Jina leads work in the consumer and retail sectors in McKinsey’s Seoul office. She has extensive experience in the fashion, beauty, and luxury industries, advising leading domestic and international companies on strategy and transformation.
Jina has supported clients in developing mid- to long-term growth strategies and driving large-scale transformation initiatives. Her work spans multiple areas: omnichannel and retail transformations, brand portfolio strategy, pricing and promotion optimization, customer-data-driven marketing and CRM innovation, and operational efficiency improvement and organizational change programs.
In recent years, she has focused on helping companies respond to rapidly evolving consumer trends shaped by digital and AI advancements. Jina also advises clients on international expansion strategies, supporting growth across Asian and global markets.