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, John Legend, and 24kGoldn. 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 and distribution; and algorithmic systems, operating from both sides of the world. Her work has been recognized by outlets including Variety.
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 moderate, keynote, and guest lecture at universities including Harvard Business School, Yale SOM, USC Annenberg, Columbia GSB, and 20+ global conferences including SXSW. She is a published cultural thought leader, often penning cover stories on artists, film directors, and creatives.
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. She enjoys writing, travel, good reads, and trying new sports (and trying not to break a bone; ice hockey was a tough lesson). Soy is a conservatory-trained cellist and holds an MBA from Yale and BA from Harvard in Sociology & Screenwriting.
ϟOY•JOURN: Soy + sojourn = I am journey-ing.
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