Sunny Ryu
Seoul, South Korea0
Korea Growth & Marketing Leader | Global IP × Fooball x Gaming | Culturalized GTM, Asia Expansion, Live Service | ex-EA, King, Cisco | EMBA
20+ years’ experience across Games, Sports, Entertainment and Technology Start with Why, Zero to One, Detail Oriented - Start with customer facing problem, initiate the big idea for solving the problem through culturally resonate go-to-market strategy & exellence for global IP-driven business growth. See & Watch the story: https://sunnyryux.github.io/
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Projects
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Experience
Electronic Arts (EA)
Apr 2017 — Mar 2026 · 8 yrs 11 mos
Head of Asia Football Partnership Activation
Apr 2019 — Mar 2026 · Gangnam-gu, Seoul, Korea
As 'Football Partnership' is one of crutial growth lever in EA Sports FC business, Identified a gap between EA SPORTS FC’s commitment to football authenticity and its ability to activate locally relevant leagues, clubs and players across Asia. Developed the regional football licensing and partnership activation strategy, established a dedicated function, and aligned global football partners with local and platform marketing priorities through a shared playbook during FC and real world football season planning. The programme delivered more than 70+ partner activations and massive fan engagements, as well as improving activation efficiency across Asia and MENA region
Sr. FIFA Product & Asia Marketing Manager
Apr 2017 — May 2022 · Korea
Joined EA as its first Korea marketing hire for FIFA Online 4, where a successful transition from FIFA Online 3 depended on strengthen collaboration with publisher Nexon. Established a joint marketing framework connecting Nexon with EA’s studio, global brand and football partnerships and CFX teams, then extended the approach to Garena and Tencent across Asia. Led launch creative grounded in the game’s strengths and player insight, followed by a regional live-service communication approach that supported the franchise’s long-term growth.
Marcomms Manager, Brand Marketing
KingJun 2015 — Mar 2017 · Seoul
Joined as King’s first brand marketer in Korea to build local relevance for Candy Crush and other franchise mobile games. Broadened the approach beyond prevailing mobile games advertising, developing hyper-culturalized creative and fashion, beauty and lifestyle partnerships that brought the ‘Bite Size Entertainment’ positioning into prospective players’ lives. With the global data team, established a way to estimate the business contribution of TV and out-of-home activity and apply it to annual brand marketing investment. Contributed to the growth of a franchise that recorded over massive cumulative downloads and positioned as No.1 puzzle game in Korea.
Cloud service/Product Marketing Manager
Polycode Inc.Apr 2014 — May 2015 · Gyeonggi, South Korea
Joined a developer-led games technology start-up as it expanded its backend SaaS platform into mobile games. Worked with developers to turn technical capabilities into a clear customer proposition, define the mobile MVP’s target market and test its messaging with prospective clients. Supported early customer acquisition and product refinement before the technology was acquired by Webzen.
eMarketing Lead/APJC Marketing
CiscoJul 2011 — Nov 2013 · Seoul
Moved in-house to connect APAC digital marketing more closely with sales and channel priorities. Developed CRM-led customer nurture and demand-generation programmes, improving how leads were managed across the customer journey and using data and media optimisation to strengthen conversion up to 77% from 30% and pipeline contribution
Education
Aalto University Executive Education and Professional Development
Executive MBA in Business, Management, Marketing, and Related Support Services
Mar 2022 — Aug 2023
Seoul School of Integrated Sciences & Technologies (aSSIST)
Master of Business Administration - MBA in International Design Business Management
Mar 2022 — Aug 2023
신라대학교
BA in International Relations
Jan 2000 — Jan 2004
Graduated Thesis: “The New wave: 6ways talk to solve the matter of Nuclear weapon from North Korea”
Credentials
E
Honor or award
EA Value Award - Team Work
EA
Issued Dec 2022
EA Sports FIFA World Cup 22 campaign with Son
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Honor or award
EA Value Awards - Team Work
Electronic Arts
Issued Apr 2021
E
Honor or award
EA Value Awards - Creativity
Electronic Arts
Issued Oct 2019
E
Honor or award
Effie Award Bronze 2016
Effie Award Korea
Issued Apr 2016
- Effie Award Bronze medal - 'David vs Goliath' category with Candy Crush Soda 360 campaign
- Awarded what is new/emerging brand making influential against big brand, moving into new product/service field beyond their category and set of competitors
- It's firstly awarded case in game industry/game brand in Korea
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Skills
Brand StrategyProduct ManagementBrand CommunicationMarketing Strategy DevelopmentEvent MarketingTrade Show PlanningInternational Event ManagementMarketingAgency Relationship ManagementB2B MarketingDigital marketiengLean StartupMinimum product valuetech marketingBrand MarketingFranchise Management