eos Products Chief Marketing Officer Soyoung Kang Talks Creativity, Innovation, and Building a Brand

Soyoung Kang is the Chief Marketing Officer at eos Products, where she is responsible for driving the overall strategy, planning, and operations for marketing & ecommerce at the Gen Z focused beauty brand.

Here is what Soyoung had to say when we asked her about creative innovation:

GenHERation®: As the first Chief Marketing Officer at eos, what was the biggest challenge you faced and how did you overcome it?

Soyoung Kang: When I came to eos, the business was softening after years of amazing growth. My mandate was to lead the brand into the next phase of growth. What I did to overcome this challenge was really build the brand’s identity. This included communicating the brand better, creating a strong sense of clarity among employees, and forming partnerships. I also oversaw the brand’s digital-first media plan to reach Gen Z and millennial fans, especially through TikTok. I believe I was successful in this regard because I gained an understanding and  appreciation for how our consumer thinks. You need to have empathy when working with consumers. 

GenHERation®: How do you motivate others to believe in your vision?

Kang: I learned this by observing my first boss. It all comes down to persuasive communication. You have to be able to clearly articulate why others should also believe in achieving your goal. In order to do this, you have to bring the goods. You need content and research, and then delivery to back it up. 

GenHERation®: What are the three best ways to create a positive professional reputation for yourself? 

Kang: Your reputation is everything. It’s what people say about you when you’re not in the room. It’s what gets you jobs and access to opportunities. First, to create a good reputation for yourself you have to be authentic. Be true to who you are. The way you behave in a closed room says more than how you behave in public. In addition to being authentic, you need to be consistent. Is the way you present yourself on social media reflective of how you act in person? Do you treat people the same? Does what you stand for endure? While it’s important to be consistent, you still have to evolve. Evolution is key to building a positive professional brand because people want to work with people who have a growth mindset. Continue learning and challenging yourself (while being authentic) as you navigate your career. 

GenHERation®: What strategies do you use to be an effective leader? 

Kang: You have to give purpose and vision to the team. Clarity of purpose from leadership is the best way to get the team moving. It gives the team a framework to allow them to complete day-to-day tasks, and everyone is marching toward one goal. As a leader you also can’t be afraid to come up with ideas. You never know where ideas will come from, so always offer them up because they can make a difference and inspire others to share their ideas. 

GenHERation®: What advice would you give to your younger self?

Kang: I used to think success was very strict and structured. I wish I would have taken time to explore more and understand all of the opportunities. Take time to invest in your own exploration, and if you “fail” that’s okay! Failure leads to learning more than success. 

Soyoung Kang is the Chief Marketing Officer at eos Products, the iconic beauty brand that has sold nearly a billion lip balms worldwide and has over 9mm social media fans. In her role, Soyoung is responsible for driving the overall strategy, planning, and operations for marketing & ecommerce at the Gen Z focused brand. She has been named a Forbes CMO Next, a Campaign US CMO 50, and a Business Insider CMO to Watch. As a strong proponent of diversity, equity, and inclusion, Soyoung serves on the AdWeek DEI Council and Ascend Executive Network leadership. 

 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. 


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