Behind the Scenes with Soyoung Kang
eos’ CMO Soyoung Kang talks taking risks, human connections and why it’s always good to do some tinkering.
MediaPost's Insider Summits bring together marketing executives from major brands to share their insights and strategies, and we've had the incredible opportunity to connect and learn from each of them. In the process we've discovered some truly impressive women, and not just for the work they do but their stories behind the scenes. With Insider Summit: BTS, our own Lisa Singer pulls back the curtain on some of the most influential women marketers, as they talk about their path to success: the twists and turns, obstacles, inspirations and the valuable lessons learned along the way.
So what does a disruptor do in his or her daily work life? If you’re eos CMO, Soyoung Kang, you always leave room for risk, testing and learning. Earlier this year at MediaPost’s TV & Video Summit, Soyoung discussed the company’s rebranding and their phenomenal success with TikTok, but in the premiere episode of Insider Summit: BTS, Lisa discovers a whole new side of the skin care brand’s first-ever CMO.
Soyoung shares her personal journey of moving past fear toward action, details the “series of calibrations” that ultimately landed her at the innovative lip balm company in 2018, explains how failures can be as valuable as one’s successes, and why personally immersing herself in TikTok - dance moves and all - was vital to their campaign’s viral video success. She even confesses a proclivity to taking apart appliances in her home, which, believe it or not, makes sense once you hear why. You can watch the video of the entire conversation here.