Woowa Brothers Taps Former Cheil Worldwide EVP Yoon Seok-jun to Accelerate Baemin 2.0

Woowa Brothers has announced significant talent recruitment and organizational restructuring to accelerate its new vision 'Baemin 2.0' strategy for Baedal Minjok. They recruited Mr. Yoon Suk-joon, former Vice President of Cheil Worldwide (Samsung Group), as President overseeing Brand & Communication Strategy, and established a new Brand & Communication Strategy Division by integrating existing related organizations, thereby expressing a strong will for change towards the future. The new President Yoon Suk-joon will henceforth oversee Baedal Minjok's core branding efforts, public relations, social contribution activities, and communication and co-growth strategies with various stakeholders, including affiliated merchants and riders. His recruitment is interpreted as a strong message from Woowa Brothers that 'Baemin 2.0' goes beyond a simple service overhaul, emphasizing the platform's social responsibility and sustainable growth. President Yoon's background is expected to significantly bolster this strategic positioning. He accumulated exceptional brand building and management capabilities by participating in national and corporate brand strategies, PI (President Identity) tasks, and the planning and execution of major national events at the Samsung Group's Future Strategy Office and the Presidential Secretariat. His rich practical experience as the Vice President overseeing domestic business at Cheil Worldwide is expected to play a crucial role in successfully resolving the complex communication challenges faced by Baedal Minjok and elevating its brand value to the next level. Following the appointment of CEO Kim Beom-seok earlier this year, Woowa Brothers announced 'Baemin 2.0' in March, presenting the ambitious goal of becoming an "irreplaceable delivery platform that provides everything desired in real-time." Under the four service principles of 'Clear Customer Experience,' 'Leading Solutions,' 'Reliable Service,' and 'Win-Win Delivery Ecosystem,' the company has set mutual cooperation with partners through the platform and expanding social contributions as key tasks. President Yoon will lead these principles to be deeply rooted throughout the company's activities, focusing particularly on establishing a structure where all entities within the platform ecosystem grow together. President Yoon Suk-joon emphasized that Baedal Minjok, celebrating its 15th anniversary this year, is at a critical juncture seeking new changes, and expressed his aspiration to do his utmost to ensure that all stakeholders, including customers and partner merchants, deeply empathize with and support 'Baemin 2.0'. Under his leadership, it remains to be seen whether Baedal Minjok can evolve from simply providing delivery services into an innovative platform that creates social value and drives sustainable development.