At the heart of Coupang's remarkable success are employees driven by a passion to create meaningful change. In this article series, we spotlight directors from different fields and explore how they pour their passion into their work.
For the second article, we sat down with Daniel, who has been with Coupang for 11 years—helping launch the company’s core services and now leading Coupang's marketing engineering area. We explore how Daniel consistently drives innovation through data and technology, and what makes Coupang’s culture truly unique.
Hello, Daniel. Can you introduce yourself?
Hi, I’m Daniel, and I’m an Engineering Director at Coupang. Currently, I am leading a team focused on helping customers receive recommendations for the products they want on external sites and seamlessly guiding them to Coupang’s app and website.
What do you think is the most important aspect of marketing engineering?
The essence of marketing engineering lies in a deep understanding of the customer. By leveraging data analytics, we can anticipate customer preferences and identify the products they are most likely to purchase. Our objective is to deliver a personalized experience that not only helps customers easily find what they need but also fosters repeat visits to Coupang, ensuring a seamless and convenient shopping experience.
What makes Coupang’s culture so unique?
What sets Coupang apart is our culture of "problem-definition and focus," which is deeply ingrained in our approach to OKRs (Objectives and Key Results). While other companies may ask, “What more can we do?” Coupang focuses on identifying the root cause of the challenges our customers face. Once an objective is clearly defined, the entire team aligns on key results, committing to finding effective solutions.
Additionally, Coupang has thousands of talented tech professionals working across the globe, including Seoul, Seattle, Mountain View, Shanghai, Beijing, Bengaluru, Singapore, and Taipei. Our team also includes members from various nationalities, collaborating from offices around the world. Working with talent from multiple global offices allows us to examine a defined problem from different perspectives and find the optimal solution.
Is there anything else that makes Coupang stand out to you?
We are proud to leverage the advantages of both a startup culture and the resources of a large, global public company. This unique combination fuels our continuous growth and empowers us to launch new services with agility. We quickly test, gather feedback, and iterate, which drives our rapid expansion. Coupang's growth is not driven by a few major projects, but rather by the continuous testing and deployment of numerous features. For example, within a single organization, we rapidly test and launch dozens of projects within just two weeks. This efficiency is driven by our highly capable engineering teams.
What kind of career growth opportunities does Coupang offer?
Coupang is full of opportunities to grow across different domains. In the past, I played a key role in launching essential services such as Rocket Delivery, Rocket Wow (our membership program), and Rocket Fresh. Over my 11+ years at Coupang, I have consistently sought ways to expand my own growth, driven by a passion for understanding customer behavior. This led me to transition into marketing engineering, where I am currently working on exciting initiatives. Coupang provides the flexibility to evolve your career in multiple directions, supported by strong leadership and a culture of continuous development.
What are your future goals or plans?
The challenges we face in marketing engineering are becoming increasingly complex, and this is what excites me. One of our primary focuses is adapting to evolving privacy regulations while developing more advanced predictive models to better understand our customers and provide improved recommendations. Recently, my team and I dedicated an entire day to identifying the critical problems we need to address and have built a roadmap for our future initiatives. I thrive when faced with numerous challenges to solve, and that’s why I am confident I will continue to be passionate about the work I do.
At Coupang, filled with exciting challenges, Daniel will continue to lead innovations to new heights. If you are ready to collaborate in a dynamic environment and contribute to driving change, join us at Coupang to build the future of commerce.
Employee stories |
In this third article, we sat down with Keynes, Recruiting Director at Coupang, who leads a recruiting team with a deep understanding of the business. We explored his growth, Coupang's distinctive recruiting organization, and its culture.
Employee stories |
At Coupang, our employees have the opportunity to expand on the work they are passionate about and achieve the career growth they desire. We sat down with Angela, a Retail Director, to talk about how she plays a crucial role in ensuring that customers always have access to essential processed food.
Employee stories |
There aren’t a lot of female delivery drivers in the logistics industry yet. But Coupang is different. Near 50% of our employees at Coupang Delivery and Fulfillment Centers are female.