Zoe Soon is Vice President of IAB’s Experience Center, where she focuses on scaling emerging advertising channels across the Creator Economy, Gaming, and AR. She is currently focused on leading cross-industry efforts to professionalize creator marketing, championing standards and best practices that enable trustworthy, scalable partnerships between brands and creators.
Zoe is best known for spearheading the launch of IAB PlayFronts—the first and only advertising marketplace for gaming—helping brands tap into culturally relevant opportunities in interactive entertainment. A trusted advisor to C-suite leaders and a frequent speaker at industry events, Zoe is a passionate advocate for blending strategy and storytelling to help brands connect meaningfully with today’s evolving audiences.
She holds a master's degree in organizational psychology and grew up on the eastern beaches of Sydney.
