CEO Insights Magazine

When it comes to shaping and driving a company’s marketing strategy, ensuring alignment with the broader business goals, a Chief Marketing Officer (CMO) is responsible for developing comprehensive marketing plans, managing branding and advertising efforts, and analyzing market trends to inform decision-making. By crafting compelling narratives and positioning the brand effectively in the market, the CMO enhances customer engagement and drives business growth.

Saemi Hong, the CMO at FASTFIVE, exemplifies the dynamic and multifaceted role of a CMO. Saemi's passion for marketing began early in her career, rooted in a deep-seated interest in business that led her to ESC Rennes School of Business, France . From her freshman year, she immersed herself in marketing and advertising, enrolling in every relevant class available. Her dedication extended beyond her home institution, as she took specialized marketing courses such as B2B marketing and service marketing during her exchange program in France.

With extensive experience across various industries, both domestically and internationally, Saemi has developed a unique perspective on marketing operations. Prior to joining FASTFIVE, she served as a marketing director at a blockchain company, where she played a key role in the success of their Initial Coin Offering (ICO). Her career has been driven by an insatiable curiosity, a trait that has fueled her quest for knowledge and innovation. Saemi's curiosity leads her to explore new ideas, gather insights, and apply them to develop effective marketing strategies and projects. This continuous cycle of curiosity and application not only motivates her but also drives her success in creating impactful marketing solutions at FASTFIVE. Let’s hear more from her in this one on one interaction.

As the CMO, what are the latest strategic initiatives you’ve adopted to enhance operations & attract new market audiences?

Recently, we’ve introduced a strategy for medium- to long-term lead acquisition that we refer to as 'light action.' This involves focusing on metrics beyond direct conversions, such as a viewer visiting a specific page. We’ve allocated a portion of our budget to these light actions and aligned our targeting, optimization, and messaging accordingly. This approach allows us to present our product to a relevant audience while also tracking our impact on actual conversions.

Tell us about your leadership approach. What are the guidelines or methodologies you follow as a leader?

My leadership approach is grounded in three key principles. First, I differentiate between fairness and justice. I ensure everyone has equal opportunities, like taking tea breaks, while evaluations remain fair and unbiased. Second, I stress focusing on work, not personal relationships, to prevent stress from interpersonal issues. Poor relationships can lead to high turnover, so I emphasize respect and open communication among team members. Finally, I acknowledge that leaders are human and while I appreciate praise, I find handling negative feedback challenging. Despite this, I believe providing timely and constructive feedback is crucial. It helps team members understand their shortcomings and offers them a chance to improve, which I consider a vital responsibility of leadership. These principles guide my approach to leading effectively and fostering a positive work environment.

How do you stay current with industry trends to guide your organization into the future?

Fueled by curiosity, I actively monitor real-time marketing trends. Whenever I come across an intriguing advertisement, I make a point to capture it and investigate the associated site, which has become a habitual practice. I also subscribe to industry newsletters to keep informed about the latest developments. Furthermore, I regularly connect with CMOs from various industries and attend key events, such as summits, two to three times a year.

Could you reflect on some of the toughest challenges you have encountered in your journey so far? How did you overcome them & what did you learn from them?

Reflecting on my journey, one of the toughest challenges was not when marketing efforts failed, but when we faced an overwhelming workload. In the early days, our small team of four was handling the work of eight, leading to long hours and significant stress. Instead of simply overcoming the situation, I endured it alongside my team. This experience taught me that enduring a crisis can actually strengthen a team. I also learned that putting in double the effort can lead to rapid personal and professional growth.

What future goals are you working towards?

As the CMO, my role extends beyond marketing to encompass broader business aspects. I’m focusing on driving company growth and profitability, using marketing strategies to support these objectives. While FASTFIVE is already well-known among office workers in Korea and has been the leading coworking space for some time, my aim is to enhance brand recognition further. I want FASTFIVE to be synonymous with keywords like 'office,' 'office interior,' 'work lounge,' and 'office building,' ensuring it’s the first name that comes to mind. My goal is to achieve this level of brand prominence within the next year or two.

Saemi Hong, Chief Marketing Officer, FASTFIVE

Saemi Hong is the Chief Marketing Officer at FASTFIVE, where she brings 13 years of extensive marketing experience to the table. A graduate of Korea University with a degree in Business Administration, Saemi is driven by an enterprising philosophy of 'no regrets' and believes in pursuing whatever she wants and can. Her passion for marketing is evident in her career, having spent six years at her sixth company, where she continues to make a significant impact. Saemi's dedication and love for marketing have been the cornerstone of her successful career journey.