New York, New York, United States
Connecting the world; forever learning. — Soy is Head of North America, Music & Podcasts Content Strategy at YouTube. 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, John Legend, Chloe x Halle, and 24kGoldn. She has a knack for architecting global fandom. Her experiences span marketing (B2B, B2C, PMM, GTM); product strategy; content strategy and distribution (music / film); and algorithmic systems, operating from both sides of the world. Her work has been recognized by outlets including Variety. A believer in paying it forward, Soy is a mentor for the Recording Academy GRAMMYU program and national non-profit Asian American Collective. She has been invited to moderate, keynote, or 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 and pens magazine 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; hockey was a tough lesson). Soy is a conservatory-trained cellist and holds an MBA from Yale and BA from Harvard. She is an HBS BEMS alumna. — • Interests: sports, screenwriting, film/TV, design, podcasts, learning languages
Tech product development + global editorial content strategy. Full CV available upon request. • Oversee content strategy for YouTube and YouTube Music programmatic surfaces on TV, desktop, and mobile to reflect global youth culture, grow DAU, and diversify pipeline of consumer-resonant content in the largest market, North America. Lead team of genre specialists to build intelligent content merchandising decisions synthesizing data dashboards, trend insights, and deep cultural expertise. ML / Gen AI x video (DeepMind Veo3) product innovation. • Lead global programmatic content strategy for high prio YouTube livestreams: Coachella, NFL, GRAMMYs, VMAs, FireAid. Close collaboration with senior team leads across multiple business units. Represent team strategy to external senior stakeholders across N. American music business. • 1:1 Advisor for YouTube’s Music & Premium product and engineering org.
B2B strategic role spanning consumer discovery products, algorithmic technology, product development. Appreciated the challenge to expand upon prior D2C marketing and content development roles → B2B-focused, data-driven, product GTM and launch mindset. Launched first-in-market, B2B algorithmic / ML marketing product from alpha pilot to public beta, building out a new business line. Full CV available upon request.
Led 600+ employees, growing membership 200% in two years at a time when community was experiencing deep lack of morale (COVID). Built strategic partnerships to champion API creators at company level. Developed global, cross-functional tentpole programs (e.g. Asian & Pacific Islander Heritage Month) and advised corporate on-platform activations relating to Asian culture writ-large. Booked Asian talent and moderated fireside discussions designed to educate (Min Jin Lee, Simu Liu, Audrey Nuna, Justin H. Min, etc). Full CV available upon request.
Helped artists land firsts: 1st #1 Billboard Hot 100, 1st RIAA certification, 1st GRAMMY nomination. • HYBE label liaison & U.S. marketing lead for K-pop band BTS. Led U.S. marketing for "Dynamite" (1st BTS single to chart #1 Billboard Hot 100, RIAA 5x Platinum) and Map of the Soul : 7 (RIAA Platinum, IFPI #1 best selling album of 2020 worldwide). Led digital marketing strategy for Chloe x Halle's "Do It" (1st entry into Billboard Hot 100), generating 4B+ organic impressions on TikTok in 1st month. • Roster of 23 artists included: BTS (RIAA 5x Platinum, “Dynamite”), Baby Keem (RIAA 4x Platinum, “Orange Soda”), Chloe x Halle (RIAA Platinum, “Do It”), 24kGoldn (RIAA 2x Platinum, “Valentino”, RIAA 8x Platinum, “Mood”), John Legend (RIAA Gold, "Wild"), Tyler, the Creator, Lennon Stella, Yung Bleu.
Selected as 1 of 5 MBA interns globally. Bridged consumer tech with music creator needs to connect artists and fans. Built global product GTM strategy for Canvas, an 8-second looping video visual format on Spotify attached to songs.