fully digital era with digital-first customers: The transformation of marketing in the digital age.

  • The Milestones of Retail Marketing
    Creating customer value: “If it’s not fun, it won’t sell.” Reinventing retail marketing to build the most engaging convenience store experience.

  • The DNA of a Marketer
    Thinking beyond the box, bold execution, and a data-driven approach embedded in every breath.

About Lee Jeong-pyo | Executive Director, GS Retail

Lee Jeong-pyo is a marketing-driven business innovator with expertise in advertising, branding, digital marketing, and communications. He has played a key role in transforming traditional offline retail through cross-industry collaborations and ‘O4O (Online for Offline) integrated marketing and commerce,’ creating groundbreaking customer experiences.

Starting his career as an Account Executive at Cheil Worldwide, Lee has built an impressive 22-year journey across SK Planet, CJ Group, CJ CheilJedang, and LG Electronics. His rare and extensive experience includes leading brand marketing for both Samsung and LG, as well as KT and SK Telecom—major competitors in Korea’s electronics, IT, and telecommunications industries.

Beyond tech and telecom, he has also driven the growth and market dominance of iconic brands like CJ Bibigo, Hetbahn, Coway, and Hite, spearheading large-scale, integrated marketing campaigns that have successfully shaped industry leaders.

Since 2021, Lee Jeong-pyo has been leading the Marketing Division at GS Retail, overseeing the integrated online and offline marketing for GS25, the No.1 convenience store brand, and GS The Fresh, the No.1 supermarket brand. His responsibilities include PB (private brand) marketing, collaboration product marketing, design, corporate membership programs, partnership businesses, and retail media advertising ventures.