Indonesia – Cheil Indonesia has named Nayeon Chae as its new digital service lead, bringing her global digital expertise to strengthen Samsung’s B2B and D2C digital operations in Indonesia while driving the agency’s next phase of integrated digital innovation.
Nayeon’s digital leadership experience spans multiple markets, including Korea, China, Singapore, and Canada. She notes that while each market has its own platforms, behaviours, and cultural nuances, the central challenge remains the same: translating digital activity into measurable business outcomes.
Her background covers multi-platform content strategies, global social media network operations, and performance optimisation across short-form video, social commerce, and search-driven ecosystems.
Over the years, Nayeon has also led initiatives that drove audience growth, engagement, and operational efficiency through experimentation, data analysis, and continuous optimisation. This experience equips her to approach Indonesia’s digital landscape with both insight and adaptability, recognising that global trends require locally relevant execution.
In her new role, Nayeon will focus on building end-to-end digital systems, from content and platform strategy to performance measurement and optimisation, particularly for Samsung’s B2B and D2C channels.
Her priorities include strengthening platform governance, aligning content with both brand and conversion objectives, and embedding data-driven testing and performance measurement into daily operations. She views platforms not as standalone touchpoints but as interconnected engines designed to drive meaningful business outcomes.
A defining strength of Nayeon’s approach is bridging creativity with performance. While data informs her decisions, she emphasises that it should support storytelling rather than replace it. Tools like experimentation, A/B testing, and performance tracking are used to refine ideas, aligning closely with Cheil Indonesia’s integrated model, where creativity, technology, and commerce work together.
Commenting on her new role, Nayeon said, “Digital success today isn’t about being everywhere—it’s about being intentional. The real value comes from understanding how platforms, data and content work together to support business goals.”
Nayeon’s appointment reflects Cheil Indonesia’s broader effort to enhance its digital capabilities in line with evolving market demands. As brands rethink how they engage customers across B2B and D2C journeys, her role is expected to be pivotal in translating strategy into actionable, measurable results.
Welcoming Nayeon to the team, Joo Hwan Kim, CEO of Cheil Indonesia, said, “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.”
