When she was four, Soon’s family fled Saigon at the end of the Vietnam War. After a perilous 12 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 several offices in North America and Europe. Her global brand communications experience includes developing strategy for many of the world’s top brands, including Lamborghini, Ducati Motorcycles, eBay Motors, Black River Caviar, Xellent Vodka and Breitling watches. 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. 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.