Soyoung Kang is the Chief Marketing Officer at eos Products, the iconic beauty brand that has sold nearly a billion lip balms worldwide. In her role, Soyoung is responsible for driving the overall strategy, planning, and operations for marketing, product & ecommerce. Since joining eos as CMO, Soyoung has completed a total reboot of the brand identity, from resetting creative and strategic vision, to dramatically expanding the category footprint and innovation pipeline, to launching experimental marketing initiatives. Soyoung oversees the brand’s digital-first media plan to reach gen Z and millennial fans, especially through its immense social media presence of 9mm+ followers across multiple platforms. She is a pioneer in TikTok, driving billions of video views, growing the eos TikTok community to over 800k and leading eos to being honored by TikTok as a 2021 Culture Driver. Under her leadership, eos has garnered dozens of honors, including product awards from Allure, Cosmopolitan, and SELF, and media recognition from the Shortys, Webbys, and Digiday.
Soyoung has been named a Forbes CMO Next, a Campaign US CMO 50, a Business Insider CMO to Watch, and a Glossy 50 Beauty Innovator. As a strong proponent of diversity, equity and inclusion, Soyoung serves on the AdWeek DEI Council and as co-chair of the CMO vertical for Ascend, the largest pan-Asian professional membership organization in North America.
Soyoung is a board member for Bob’s Discount Furniture and was previously an executive with Bath & Body Works, Victoria’s Secret, and The Boston Consulting Group. Soyoung holds a BS in Architecture from MIT, a dual MBA in Marketing and Finance from The Wharton School, and was a Fulbright scholar.