ESTHER KIM


Hello~

Welcome, and thanks for stopping by!

I'm a designer-turned-marketer with a passion for creating memorable, impactful content that sparks engagement and leaves a lasting impression.

Feel free to reach out with any feedback, questions, 
or just for a casual chat!

Warmly,
Esther

Resume


















Want to learn more about me?
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Thank you for taking a moment to get to know me better!

I've always gravitated toward creativity as an outlet. Painting, in particular, is a form of expression I deeply cherish and one that has been a meaningful part of my youth.







What else I love:
 
Multi-layered internet memes 
Hot pot 
Kimchi
Photobooths
My friends and the community we've fostered over time

Favorite song - On Melancholy Hill by Gorillaz
Favorite pen - uniball signo dx 0.38, chefs kiss 

I am a scorpio
My MBTI: INFJ-T 




















WORK


Content Development
 2022-Present
Content Direction


Role: Content Lead - 
Creative Coordinator 
I currently oversee content development and production for all creative assets, leading art direction and on-set execution across both product and lifestyle photography. Guiding the visual direction from initial setup through final capture, post-production, and content distribution.

One of my key responsibilities for this role is to deliver assets optimized for a wide range of applications, including paid media, brand and photography guidelines, internal and distributor sales tools, social content, and global event usage!

Ensuring all product photography adheres to brand guidelines, maintaining consistency in proportions, color, tone, and clear visibility of branding.


Golf 101
2025 Flexfit® Golf Shoot


Role: Content Lead
Supported full cycle campaign execution, guiding the process from initial concept development and storyboarding through product logistics and on-site leadership, and carrying it through post-production and final delivery. Acted as a liaison between the creative agency and the director, ensuring alignment of vision and execution throughout the project.

This campaign was designed to showcase multiple styles across a range of scenarios, highlighting key product selling points in a way that fit naturally into the story while still feeling true to the golf world.

It also reflected the evolution of the game through a modern lens, with a focus on women golfers that brought an added sense of authenticity and inspiration.

Want to check out the campaign? View here!



Ride on
Flexfit® Surf Shoot


Role: Content Lead 
 Led campaign production from initial concept through storyboarding, product coordination, and on-site direction, overseeing all phases through final revisions. Throughout the project my job was to ensure alignment with brand guidelines and support global content distribution, including use across digital platforms and trade show events.

One of the key challenges in marketing the product was that professional surfers are rarely seen wearing caps in the water, especially in large surf. To address this, the campaign focused on capturing the broader lifestyle of a surfer, showing how the caps seamlessly transition with him through different moments of his day, both in and out of the water.

This approach allowed us to develop multiple vignettes simultaneously, creating versatile content that could be used across a range of events and targeted niche activations.

Check out the campaign here!
See the campaign post in action here!



Where Comfort Checks In
Flexfit® Catalog 


Role: Content Lead - 
Catalog Development
Contributed to the development of the official Flexfit® 2026 Catalog, supporting every phase from concept through print. 

Acted as a liaison between internal teams and the agency, providing art direction and logistical coordination. 
Led on-site creative direction and logistics across three distinct locations, adapting to varied styles and environments.

Oversaw press proofing and print production to ensure color consistency and quality control.


YP ACADEMY 2025
Flexfit® Catalog 


Role: Content Lead - 
Catalog Development Aiding the development of the official Flexfit® 2025 Catalog, I supported each stage, from concept to print, by facilitating communication between internal teams and the agency, and contributing through art direction and logistical support.

Overseeing press proofing and production to ensure color consistency and typographic accuracy in the final product.



FLEXFIT® LAB 2024
Brand Campaign 

Role: Content Lead -
Creative Coordinator 

ADDY Award - Silver
(Social)

ADDY Award - Bronze
(Advertising Campaign) This tech-driven campaign showcases how Flexfit® integrates innovative technologies to highlight unique product benefits.

Collaborated closely with creative and production agencies, overseeing the process from conception through production and into post-production. 

Aiding the distribution of the campaign across multiple channels and ensuring its seamless integration into various media advertisements.

Wrote a short blog about it as well! Explore here :)




FIT FOR ADVENTURE 2024
Outdoor Campaign





Role: Content Lead -
Creative and Logistics Coordinator
 For the brand’s first-ever appearance at ICAST in 2024, authentic fishing content was essential to support all marketing collateral and advertising efforts. 

Responsible for leading content creation and ensuring the capture of a comprehensive range of assets for multi-channel distribution, I directed on-site production, managed product coordination and delivery, while overseeing the shot list and all deliverables.

Check out the main video here!
sidenote, I also caught my first fish! With lots of support and guidance of course! 


Social Media Insights (Instagram)
(March 2022 - March 2025)


Role: Social Content Lead  Collaborated closely with a creative agency to develop a monthly content calendar aligned with press coverage, events, trade shows, and key product priorities as requested by the sales team and broader teams.

Reviewed and monitored copy for clarity and effectiveness, ensured proper placement of calls-to-action (CTAs), and oversaw strategic content distribution across relevant channels.


50 YEARS - FLEXFIT® 2024
Flexfit® Catalog

ADDY Award - Gold
(Photography)

Role: Content Lead -
Creative and Logistics Coordinator
 I had the exciting opportunity to be involved in this project from ideation through production, finalization, and print, facilitating communication between the agency and our team to bring diverse concepts to fruition.

Simultaneously leading content creation, ensuring we captured sufficient material for distribution across multiple channels. 

Over 5,000 print catalogs distributed through sales representatives and various tradeshows.



MADE FOR THIS 2023
Brand Campaign

ADDY Award- Bronze
(Social)

ADDY Award - Silver

Role: Content Lead -
Creative and Logistics Coordinator
 The objective of this campaign was to showcase what Flexfit® is built for. Highlighting its versatility across a wide range of activities and lifestyles, seamlessly integrating into each.

As part of my role, I supported the creation of the content strategy, focused on showcasing products through visually compelling storytelling. 



FLEXFIT® 2023
Flexfit® Catalog







Role:  Co-organizer and Content Associate
 Led outdoor photoshoots, ensuring all deliverables were captured in line with brand guidelines and product USPs. Assisted in studio shoots, maintaining visual consistency and creative execution. 

Oversaw quality checks in print, digital, and web, to ensure accurate color representation and precision in text and branding elements.

Over 6,000 print catalogs distributed through sales representatives and various tradeshows.

Digital Catalog Visits Overview:
1,068,080 page views 
724,032 unique page views 



NEWUTHERAPY 2020-24
Marketing Assets Spearheaded multiple social campaigns that went beyond informational content, focusing on humanizing the therapists clients would be working with at New U Therapy Center.

Strategically curated and managed social media calendars to ensure alignment with key events and overarching marketing initiatives.




KIRASWIM 2018
Graphic Design and Content Developed digital assets including web banners and social media content, ranging from Instagram stories to curated feed posts. 

Had the opportunity to exercise creativity in producing product-focused photography that aligned with the brand’s refreshed, contemporary “cool girl” aesthetic.




PRODUCT DESIGN
Student WorkStudied Product Design, gaining valuable experience and skills across a variety of disciplines, including prototyping, invention, design, strategic planning, and 3D modeling using SolidWorks and KeyShot for renderings. Developed hands-on expertise in building, woodworking, and connecting creative concepts to functional solutions.


© CARGO TEST 2027