She’s ahead of the curve when it comes to online shopping and fashion trends. Her nail polish game is on point, and she can throw down data on a dime – anytime, anyplace.
Meet Yoonji Roh, our Growth Hacker.
What’s your full name?
Yoonji Roh (we don’t do middle names where I’m from).
Where are you from?
I’m originally from Korea but have lived nearly half my life abroad.
How did you get here (Grana)?
I took the subway.
Two years ago, Pieter (the cofounder and COO), got in touch with me via LinkedIn and explained that Grana was a new start-up, expanding fast, and were looking for a growth hacker. That’s how I ended up here.
What do you do here?
I find and bring potential customers to our website to buy things; and I make sure they come back again and again. My official title is Growth Hacker.
What does that mean, really?
Data is at the core of everything I do. I use it to look at, analyse and advise on everything, from ways to grow the company in a cost effective way, to identifying the characteristics and purchasing behaviours of our most loyal customers.
As we grow, the priority of the business is focused on implementing what we’ve learnt from our data over the past two years and putting together a data-driven strategy. Now we’re using that strategy to help direct how we enter new markets.
Designers speak a different language to Marketers, and Marketers speak a different language to Technicians. What language does Data speak?
Data is, and should be the common language that everyone understands. Obviously, there is no one language that everyone gets perfectly, so that’s why I work across a lot of different teams. Even if I’m not involved in the direct execution of a project, I help create the goals from the get-go so that everyone is aligned on what we need to achieve. This helps people stay focused and keep their eye on the final objectives. Data gives us an end target that we can measure success with.
Can you explain data in everyday English?
Data is insight in the form of numbers. It’s a quantitative figure to indicate the success of something. Say you want to know how efficient your website is. Data can tell you X% of people who go on your website that end up buying something – it’s an indicator.
Do you use data personally? Is there a data lifehack?
I use data to track my migraines, my period and to find flight deals by following travel trends. There’s also some online shopping hacks that you could use digital marketing knowledge for, but… I’m not ready to go public with them just yet.
Being the eCommerce savvy person that you are, what gets your attention online?
Two things get my attention. 1) The brand and their tone of voice. 2) If they’re really smart with their targeting.
I know when I’m being targeted by brands and that they have my browsing history, but if the copy is cheeky and fun, then it still gets me clicking. Also, some bigger eComm players with a lot of inventory will be able to give you recommended products based on your interaction on their website. They can recommend stuff that I’m actually interested in purchasing – which also gets my attention.
What do your friends know you for?
My love for coffee, neighbourhood recommendations, my nails skills, my random tech device troubleshooting services and love for a healthy debate.
life / by Grana / 06.09.17