정범식
Jeong Beom-sik

CEO | Sapporo Yebisu Beer

Jeong Beom-sik is a seasoned commercial expert with over 25 years of experience in the global FMCG industry. He began his career in 2001 at Philip Morris International, starting in field sales and gradually expanding his expertise across trade marketing, key account management, and both frontline and strategic roles. His international leadership includes positions at the Asia-Pacific regional office as well as key markets such as Vietnam, Hong Kong, and Macau—where he played a pivotal role in localizing global brand strategies.

Later, he joined global spirits leader Diageo, where he led activation efforts for iconic brands like Johnnie Walker and Guinness. Notably, during the COVID-19 pandemic in 2021, he played a major role in driving the "Whisky Open-Run" trend in Korea.

Currently, as the CEO of M’s Beverage—distributor of Sapporo and Yebisu beers—he is leading significant growth in the Japanese beer category in Korea. Most recently, in July, he launched the Sapporo Premium Beer Stand in Seongsu-dong, establishing a permanent experience platform where customers can enjoy “the perfect pour,” gaining widespread attention from the market.

The Last Mile: Where Content Marketing Truly Competes

The Sapporo Beer Stand in Seoul’s trendiest district, Seongsu, is recreating the same success it saw in Ginza, Tokyo. Meanwhile, cosmetics brand Son & Park is driving the dupe trend by prompting reactions like “This feels just like Chanel,” leading to strong repeat purchases.

What do these success stories have in common? Unforgettable brand experiences powered by relentless attention to The Last Mile Quality—the final, most critical touchpoint between brand and consumer.

In this session, hear directly from the CEOs behind these brands as they share real stories of how they obsess over the last step of the customer journey. Join us as we explore how these insights can be applied to your own content marketing strategy.