Soul & Science: Fast Forward Your Marketing Mind
#4: eos CMO Soyoung Kang | Calculated Risk
April 4, 2022 · 25 min
Why listen
A CMO who rebooted an iconic beauty brand explains how calculated risk drives real ROI.
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In this episode
- How to reboot a brand identity without losing what made it iconic
- What calculated risk actually looks like inside a marketing decision
- How experiential and DTC drops can expand a brand's category footprint
- Lessons from leading beauty at Bath & Body Works and advising Fortune 100 clients
About this episode
eos CMO Soyoung Kang joins Jason this week to discuss how taking calculated risks can increase ROI.Soyoung Kang is the Chief Marketing Officer at eos Products, the iconic beauty brand that has sold nearly a billion lip balms worldwide. 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 product pipeline, to launching experiential marketing initiatives like the influencer collaboration FlavorLab and #eosmicrobatch DTC fashion drops. 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. Before her time at eos, she had a decade-long career in specialty retail, leading brand development of the successful beauty segment at Bath & Body Works. She was also a strategy consultant to Fortune 100 clients at The Boston Consulting Group.
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About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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