After decades of leading the development of the company’s powerful brand, Soon transitioned from her role as Senior Vice President of Brand at Hagerty to Brand Adviser in December 2023.

During her time at Hagerty, she has powered campaigns and brand positioning to build Hagerty as a world class brand beyond even the automotive industry. She believes that Hagerty’s next foray in their strategic evolution is to position the company as a thought leader in order to maintain brand strength, recruit top tier talent and attract best in class partners.

Soon will continue to focus her passion on the Boundless Futures Foundation, which she founded in September 2023 with McKeel Hagerty. The foundation provides financial and leadership resources for aspiring female entrepreneurs building businesses to solve today’s biggest social issues so they can have a boundless impact in society.

Soon has owned several PR/marketing firms including founder/owner of Luxe Communications which she sold to create a new marketing, events and PR firm Centigrade where she was a co-owner. Her background is primarily rooted in public relations, marketing and brand strategy for luxury products and services such as VW Group, Lamborghini, Ducati Motorcycles, eBay, Xellent Vodka, Black River Caviar and Breitling watches.

She is also co-owner of The Good Bowl, a mission-based Vietnamese restaurant in Traverse City, Michigan, which donates $1 per bowl to charity. As part of her involvement in her community Soon launched Help in Heels, a 12-member group of women who volunteer each month for various non-profits as well as launched Running in Heels, a local women’s entrepreneur group that meets each month to develop concepts and resources to become better leaders in their respective fields.