Minsik Lee

Minsik Lee currently serves as the Lead of the Global Strategy Team at INNOCEAN, where he plays a pivotal role in shaping the agency’s international branding and communication strategies. With a rich background as an experienced marketer and service designer, Minsik brings a comprehensive perspective to the table, seamlessly integrating market insights with innovative service design principles. His expertise is particularly evident in his leadership of Hyundai’s global product positioning initiatives, where he orchestrates product positioning clinics that align with the brand’s overarching communication objectives.

In his role, Minsik oversees key projects such as the CX Excellence Project for Hyundai Motor Company, leveraging digital transformation and data visualization tools to enhance customer experience (CX) strategies across markets. His proficiency in qualitative research, survey methodologies, and system administration enables him to deliver data-driven insights that inform strategic decision-making. Additionally, his consultation work on brand strategy and communication guides—primarily for Kia and other automotive brands—demonstrates his ability to craft compelling narratives that resonate across diverse cultural contexts.

Minsik’s skill set extends to international development, social innovation (DESIS), and the use of advanced analytics tools like MS Office and R for market research and data analysis. His holistic approach combines traditional marketing techniques with innovative service design and digital transformation, positioning him as a key driver of INNOCEAN’s global strategic initiatives. Through his leadership, the team consistently delivers impactful, sustainable branding solutions that elevate automotive brands in competitive markets worldwide.