IAB, the national trade association for the digital media and marketing industries, named digital publishing and mobile product expert Zoe Soon to the role of Vice President for Mobile. As head of the IAB Mobile Marketing Center of Excellence, Soon will be responsible for helping stakeholders solve problems, develop best practices, and generate growth in the rapidly changing world of mobile marketing, media, and advertising as 5G technology is on the rise.

Soon has more than a decade’s worth of experience building products at some of the world’s foremost digital brands, with a heavy focus on mobile applications. The Australia native began her career working in user experience, first by consulting for leading banks and later moving on to create a user insights practice at the news conglomerate Fairfax Media. She has also worked at The New York Times, Condé Nast, and Business Insider developing a range of projects from location-based apps to paywalls.

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Prior to IAB, Soon served as General Manager of Apps and Email at Business Insider, where she defined the go-to-market strategy for those platforms. During her time at BI, she launched Insider Inc.’s first OTT apps on Apple, Amazon Fire, and Roku, offering advertisers cross-platform video digital distribution and access to an audience that generates over 2 billion views each month.

“We’re at a very interesting time for mobile with the advent of 5G and its promise of increased speed and connectivity and decreased latency,” said Soon. “Mobile experiences will increasingly become more real-time and immersive, and consumer behaviors will evolve accordingly. The line between digital and physical will blur as AR and VR become more sophisticated and connected devices become truly mobile without consumers having to compromise on experience. As marketers, publishers, advertisers, and technology providers prepare to capitalize on this shift, I’m thrilled to be joining the team at IAB to help drive the conversation on how we navigate and thrive in this new digital landscape.”

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“Zoe is energetic, experienced and highly skilled, making her the perfect person to lead our mobile efforts through a time of massive transformation,” said Randall Rothenberg, CEO, IAB. “Her combination of big-picture thinking and tenure of building products in technology-driven businesses will allow our members to not only understand the broad, industry-wide changes facing their businesses, but also develop actionable strategies that allow them to succeed.”

Soon holds a bachelor’s degree in psychology and a master’s in organizational psychology from the University of New South Wales.

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