We share your passion

Fiona Bae Founder & CEO

Fiona Bae is CEO of fionabae ltd. Prior to founding the current company in 2012, Fiona served as general manager at Hyundai Card and Hyundai Capital where she led the firm’s international communications.

As a market specialist practiced at both in-house and agency side, Fiona brings a 15-plus years of experience in the field of corporate communications. During the span, Fiona has consulted a wide range of multinational and local companies, advising them on strategic communications, market entry, product launch, and crisis communications.

At Hyundai Card and Hyundai Capital, Fiona spearheaded the company’s corporate communications strategies and landed interviews and feature stories on its corporate culture and culture marketing in New York Times, Wall Street Journal, Financial Times, Bloomberg BusinessWeek among others. Hyundai Card and Hyundai Capital remains one of the biggest clients for fionabae since Fiona’s departure in 2012.

Prior to fionabae ltd. and Hyundai Card and Hyundai Capital, Fiona was Director of Corporate and Finance practice at Edelman’s Seoul office. She was Edelman’s first Asian employee to go work at Edelman’s New York office and handled global Olympic sponsorship of GE and Samsung. Before Edelman, she worked at Goldman Sachs’s Seoul and Hong Kong offices for over two years and United Nation’s headquarters in New York. Fiona graduated from Yonsei University with a B.A. degree in political science and international relations. 


Christine Park Senior Director

Christine leads handling of domestic Korean press. She is also in charge of lifestyle clients.  She joined the company in 2014 with 8-plus years of experience in the field of finance in leading multinational insurance firms.

With her avid interest in food and lifestyle, she has contributed to growing lifestyle business at fionabae. With her financial background, she plays an integral role in business development and strategy as CFO.

Christine began her career at financial accounting department at ING Life in Seoul. Christine acquired M.A in business from Yonsei University in Seoul, Korea. 


Grace Kay Manager

Grace supports day-to-day operations and international press projects for global and domestic clients. She joins the team in 2016 after taking a maternity leave to raise her daughter.

Prior to joining fionabae, Grace worked at Weber Shandwick since the firm’s opening in Seoul, where she mainly dealt with lifestyle and food clients including Etihad Airways, the U.S. Meat Export Federation and Bose Automotive.

Grace began her career at BBDO’s Seoul office where she was a part of the team handling multinational clients such as Mercedes-Benz, Amore Pacific, Agrosuper and Visa.

Born in Seoul, Korea and raised in the United States, Grace holds a B.A. degree in History of Art from Bryn Mawr College, PA. She is a fluent tri-lingual in English, Korean, and Japanese.


Leah Choe Manager

Leah support the team with planning and managing of media contents. She studied painting and media design at university. 

Before joining fionabae, she was at the insurance company LINA Korea (Cigna's local unit) as contents creator for event planing, customer releases and in-house broadcasting.





Fiona Bae

Being an entrepreneur allows me to live my life more fully, and I enjoy life’s chaotic richness.
— WSJ, Korea Real Time Blog, Oct. 10, 2012