Helene Lee

HELENE LEE / MARKETING & GTM LEADERSHIP

UK BASED · EUROPEAN PERSPECTIVE

Strategy.GTM Campaign Portfolio.Partnerships. Growth.

I connect customer insight, campaign strategy and partner execution to grow global brands across Europe.

Explore my work Connect on LinkedIn ↗
CURRENT PORTFOLIO01 OpenAI partnership advertising ↗02 LiveRamp data collaboration ↗03 Amazon World Cup TV ↗
20+

years in marketing
& commercial leadership

100+

go-to-market
campaigns

13

years in Campaign Portfolio
CoE Management

UK ↔ EU

local market insight.
regional perspective.

01 / CAMPAIGN PORTFOLIO

Selected work.
Strategy in action.

Partnership advertising. First-party data collaboration. European campaign direction. Explore the work, my role and the results.

Showing all 13 portfolio cases.

Recent highlights

2026 / PARTNERSHIPS & GROWTH

Campaign archive

2023–2010 / NEWEST FIRST
Samsung membership tier and benefit framework from the portfolio

SAMSUNG EUROPE · CRM & RETENTION · 2020–2023

Scaling loyalty across 20 European markets

Owned the pan-European CRM and retention strategy and launched Samsung Rewards and membership programmes across 20 markets.

20European markets
+60%repurchase rate
Lifecycle strategyRewards & membership
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My contribution

Led the regional Rewards and membership rollout with cross-functional teams. Developed advanced segmentation, lifecycle marketing and loyalty programmes across email, app and web channels.

Portfolio result

The programme increased repurchase rates by 60%.

What this demonstrates

Regional programme management, customer lifecycle strategy and the ability to scale a common membership framework across local markets.

OnePlus gaming community activation with UKSM, from the portfolio

ONEPLUS · GAMING COMMUNITY · 2019–2020

Building engagement through gaming communities

Developed audience-focused gaming community programmes to connect OnePlus with customer interests.

2019–20gaming community programmes
Audience strategyCommunity engagement
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Campaign examples

OnePlus gaming community events in 2019–2020, including activation with UKSM.

My contribution

Used audience interests to shape community programmes, creating relevant points of connection beyond product messaging.

OnePlus creative showing the UK No.1 recommended smartphone brand recognition in 2019

ONEPLUS UK · BRAND ADVOCACY · 2019

The UK’s most recommended smartphone brand

Developed community retention and brand advocacy programmes during my UK sales and marketing leadership role.

No.1UK recommendation · 2019
Top 5UK premium smartphone tier
Community retentionUK market leadership
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My contribution

Cultivated community retention programmes and brand advocates, connecting the OnePlus community with the UK brand and commercial agenda.

Portfolio result

OnePlus became the UK’s most recommended smartphone brand in 2019, as recorded in the portfolio using YouGov BrandIndex recognition. The portfolio also records a top-five position in the UK premium smartphone tier.

Community creative

OnePlus community creative artwork

OnePlus 5G campaign at Old Street, London, August 2019

SAMSUNG & ONEPLUS · DOOH · 2018–2019

Iconic locations. Memorable launches.

Executed landmark DOOH campaigns and takeovers as part of the digital media plan, including London’s Piccadilly Circus and Old Street.

+15%media recall rate
Integrated mediaLaunch communications
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Campaign examples

Samsung Galaxy Note9 at Piccadilly Circus in September 2018, and OnePlus’s 5G campaign at Old Street in August 2019.

My contribution

Integrated high-visibility outdoor placements and takeovers into the digital media plan to support launch communications.

Portfolio result

The portfolio records a 15% increase in media recall for this work.

Campaign photography

Samsung Galaxy Note9 campaign at Piccadilly Circus, London, 2018
Galaxy Note9 · Piccadilly Circus, 2018
Image: Samsung Newsroom

Old Street campaign image: AnalogFolk / MarComm News, August 2019.

Original Samsung Do What You Can’t campaign visual

SAMSUNG EUROPE · BRAND STRATEGY · 2017

Do What You Can’t

Developed the brand campaign strategy and messaging handbook with global HQ, translating Samsung’s brand purpose into consistent European communications.

+30%media effectiveness
Brand strategyCampaign Portfolio CoE
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My contribution

Worked with global HQ on Samsung’s brand purpose and developed the campaign strategy and handbook to improve messaging consistency across channel marketing communications.

Execution

Focused on digital media and a consistent expression of the brand across channels, connecting a global campaign platform with European activation.

Portfolio result

A 30% improvement in media effectiveness.

Campaign film

Watch the campaign film ↗

Mark Zuckerberg walking through the audience wearing Gear VR headsets at Samsung Unpacked, shared on Helene’s Instagram
@heleneoism · Instagram post ·

SAMSUNG EUROPE · UNPACKED · 2016

One European pre-order story

Developed Samsung’s first unified pan-European pre-order offer communication campaign, timed to Galaxy Unpacked 2016, where Mark Zuckerberg appeared on stage.

25European markets
+25%sales uplift
+45%channel profit
Pan-European launchPartner co-investment
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The opportunity

Connect the Galaxy S7 launch and Gear VR partnership story with one compelling pre-order offer across Europe.

My contribution

Developed the pre-order promotion programme and unified offer communications. Worked with channel partners to co-fund the hardware bundle and promotional execution across 25 markets.

Commercial result

The portfolio records a 25% sales uplift and a 45% increase in channel profit for the pre-order programme.

Launch context

Mark Zuckerberg joined Samsung’s Unpacked stage in Barcelona on 21 February 2016. Event context: Samsung Global Newsroom ↗

From my Instagram archive

Posted on · @heleneoism

Helene’s original Instagram post showing the Unpacked audience, caption and publication date of 7 March 2016

Original offer visual

Original Galaxy S7 pre-order offer with a free Gear VR, from the portfolio
Robbie Williams in the 2013 ambassador programme

AMBASSADOR PROGRAMME · 2013

Connecting a brand with audience passions

Developed an audience-focused ambassador programme with Robbie Williams, connecting the brand with customer interests.

2013ambassador programme
Audience strategyBrand engagement
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My contribution

Used audience interests to shape ambassador activity and create relevant points of connection beyond product messaging.

LG promotional roadshow from the portfolio

LG · CHANNEL ENABLEMENT · 2010–2012

Building platforms for partner activation

Developed marketing platforms for product introductions and integrated branded materials and events into partner touchpoints.

2012LG e-learning platform
Channel enablementRetail marketing
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My contribution

Developed new marketing platforms to support product introductions, including promotional roadshows and a branded e-learning platform.

Execution

Connected product education and branded experiences with channel partner touchpoints. The portfolio includes roadshows from 2010–2012 and the LG e-learning platform in 2012.

Platform visual

LG e-learning platform introduction from 2012

Across the portfolio

PROGRAMME IMPACT & CAPABILITIES
CUSTOMER DATA COLLABORATION
SamsungRetail partners

Shared customer insight.
Targeted media activation.

MediaMarkt · Argos · Boulanger

SAMSUNG EUROPE · PARTNER GROWTH

European data collaboration programme

Built 360-degree channel marketing programmes with European partners including MediaMarkt, Argos and Boulanger.

€20Mincremental revenue
3×sell-out
2.9×ROI
Partner strategyPrecision marketing
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My contribution

Led first-party customer data collaboration campaigns for retention targeting, using privacy-secured marketing technology. Developed the media activation and measurement framework.

Programme-wide result

Across four campaigns, the portfolio records €20 million in incremental revenue, 3× higher sell-out, 2.9× ROI and a 10% uplift in new customer acquisition within 15 months in the role.

Strategic value

Connected customer insight and partner collaboration with measurable campaign outcomes.

CROSS-CAREER · PROPOSITION DEVELOPMENT

Customer insight before launch

Shaped customer experience propositions through consumer panel research and AI-assisted creative A/B testing.

~30product launch strategies
Product marketingCustomer research
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My contribution

Worked on approximately 30 product launch marketing strategies. Used consumer panel research and AI-assisted creative A/B testing to develop customer experience propositions.

What this demonstrates

Translating research into positioning and connecting product marketing strategy with the customer journey.

Selected portfolio results relate to the programmes and periods shown. Campaign visuals are drawn from my portfolio and credited original campaign sources. Unpacked image: my Instagram archive (@heleneoism), posted 7 March 2016.

02 / HOW I WORK

A clear strategy.
A practical path to growth.

I manage campaign portfolios by connecting regional priorities, partner value and local execution.

The experience behind my approach
01

Start with the business question.

Understand the growth opportunity, the customer need and the commercial decision that matters.

02

Give partners a reason to care.

Build a shared agenda around value for the business, the partner and the end customer.

03

Make the strategy executable.

Connect regional ambition with local ownership, clear priorities and a practical route to market.

04

Keep the commercial goal in view.

Define what success should mean, learn from execution and use the evidence to guide the next decision.

03 / THE EXPERIENCE

European perspective.
Commercial responsibility.

A career spanning European marketing leadership, UK country management and global consumer brands.

EUROPEAN SCALE · LOCAL MARKET DEPTH

Regional leadership across Europe, with direct market experience in the UK and Germany.

UK · Country & regional leadership Germany · Strategic marketing
25markets in the European
pre-order programme
20markets in the Rewards
& membership rollout

JAN 2024 — PRESENT

Samsung Europe

Head of Partner Marketing GTM

Partner marketing strategy, campaign portfolio management and go-to-market programmes across European retail and operator channels, including OpenAI partnership advertising and Amazon campaign strategic direction.

PARTNERSHIPS

OCT 2020 — DEC 2023

Samsung Europe

Head of DTC Retention GTM

Customer retention, Samsung Rewards and membership programmes.

CUSTOMER GROWTH

JUN 2019 — JUN 2020

OnePlus UK

Country Manager / Sales & Marketing Director

UK country leadership, connecting sales and marketing priorities with the local market opportunity.

COUNTRY LEADERSHIP

APR 2013 — MAY 2019

Samsung Europe

Head of Channel Marketing

Pan-European integrated marketing and channel promotion programmes, with 97% brand consistency across marketing platforms.

GO-TO-MARKET

SEP 2008 — MAR 2013

LG Germany

Strategy Marketing Manager

Integrated marketing strategy, retail field sales and a branded e-learning platform.

LOCAL MARKET EXPERTISE

EARLIER EXPERIENCE

LG Electronics

Global headquarters · Seoul

A foundation in global consumer electronics marketing.

GLOBAL PERSPECTIVE
RECOGNITIONSamsung Innovation Award · 2012 & 2025
Recognised for contributions to business innovation in marketing.

04 / BEYOND THE JOB TITLE

Global understanding.
Local relevance.

My experience connects global brands, European markets and local commercial teams. I bring a strategic marketing perspective shaped by both regional leadership and UK country management.

Based in the UK and fluent in English and Korean, I’m interested in roles where strategy, partnerships and customer understanding come together to create measurable business value.

UK-basedEnglish & KoreanEuropean experience

LET’S START A CONVERSATION

STRATEGY / CAMPAIGN PORTFOLIO / PARTNERSHIPS

Let’s discuss
the next opportunity.

For leadership opportunities and conversations
about building the next chapter.

Connect with me on LinkedIn