Soyoung Kang is the Chief Marketing Officer (CMO) at eos Products, the iconic beauty brand that has sold nearly a billion lip balms worldwide. In her role, Kang is responsible for driving the overall strategy, planning, and operations for marketing and e-commerce. Since joining the company, she has completed a total reboot of the brand's identity, from resetting creative and strategic vision, to dramatically expanding the category footprint and product pipeline, to launching experimental marketing initiatives via influencer collaborations. She oversees its digital-first media plan to reach Gen Z and millennial fans, especially through its immense social media presence. She is a pioneer in TikTok, driving billions of views, capitalizing on viral videos, and organically growing the eos TikTok community.

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. She has been named an Adweek Brand Genius, Forbes Entrepreneurial CMO, a Campaign US CMO 50, and a Business Insider Most Innovative CMO. As a strong proponent of diversity, equity and inclusion, Kang serves on the AdWeek DEI Council, which brings together leading executives from some of the world’s most renowned brands to demonstrate their commitment to accelerating change in the industry and providing opportunities for under-represented communities.

Kang is a board member for Bob’s Discount Furniture and also serves on the boards of the Association of National Advertisers, the Advertising Club of NY, and Creative Ladder. She was previously an executive with Bath & Body Works, Victoria’s Secret, and The Boston Consulting Group. Kang holds a BS in Architecture from the Massachusetts Institute of Technology and a dual MBA in Marketing and Finance from The Wharton School. She was a Fulbright scholar.

SXSW, Marketing, Digital Marketing, Social Media, Beauty, Beauty Products, Retail, Business Growth, Consumer Goods, Branding, Corporate Strategy, Viral Marketing, Viral Videos, E-Commerce, Asian & Pacific Heritage,