Woowa Brothers, the operator of Baemin, said on the 18th that it has hired Yoon Seok-jun, former vice president of Samsung Group's Cheil Worldwide, as president overseeing the brand and communication strategy institutional sector. Along with Yoon's appointment, the company created a new brand and communication strategy institutional sector by integrating its communication and branding organizations.
The scope of work for the brand and communication strategy institutional sector overseen by Yoon spans Baemin branding, public relations, social contribution, communication with stakeholders, and co-prosperity.
Born in 1964, Yoon graduated from Yonsei University with a degree in economics. Yoon is a brand and communication expert with experience in national and corporations brand strategy, PI (president identity) work, and overseeing major national events at Samsung Group's Future Strategy Office and the presidential offices of the People's Government and the Participatory Government. He is regarded as having extensive experience and a wide network in both the private and public sectors, having served as executive vice president overseeing domestic business at Cheil Worldwide.
Going forward, Yoon is expected to lead the Baemin 2.0 innovations, including Baemin brand innovation, win-win cooperation, and stronger stakeholder communication. Specifically, he plans to significantly expand co-growth with partners (onboarded store owners) and riders, as well as social contribution.
Earlier, Baemin CEO Kim Beom-seok in March declared "Baemin 2.0," setting a goal of "an irreplaceable delivery platform that provides everything you want in real time."
As part of this, the company recently appointed Baek In-beom, former product owner (PO) at Toss Place, as chief product officer (CPO) and head of the Service Platform Center. As CPO, Baek will oversee Baemin's services at Woowa Brothers, which has more than 300,000 store owners, and will establish strategy.