Bicultural and bilingual, Soy has a track record of launching 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, John Legend. She has a knack for growing global fandom. Today, she is Head of North America, music and podcast content strategy at YouTube. Her experiences span marketing (B2B, B2C, PMM, GTM); content strategy & distribution; algorithmic systems / Gen AI; product strategy; and global business development, operating in both English and Korean from both sides of the globe. 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, the Recording Academy GRAMMYU program, and YouTube’s Music & Premium product and engineering org. She is a sought-after speaker and guest lecturer at universities including Harvard Business School, Yale School of Management, USC Annenberg, U of Michigan, NYU Stern, Drexel U, and 20+ global conferences including SXSW, MU:CON, Music Biz, and NY:LON CONNECT. She has penned cover stories on Asian Pacific art and culture and received academic grants to conduct ethnographic research in Seoul.
A conservatory-trained cellist turned media exec, Soy is also passionate about sports as a catalyst for societal change. Soy serves on the NY board for Street Soccer USA, supporting its mission to combat youth poverty through soccer. She enjoys travel, exploring where art and nature collide, and trying new sports. Soy holds an MBA from Yale, BA from Harvard, and is an HBS BEMS alumna.
Connecting the world; forever learning.
ϟOY•JOURN: Soy + sojourn = I am journey-ing.
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