Big Hit Entertainment is tapping the expertise and innovativeness of K-pop industry executive Min Hee Jin, a former creative director and board member of SM Entertainment. 

Taking the role of Chief Brand Officer (CBO), Hee-Jin will lead the rebranding efforts of the agency, best known for forming and managing K-pop global superstars BTS. She will also take charge of the launching of a new girl group.

In a statement, Big Hit Entertainment CEO Bang Shi Hyuk described her as a "leader of leaders who brought the concept of combining 'visual director' and 'planner' to K-pop." 

"I am very happy to have an expert who leads the industry to join us as we focus on content and fans. We believe that [her] knowledge about branding will give wings to Big Hit and its related businesses as we undergo restructuring," he further stated.

Apart from working as Big Hit's CBO, Hee-Jin will is also slated to unveil her own label.

Commenting about this, Shi Hyuk said he is excited "to see what kind of innovation this forward-thinking creator" will offer to the lucrative and competitive K-pop scene.

During her stint at SM Entertainment, Hee-Jin was responsible for planning concepts for girl group heavyweights including SNSD, Red Velvet, and f(x). She has also worked with SHINee and EXO.
She left the entertainment giant in late 2018 and has since been receiving offers from several agencies.

Asked about what made her join Big Hit, she noted that she and the company "share similarities in [their] determination to change the entertainment industry.

"Though I am happy, I also feel a lot of pressure about this new chapter in my career as a creator at Big HIt... However, I am most excited about the future I will share with [the company] and its related businesses," she added, further revealing the firm's plan to adopt a multi-label system -- each catering to different specializations. 

Big Hit Entertainment was founded in February 2005, with dance, hip-hop, and R&B as their main areas of specialty. Apart from BTS, it currently manages rookie group TXT and soloist Lee Hyun.