Samsung Global Retail

Samsung Global Retail Experience

Creative Director – Global Launches & Interactive Demos

I co-led Samsung’s Global Retail Experience team, steering the creative and strategic direction for every new flagship phone launch over about four year span—across 53 countries, 41 languages, and thousands of retail locations.

We concepted and built interactive in-store demo apps that turned product features into hands-on stories—from foldable screens to AI-powered cameras. I led cross-functional teams of writers, designers, editors, developers, and production companies to bring these experiences to life—along with overview videos and feature messaging used across retail, social, and digital channels.

We owned the global messaging—from crafting legally approved claims to spearheading translations for seamless rollout in every market.

Big picture: A full-stack global launch machine, built to translate innovation into impact—everywhere.