Senior Vice President of Brand
Soon oversees the company’s brand strategy to ensure the organization is effectively positioned to their members and partners. She oversees overall brand strategy, public relations, corporate social responsibility, external communications, events and creative strategy.
She powers 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 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.
Soon is married to McKeel Hagerty, has a 7-year-old daughter Ava and stepmother to 24-year-old Olivia and 15-year-old Sophia.
Soon is also co-owner of The Good Bowl, a mission-based Vietnamese restaurant in Traverse City, Michigan that 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.
Her passions involve philanthropy, cooking, travel, golf and tennis. Her bucket list includes a trip to Wimbledon, visiting the Egyptian pyramids and seeing the gorillas in Rwanda.