"Olban, Let's Grow" Shinsegae Food's New Face... CEO Song Hyun-seok Who Developed Beer Brand Cass
Vice Chairman Jeong Yong-jin Appointed as CEO and Marketing Expert
Accelerating Leap to Comprehensive Food Company Including Strengthening Olban Marketing
[Asia Economy Reporter Lee Seon-ae] The choice of Chung Yong-jin, Vice Chairman of Shinsegae Group, to grow Shinsegae Food into a comprehensive food company was a 'marketing expert.' He appointed Song Hyun-seok, Executive Director in charge of marketing at Shinsegae Food, as CEO to actively lead business expansion, focusing on the integrated food brand 'Olban' as a new growth engine.
On the 15th, Shinsegae Group announced its regular executive personnel appointments for 2021, including this decision. Before joining Shinsegae Food as Executive Director in charge of marketing in January 2018, Song had been with OB Beer since May 2010. His representative achievement was the 'Cass branding.' He is recognized as the person who carried out marketing efforts to solidify Cass's position as the number one beer brand in Korea.
Accordingly, Vice Chairman Chung is interpreted to have judged Song as the right new CEO to strengthen Shinsegae Food’s business from B2B (business-to-business) to B2C (business-to-consumer), five years after entering the food manufacturing business.
A Shinsegae Food official stated, "Under the new CEO system, we will further strengthen Olban branding and simultaneously accelerate our leap to become a comprehensive food company by creating synergy between food manufacturing and dining-out businesses through the expansion of No Brand Burger."
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Meanwhile, CEO Song, who holds a bachelor's degree from Missouri State University and a master's degree in marketing from Northwestern University, began his career in January 1995 at CJ Entertainment’s U.S. branch. In January 1999, he moved to Warner Music as Marketing Manager, and from January 2002, he served as Marketing Team Leader at McDonald's. In July 2004, he moved to Yum Brands as Brand Executive at Pizza Hut’s U.S. headquarters. Afterwards, he was in charge of overall marketing at OB Beer.
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