• BRIDGE BUILDER • Soy has crafted her career around building bridges — between cultures; between creators and fans; between music and tech. Bilingual and bicultural, with a sharp understanding of the US and Korea’s media and consumer cultures, Soy has set the groundwork for collaborations between the two cultures in her roles across music and film. She has lived and worked full time in both countries. Soy was honored in the shesaid.so 2021 Alt Power 100 Music List. As a marketer, Soy has spearheaded digital marketing campaigns for artists such as BTS, John Legend, Baby Keem, and Chloe x Halle. Prior to music, she worked across blockbuster film co-productions between the US and Korea at media giant CJ ENM's Seoul headquarters, where her work blended global and local marketing and distribution strategy. Today, Soy works at the intersection of creators, music marketing, and tech strategy at Spotify. Here, she serves on leadership of SPACE, Spotify’s Asian and Pacific Islander (API) employee resource group of 500+ employees, where she leads initiatives to drive API awareness and inclusion. Soy has been invited as a panelist and moderator to industry conferences such as Music Biz, NY:LON CONNECT, and Country Radio Seminar to discuss: K-culture and K-pop, global emerging markets, artist marketing, women in music-tech, DE&I in music. Soy is particularly interested in the diversification of voices represented in mainstream content and has actively supported AAPI and API voices in media for over a decade. She serves as a mentor for the Asian American Collective. Soy holds an MBA from Yale and BA from Harvard.