Zoe Soon has 10+ years of experience building products in technology-driven businesses with a heavy focus on mobile. Six years ago Zoe flew 21 hours from Sydney to NYC for a 30min coffee meeting which led to her first job in NYC. Since then she’s worked with three major New York based media companies, The New York Times, Condé Nast and Business Insider on projects ranging from location-based apps to paywalls. Zoe began her career as a user researcher and UX design consultant working with three of the top five banks in Australia. She was then hired to establish a user insights practice at Fairfax Media, a leading Australian news and media conglomerate. Here she led the user research for the flagship news apps which won Best Mobile News Product at the 2012 Australian Mobile Awards and went on to become product lead for the news sites. In this role she launched a content paywall and a unified user data system to diversify revenue and enable more targeted marketing.

Prior to joining the IAB Zoe was General Manager of apps and email at Business Insider where she was charged with defining the go-to market strategy for these platforms. In this role Zoe launched Insider Inc’s first OTT apps across 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.

Zoe has a Masters in Organizational Psychology and lives in New York. She enjoys burning pancakes, Cuban salsa dancing and talking to strangers in line.

Cary Tilds is the Chief Strategy and Operations Officer for Frameplay. At Frameplay, Cary is responsible for leading Strategic Planning, Marketing and Operations.

Prior to Frameplay, Cary was the SVP, Corporate Strategy for FordDirect where she led Emerging Strategy, OEM Account Strategy and Analytics/Business Intelligence/Data Strategy teams.

For six years Cary was GroupM’s Chief Innovation Officer, responsible for identifying consumer technologies impacting digital media platform strategies, ensuring GroupM agencies continuously led with world-class expertise and solutions.

Cary led Digital Media Operations for Mindshare North America for two years, creating macro digital strategies for clients like Unilever, Target and KimberlyClark.

She led Digital Media Operations for Team Detroit for three years, where she combined digital media capabilities from the six original Team Detroit agencies into one digital media approach for Ford and Lincoln, tier one and tier two.

Prior to that, Cary founded the search practice at PHD where she was the Director of Search for PHDiQ, PHD’s centralized digital buying groups.

Cary’s earlier career included 10 years at Entertainment Publications, an Interactive Corporation Company.

Cary holds a BA from the University of Michigan in Western European Studies and an MBA from Wayne State University.