Dong Geun Shin ’13
My Experience
I developed a marketing strategy for TigerTrade, a B2B e-commerce startup, which included user acquisition and retention in addition to value-added service packages. Also I redesigned and built out the website to enhance user experience based on extensive competitor research, user survey and web analytics.
As an ecommerce startup, TigerTrade needs more organized marketing programs to expand and maintain its customer bases, something that is key to being funded by new investors and establishing a basis to generate future revenues. I believe my marketing efforts were helpful for TigerTrade by strengthening its marketing capabilities. I helped to develop its database and attract new members, which consisted of both SMEs in Southeast Asia and U.S. buyers.
The Columbia MBA allowed me to develop key skillsets like modeling, planning, strategy, and analysis -- all of which were helpful in understanding TigerTrade’s customer segments in addressing the marketing efforts. Additionally I was able to utilize strategic management skills to help plan for further market expansion as well as the growth and scalability of the business.
Specifically, the quantitative analysis skills garnered from Managerial Statistics and Operations Management were very valuable, as was using the qualitative tactics from the Marketing Strategy and Strategic Consumer Insights course. The learning experiences gained from these courses were helpful to me in completing my responsibilities.
My previous business experience was time spent as a Customer Relationship Management (CRM) manager within the retail industry, which had focused on marketing efforts in offline channels. TigerTrade, as an ecommerce startup, was using diverse state of the art online tools for email marketing and website liquidity analytics. It took me some time to become accustomed to using these programs but the team was very supportive and helpful.
Having decided to concentrate my MBA studies on marketing, this summer experience at TigerTrade was a perfect opportunity to advance my marketing skills, especially in the ecommerce area. I also had the opportunity to learn how to manage and add value into businesses in emerging markets, like Indonesia and Vietnam, which directly exposed me to international business. Finally, I was able to meet diverse groups of people including industry experts, web development consultants, other startup owners, and angel investors. This was definitely helpful in helping to expand and build my professional network.
