JAKARTA, INDONESIA – In today’s digital-first economy, growth is no longer driven by presence alone but by precision. Brands are expected to move faster, think smarter, and build digital ecosystems that connect business goals with real customer impact. As B2B and D2C channels continue to converge, the need for leaders who can navigate complexity across platforms, markets, and data has never been more critical.
Against this backdrop, Cheil Indonesia has appointed Nayeon Chae as Digital Service Lead, tasking her with strengthening Samsung’s B2B and D2C digital operations in Indonesia and advancing the agency’s integrated digital capabilities.
A global perspective shaped by diverse markets
Nayeon’s journey into digital leadership has been shaped by working across multiple markets — spanning Korea, China, Singapore, Canada, and beyond. Each market, she believes, has its own rhythm, platform, behavior, and cultural nuances, but the core challenge remains the same: how to translate digital activity into measurable business performance.
Her experience spans managing multi-platform content strategies and global social media network operations, as well as optimizing performance across short-form video, social commerce, and search-driven ecosystems. Over the years, she has led initiatives that delivered consistent audience growth, stronger engagement, and improved efficiency driven by experimentation, data analysis and continuous optimization. This global exposure allows her to approach Indonesia’s digital landscape with both curiosity and clarity — understanding that while trends may be global, execution must always be local.
Building digital ecosystems that perform
At Cheil Indonesia, Nayeon steps into a role that goes beyond channel management. As Digital Service Lead her focus is on building end-to-end digital systems from content and platform strategy and to performance measurement and optimization, particularly for Samsung’s B2B and D2C channels. Her priorities are clear:
- Strengthening platform governance across owned and commerce channels.
- Aligning content strategies with both brand and conversion objectives
- Embedding data, testing and performance thinking into everyday digital operations.
Rather than treating platforms as standalone touchpoints, she sees them as interconnected engines designed to drive meaningful outcomes.
“Digital success today isn’t about being everywhere — it’s about being intentional,” Nayeon shared. “The real value comes from understanding how platforms, data and content work together to support business goals”
Where data meets creativity
One of Nayeon’s defining strengths lies in her ability to bridge creativity and performance. While data plays a central role in her approach, she believes it should enable better storytelling — not replace it.
Experimentation, A/B testing, and performance tracking are tools she uses to refine ideas, not limit them. This philosophy aligns closely with Cheil Indonesia’s integrated model where creativity, data and technology, and commerce are designed to work as one.
A warm welcome from leadership
Nayeon’s arrival has been met with strong enthusiasm from Cheil Indonesia’s leadership, who see her role as pivotal to the agency’s next phase of digital growth.
“We’re very excited to welcome Nayeon to Cheil Indonesia. Her global experience, strong digital acumen, and performance-driven mindset align closely with our vision to continue evolving as one of the most advanced, performance-driven marketing communication agencies. We believe her leadership will significantly strengthen our digital capabilities and help our teams deliver even more impactful, connected experiences,” said Joo Hwan Kim, CEO of Cheil Indonesia.
Looking ahead
Nayeon’s arrival reflects Cheil Indonesia’s broader commitment to evolving its digital capabilities in step with market demands. As brands continue to rethink how they engage customers across B2B and D2C journeys, her role will be instrumental in shaping how strategy translates into action. More than a new appointment this marks a step forward in Cheil Indonesia’s journey to deliver connected experiences that matter powered by global insight, local relevance, and performance-driven thinking.
