Building Sustainable Growth with Data — Head of Growth

Hello! Please briefly introduce yourself.

Hello. I'm Seunghwa Yang, but I go by the nickname "Leo" here at DelightRoom. I currently lead the data and marketing organizations as the Head of Growth. True to my title, I'm responsible for establishing and executing data-driven strategies to ensure sustainable growth for Alarmy and DelightRoom's various other product lines.

What is a one-line definition of yourself, or your life motto?

When other people's expectations get too heavy, boldly disappoint them and just go my own way.

What kind of experiences did you have before joining DelightRoom?

I started my career as a UX Researcher at Naver's UX Lab, conducting various experiments and research for their search and map services. After that, I worked at SK Telecom as a product manager for T Phone, an app with 13 million DAU, where I built several features to block voice phishing and spam calls.

At my previous company, MyRealTrip, I transitioned into a Data Analyst role. I set up the data analysis environment and worked on building a "data-flowing organization" where all members could make data-driven decisions. While leading the data and marketing teams there, I experienced various projects that grew the product, and I even wrote a book called <Growth Hacking> along the way. Haha.

I'm curious about what made you decide to take on a new challenge and join DelightRoom.

I've been lucky enough to build a wide range of experiences across UX, product planning, data, and marketing, having worked at both large corporations and startups. I found that working at a place that has all three things—great colleagues, a great product, and a growing business—is the most fun and deeply rewarding.

After leaving my last job, I met with quite a few companies. I felt that the growth potential of the Alarmy product was massive, and its vision to evolve into a wellness app was incredibly impressive.

I had never experienced the ad and subscription business domains before, but I thought that meant there would be a lot more for me to learn. The company culture—which respects individual roles and capabilities regardless of seniority, encourages candid communication, and focuses heavily on the product—also felt like a perfect fit for me.

What are you focusing on the most these days?

On the data side, I'm focusing on solid data governance management. DelightRoom is an organization that actively uses AI across the entire company. But for AI to be utilized effectively in our daily workflows, our internal data assets need to be neatly organized.

I'm paying close attention to establishing strong processes for managing various data assets, such as Event Taxonomy, Data Mart design principles and related documents, Data Lineage, and data analysis reports. On top of that, I'm helping DAs and POs collaborate synergistically so that data actually impacts product and business decisions, and I'm keeping an eye on whether company-wide core metrics are set up and managed well.

On the marketing side, we're scaling up highly efficient micro-influencer-based short-form content production while automating repetitive tasks in the process. We are also running various actions for ASO/GEO/SEO optimization. Thanks to the success of several campaigns by the marketing team, our monthly install numbers have more than doubled compared to last year. I'm focusing on making this structure sustainable and finding new ideas that can 10x our growth.

Please tell us everything you want to brag about regarding our company!

The fact that we have both a healthy organizational culture and an environment where we can actually drive results? I think this is a place where you can say "Yes" to all six of the questions below. I even wrote a post just to brag about this...

A Healthy Organizational Culture → Working happily with great colleagues

• Are there no "villains"? If one does appear, is there a working process to dismiss them?

• Does the person who made the decision bear the burden of the outcome, rather than the person who merely executed it?

• Can you voice your honest opinions without any fear of negative consequences?

An Environment That Drives Results → Building a steadily growing product/service

• Are key product decisions based on your top 1% core users?

• Is it an organization with excellent execution capability?

• Does it have a proven business model?

Do you have any goals you want to achieve at DelightRoom?

Primarily, I want to keep developing the Alarmy service. External growth is great, but I also want more people to resonate with the true value of the service. In particular, I want to build a service that my family and close friends find useful and genuinely cheer for. Of course, in addition to Alarmy, we have more services including DARO! Haha.

That doesn't mean I have no ambition for external growth, though. When I first joined, Alarmy's DAU was around 2 million, and the company's annual revenue was about 25 billion KRW. My goal is to—without being too greedy(?)—raise that baseline by about 5 to 6 times.

I want to build a global service with 10 million DAU and a company generating 150 billion KRW in annual revenue. With our current momentum, it might be possible surprisingly soon...?

Any last words for those considering applying to DelightRoom?

When people who are dead serious about the product meet a healthy organizational culture, incredible synergy happens. You definitely have to experience it!