Minkyu Sung · Growth Marketing & Analytics
Growth Marketing · Marketing Analytics

Growth that proves itself.

I'm Minkyu Sung, a growth marketer trained in marketing analytics (MS, 4.0 GPA) with corporate experience at Samsung and Audi. I connect segmentation, experimentation, predictive modeling, and reporting into one loop, then use it to move the KPIs that matter.

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Open to growth & marketing-analytics roles · NYC metro / hybrid · authorized to work, no sponsorship neededTry the 3 live tools ↓

4.0
GPA · MS Marketing, Analytics
+40%
Vendor onboarding cycle time, Samsung
30%
Lost leads recovered, Audi Eastern Region
84%
Reporting time saved via AI rollout
Featured case study · Audi of America

Finding the leak in a luxury funnel.

As Eastern Region Operations intern, I built an end-to-end funnel analysis spanning Awareness → Consideration → Purchase → Retention — synthesizing paid-media, web-analytics, lead, and CRM data across 8,700+ monthly leads and 5 channels to give regional marketing leadership a single view of where the funnel leaked.

I diagnosed a 10.9% decline in lead-to-sale conversion (9.53% → 8.49%) and isolated Brand Website as the highest-converting channel (19.6% vs. 12.1% for dealer sites), surfacing it as the highest-ROI reallocation target. Then I reframed a suspected “traffic problem” as a purchase-intent problem — visits rose while lead submissions fell — tying a 24–32% YoY paid-traffic decline to the April tariff onset.

19.6%
Brand-site conversion (vs 12.1%)
8,700+
Monthly leads analyzed
5
Channels · one funnel view
Funnel Analysis Customer Journey SQL Tableau Pricing Strategy
Minkyu presenting the final project at Audi of America
Presenting the final project to Audi US Sales Operations, Reston VA
Chronological customer purchase journey analysis board
The chronological customer purchase journey · Eastern Region
Selected work

Where analytics met growth.

Graduate marketing-analytics work alongside real client and corporate projects, each built around a measurable goal.

Digital Growth Strategy 2025

Multi-platform digital growth strategy for Bethesda Bagel

A full digital plan for Bethesda Bagels, an established DMV bagel shop (est. 1982): a PageSpeed & Semrush audit, high-intent Google Search, dayparted Meta/Snapchat social, and a LinkedIn catering play — each channel matched to a distinct buyer, plus A/B tests and a GA4 measurement framework. (MKTG-663 Digital Marketing, American University.)

8.2%
Search CTR · $0.28 CPC
5
Campaigns · 4 platforms
Audit
SEO + GA4 KPIs
Read the full case study →
Ops Analytics 2025–26

Samsung Process Innovation: KPI dashboards & AI automation

Built the team's first KPI-tracking dashboard and surfaced a compliance-review gap no one had measured precisely, then drove it down. Led an AI-tool rollout that automated report generation and let non-technical staff self-serve, protecting continuity ahead of Samsung's Texas relocation.

+40%
Onboarding cycle time
84%
Reporting time saved
75%
Reports automated
Full-Funnel Campaign · Academic 2024

AWAY luggage: full-funnel campaign concept

Graduate coursework at American University: a full-funnel concept for AWAY luggage. The insight from MRI-Simmons data in Tableau — among Asian consumers, women already prefer AWAY (index 115 vs 90) but men lean Rimowa (84 vs 111) — set the target: young Asian millennial men. Allocated a $1M budget across YouTube, Instagram, and LinkedIn with a KPI mapped to each funnel stage.

$1M
Budget allocated
84→111
Male index gap to close
Read the full case study →
Client Consulting 2024

Smithsonian NMNH: reaching community-college students

Graduate marketing consulting project for the Smithsonian National Museum of Natural History. My team owned the community-college segment: I ran the environmental analysis and primary research, analyzed it in SPSS and Tableau, and built a segmentation, targeting, and brand-positioning strategy around the pillar the audience wasn't feeling — accessibility.

18–24
Undergraduate target
SPSS
+ Tableau research
Read the full case study →
Predictive Analytics · Forecasting 2024

Product diffusion forecast: Bass model on iPod

Reconstructed 13 years of iPod unit sales from Apple's 10-K and 10-Q filings, fit a Bass diffusion model via regression to estimate market potential and the innovation/imitation coefficients, forecast sales through 2025, and characterized life-cycle and Q1 holiday seasonality, with time-series and ML alternatives recommended for sharper forecasts.

Launch the forecaster →
Tools I built

Analytics anyone can use.

I build self-serve R Shiny tools so non-technical marketers can run rigorous experiments and predictive models on their own; faculty recognized them as replicable resources.

Experimentation Live app

A/B Test Sample-Size Calculator

Answers the question every experiment starts with: how many people do we need? Enter baseline conversion rate, minimum detectable effect, power, and significance level, and it returns the required sample size per variant and the planned test duration from your weekly traffic. Handles one- and two-tailed tests.

Launch the live tool → R Shiny · runs in-browser
Predictive Analytics Live app

Logistic Regression: First-Year Value Optimizer

A predictive pricing tool: fits a logistic regression on customer response to price, promo, and messaging, then projects first-year customer value across the full price grid (net of installation and acquisition costs) and surfaces the price × promo × message combination that maximizes it. Supports single cases or batch CSV upload.

Logit
Response model
FYV
Value projection
Optimal
Price · promo · message
Launch the optimizer → R Shiny · runs in-browser
Experience

Where I've applied it.

Crossing the stage at Commencement, Kogod School of Business
M.S. Marketing conferred · 4.0 GPA
Presenting the Community Colleges marketing consulting project
Final client presentation · Marketing Consulting Project
Outside the Kogod School of Business
Kogod School of Business · American University
Samsung Electronics America
Sep 2025 – Present
Englewood Cliffs, NJ
Full-time contract · via Aditi Consulting

Analyst, Procurement · Process Innovation

Data & KPI analytics
  • Led an AI-tool rollout that automated 75% of report generation and enabled non-technical staff to self-serve, saving 84% of total time ahead of the Texas relocation.
  • Built the team's first KPI-tracking dashboard and caught an unmeasured compliance-review gap, which drove a 40% improvement in vendor onboarding cycle time in two months.
  • Managed 32,000+ vendor accounts in SAP across 500+ annual onboarding requests, hitting 100% of Management-by-Objectives in 1H 2026.
Audi of America
Jun 2025 – Aug 2025
Reston, VA
Internship

Intern, Eastern Region · Regional Operations

Customer journey & sales analytics
  • Built an end-to-end funnel analysis (Awareness → Purchase → Retention) across 8,700+ monthly leads and 5 channels, giving regional leadership one view of where the funnel leaked.
  • Diagnosed a 10.9% drop in lead-to-sale conversion and isolated Brand Website as the highest-converting channel (19.6% vs 12.1%), reframing a suspected traffic problem as a purchase-intent one tied to the April tariff onset.
  • Flagged retention risk from the conquest/defection ratio's collapse (1.29 → 0.83), pinpointing Q7 as the least-loyal top-6 model, in Excel, SQL, and Tableau.
Minkyu Sung
Minkyu Sung · Jersey City, NJ
About

Marketing-trained.
Analytics-driven.

I earned my MS in Marketing with a specialization in Marketing Analytics at American University's Kogod School of Business, a 4.0 GPA on top of a communications degree. I'm as comfortable writing the story as I am building the model behind it, and predictive analytics was my strongest suit in the program, from logistic regression and pricing models to Bass diffusion forecasting.

Since then I've worked as a data-and-process analyst at Samsung and in regional operations at Audi, where I saw how much growth hides inside a well-instrumented funnel. Now I'm focused on the work I trained for: growth, experimentation, and turning messy data into campaigns that perform.

MS
M.S. Marketing · Marketing Analytics
American University, Kogod School of Business · 4.0 GPA · 2025
BA
B.A. Communication Studies · Minor, Asian Studies
American University · Dean's List 2019–2023
Skills & tools

The growth-marketing toolkit.

Growth & Experimentation

A/B Testing Funnel Analysis Conversion Optimization Customer Journey Mapping Audience Segmentation Campaign Reporting

MarTech & Platforms

Google Analytics HubSpot SEMrush Google Ads Meta Snapchat LinkedIn Ads

Data & Technical

Tableau SQL R / R Shiny Logistic Regression Predictive Modeling Excel SPSS Qualtrics SAP
01
Professional Certified Marketer, Marketing Management
American Marketing Association (AMA)
View ↗ AMA PCM certificate 02
Data Science with SQL & Tableau
eCornell
View ↗ eCornell Data Science certificate 03
Advanced Google Analytics
Google
View ↗ Advanced Google Analytics certificate 04
Excel Specialist
American University · Global Tech Experience
View ↗ Excel Specialist certificate 05
Data Analysis for Sustainability
Intel · Global Tech Experience internship project
View ↗ Intel internship project certificate 06
Microsoft Office Specialist Master
Microsoft · Word, Excel, PowerPoint & Access 2016
View ↗ Microsoft Office Specialist Master certificate
Contact

Let's grow something.

I'm looking for growth and marketing-analytics roles where experimentation and data drive the work. I'm a U.S. permanent resident, authorized to work with no sponsorship required. The fastest way to reach me is email or LinkedIn.

minkyu.sung56@gmail.com LinkedIn ↗ Resume ↓
© {{ year }} Minkyu Sung · Growth Marketing & Marketing Analytics Jersey City, NJ · (202) 451-8669
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