When Soon was four, her family fled Saigon at the end of the Vietnam War. After a perilous twelve days on a boat and another six months at a refugee camp, the family ultimately settled in Fresno, California, sponsored by an uncle who had fought for the South Vietnamese. Her parents’ determination to create a successful life in America by becoming entrepreneurs inspires and defines Soon to this day.
Soon has co-owned several PR/marketing firms including Luxe Communications, which she founded, and Centigrade, a marketing, communications, and events company with offices in North America and Europe. Her global brand communications experience includes strategy development for some of the world’s top brands, including Lamborghini, Ducati Motorcycles, eBay Motors, Black River Caviar, Xellent Vodka, Breitling watches, and Hagerty.
Since 2016, Soon has overseen Hagerty’s brand strategy in support of the company’s stated purpose to save driving and fuel-car culture for future generations. She helped create the Hagerty Drivers Foundation, which is contributing to the future of car culture through its philanthropic efforts.
Soon played a lead role in transforming Hagerty from a local specialty insurance company to a global publicly traded lifestyle brand for car lovers that joined the New York Stock Exchange (HGTY) in 2021 with a value of more than $3 billion.
In 2022, she was named one of the U.S.’s “Top Women in Communications” by Ragan Communications for her work in transforming the Hagerty brand.
A believer in ‘doing good by doing well,’ Soon is passionate about crafting and leveraging purpose-driven businesses. She is the founder and co-owner of The Good Bowl, a mission-based Vietnamese restaurant in Traverse City, Michigan, that donates $1 per bowl to charity. She is also the creator of “Help in Heels,” a women’s volunteer group, and “Running in Heels,” a women’s entrepreneur group.
