Bicultural and bilingual, Soy has launched first-in-market collaborations between the U.S. and Korea. As a marketer, Soy developed record-breaking campaigns for artists including BTS, Baby Keem, Chloe x Halle, 24kGoldn, and John Legend. She has a knack for architecting global fandom. Today, she is Head of North America, Music and Podcasts Content Strategy at YouTube. Her experiences span marketing (B2B, B2C, PMM, GTM); product strategy; content strategy & distribution; algorithmic systems / Gen AI; and global biz dev, operating in English and Korean from both ends of the world. Her work has been recognized by Variety and the 2021 Alt Power 100 Music List.
An advocate for paying it forward, Soy is a mentor for national non-profit Asian American Collective and the Recording Academy GRAMMYU program. She has been invited to speak and guest lecture at universities including Harvard Business School, Yale SOM, USC Annenberg, Columbia GSB, U Michigan, NYU Stern, Drexel U, and 20+ global conferences including SXSW, Music Biz, and MU:CON. She is a published thought leader on art and culture, penning cover stories on artists, film directors, and creatives. She has received academic grants to conduct ethnographic research in Seoul.
Soy is passionate about sports as a catalyst for societal change. She serves on the NY board for Street Soccer USA, supporting its mission to combat youth poverty through soccer. Soy is a conservatory-trained cellist. In her free time, she enjoys travel, good reads, writing, and trying new sports (and trying not to break a bone; hockey was a tough lesson). She holds an MBA from Yale, BA from Harvard, and is an HBS BEMS alumna.
Forever student of life. Connecting the world.
ϟOY•JOURN: Soy + sojourn = I am journey-ing.
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