# New Engen

New Engen is an Asset Manager based in Seattle, United States.

## Overview

- **Organization type:** Asset Manager
- **Headquarters:** Seattle, United States
- **Region:** North America
- **Address:** Seattle, WA, United States
- **Assets under management:** Undisclosed
- **Website:** newengen.com
- **LinkedIn:** https://www.linkedin.com/company/new-engen

## Regulatory record

- **Reports private funds:** No

## About

New Engen is a full-funnel digital marketing agency built on a content and media engine that drives growth, measures impact, and scales what works.

## Sectors

- Media & Entertainment
- Enterprise Software
- Consumer & Retail

## Offices

- Northwest Arkansas
- Brooklyn, NY
- Manhattan Beach, CA

## People

- Justin Hayashi — CEO
- Jon White — President
- Alice Woo — Chief Creative Officer
- Caroline Levere — SVP of Performance Creator
- Kevin Goodwin — SVP of Strategy & Growth
- Brian Kim — Managing Partner, Disruptors

## Questions

### Who runs investment decisions at New Engen?

New Engen is not an investment firm; it operates as a digital marketing agency. Strategic business and client decisions sit with CEO Justin Hayashi and President Jon White. Brian Kim, the Managing Partner for Disruptors, oversees the firm's growth and venture-oriented initiatives, but the firm does not manage external capital.

### How does New Engen's 'Creative-Led Growth System' differ from a standard agency media plan?

The system positions creative as depreciable infrastructure that must be refreshed continuously rather than treated as a one-time deliverable. Media and strategy teams sit under the same operating rhythm, measuring causal business impact rather than platform-reported impressions. The firm cites Cotopaxi's 20% marketing efficiency lift and a multi-billion dollar gifting company's 792% Meta revenue jump as output of that closed-loop measurement.

### What is New Engen's relationship with PayPal and Honey?

President Jon White and Managing Partner Brian Kim both held senior growth and marketing roles at Honey prior to its $4B acquisition by PayPal. Kim subsequently led growth at PayPal and Venmo. The two executives carry that operator experience into New Engen's strategy, but the agency has no disclosed ongoing structural or ownership tie to PayPal or Honey.

### Does New Engen report any institutional backing or external capital?

No public disclosures indicate external institutional capital, funding rounds, or a parent entity. The firm presents as an independent, privately held marketing agency with a senior leadership team whose wealth was generated through prior exits at companies like Honey and Dollar Shave Club.

### Which sectors does New Engen explicitly target?

The firm's disclosed client roster concentrates on consumer brands with e-commerce exposure—packaged food and beverage (Coca-Cola, OREO), activewear, live entertainment (SeatGeek), and gifting platforms. While its leadership backgrounds include luxury (Prada, Louis Vuitton) and tech, the public-facing sector focus remains mass-consumer brands pursuing full-funnel digital growth.

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Last updated: 2026-06-03T20:00:00.000Z

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