Soo Jin Oh: Innovating for the Future, Together

As Chief Strategy Officer, Soo Jin Oh is focused on helping FreeWheel define and achieve its long-term vision of expanding services to support the growing complexities of the media landscape. Her creative and innovative approaches and measurable impact across industries have helped her become the leader that she is today. Learn more about Soo Jin in our interview below.

Q. You were named the first Chief Strategy Officer for FreeWheel in 2022. What have you been focused on this past year?

A. “When starting any new role, especially in a role like strategy, it’s important to focus first on understanding the business – who our customers are and their needs, how we’re uniquely positioned to solve those needs, and asking questions to dig into the various dynamics at play across our industries and markets. It's the foundation for strategy – understanding our past moves and current position to inform what we do next. “And just as important is connecting with people. I’ve learned so much by surrounding myself with wicked smart teammates with various perspectives on the opportunities, challenges, and needs at hand – which in turn not only helps draw out priorities for how and where to focus, but also fills my cup meeting good humans from across our organization.

“One of the areas I’ve been focused on at FreeWheel is our global expansion strategy. Streaming is a worldwide phenomenon, and our solutions need to meet the demands of new and existing customers with unique country-by-country requirements. Moreover, new competitors are entering our space with a global footprint and market dynamics will continue to evolve. FreeWheel has a solid foundation in Europe, U.S., and the UK and we recognize that global expansion is a logical area of growth, and we're forming a plan for how and where to expand.”

Q. Tells us about your background and any previous experiences that have shaped the kind of leader you are today?

A. “I always knew I wanted to be in the digital space – it’s entrepreneurial, dynamic, central in our day-to-day lives as consumers, and it breeds constant curiosity. I also intentionally took on operational roles across various sides of the advertising business, and it’s those experiences that have allowed me to really understand the breadth of our industry – and ultimately take on more expansive, strategic roles.

“And just as important as the intentional steps I’ve taken to shape my career are the unintentional influences that I think really impact how I lead.

“Before joining FreeWheel in September 2022, I was President of an advertising organization, Gamut. Leading a team through record-breaking revenue growth to some of the most challenging times we’ve experienced as a global community – a worldwide pandemic, social inequities, civil unrest – brought new levels of humanity and vulnerability into the workplace … and with that came new levels of accountability and responsibility as a leader.

“The past few years gave many of us space to really reflect and engage on a different level, it brought values to the forefront and opened up dialogues on topics that were new and sometimes hard. It also gave us the ability to understand and relate to each other on a level we might not have before. It reinforced the importance of focusing on who people are as people – and as a leader, ensuring that we’re not only giving our teams the space to show up authentically, but also that we’re showing up authentically ourselves.

“As a Korean American, lesbian woman, where English was my second language, I grew up feeling a bit displaced – not Korean or American enough with a sexual identity that was foreign to my culture. However, in retrospect, these challenges have broadened who I am and how I want to lead. It taught me to appreciate differing perspectives, have greater empathy, grit to dream and overcome even what might seem ‘impossible.’ It also gave me the responsibility and the greatest satisfaction of ‘paying it forward’ as a leader – especially to those deserving and underserved.”

Q. Can you speak to the role of technology in connecting with consumers?

A. “I think the easiest way is to look at what we do in our day-to-day lives to understand how technology helps connect us as consumers. For one, we’re able to communicate with one another across the globe and have meaningful exchanges – whether we’re buying goods from businesses online or exchanging ideas and perspectives across social platforms. Technology also brings new products to market that enable us to connect in new ways and in new environments – like smart phones, streaming apps, VR/AR. Newer technology like AI enhances and accelerates all the above so that we customize interactions, anticipate needs, and deliver tailored experiences such as automated communication, product recommendations, and personalization.

“All of these examples unlock so many opportunities for us at FreeWheel – and enable us to help connect viewers and advertisers together in new, more meaningful ways across different screens, apps and platforms. Technology allows us to really redefine the viewer ad experience – creating safe, controlled and effective ways for advertisers to reach their desired consumers with seamless, engaging, and relevant content.”

Q. What advice do you have for someone new to this industry?

A. “First, embrace a mindset of continuous curiosity and learning. Read up on industry trends, emerging technologies, and consumer behaviors. There are lots of materials and programs online for foundational knowledge and it doesn’t hurt to ask those in the industry to guide you. This will also help you understand where businesses sit in the larger ecosphere and their value to advertisers and consumers.

“Second, there are also many different paths this industry can offer – from technical and engineering roles to sales and creative thinking – so my biggest advice is to understand your strengths and passion and try roles that match it. Also remember as the industry continues to evolve, so will the opportunities.

“Lastly, our industry is highly collaborative so build your network and a positive reputation for good work and integrity.”