Jin Soon joins the fluffle as Ecosystem Marketing Lead

Jin Soon didn’t arrive in ecosystem marketing through a neat, pre-planned path. Her background hops through different roles, industries, and even countries, but the common thread is clear once you look at it closely. She gravitates toward people, toward collaboration, and toward turning conversations into partnerships that actually lead somewhere, not just exist on paper.

That shows up quickly in how she talks about enterprise partnerships. There’s no overcomplicating, no inflated language, no fluff. Just a clear understanding that ecosystems depend on relationships and how you maintain them. At bunny.net, she now brings that perspective into a role that sits right between teams, partners, and the work that connects them.

Here's how it all came together.

So, tell us a little bit about yourself. Where are you from, and where are you based?

Well, in a nutshell, I was born in Brazil, raised mostly in the United States, and I’m now based in Austria.

What did you study and what direction did your career take after that?

I have a B.A. in Economics and was planning to work for the World Bank Group. I loved their mission and wanted to help developing countries through microloans that enable people to start their own businesses and fuel their economies. I’m drawn to the idea of empowering people to take matters into their own hands, “teach a woman to fish,” that sort of thing.

Coming from humble beginnings, I have a soft spot for people who started life at a disadvantage. I received many scholarships, both merit-based and need-based, and I couldn’t have finished my education or built the career and life I have now without the people or organizations that supported me.

In the end, I fell out of love with economics when it presented me with monstrous calculus models that gave me nightmares (ever heard of Lagrangians?). Knowing I’m more of a creative, words person, I didn’t think I had it in me to pursue the higher education needed to become an economist.

What were some of your early roles before moving into marketing?

Before marketing, I worked in Membership Development at a tech association called Consumer Technology Association. This was about eight years ago now. We ran a big trade show in Las Vegas called CES. Before that, I held various jobs: marketing for a small insurance broker, stocking fridges at a meal-prep company, and stacking and folding 4-packs at a soda factory. I actually started at the factory at 12/13, working unofficially and getting paid under the table to fold 4-pack boxes and add empty bottles to the assembly line. It wasn't the best environment for a child, but I had to find a way to make money for school field trips. I was always willing to do what it took to try to live a normal life like the other American kids.

How Jin Soon hopped into ecosystem marketing

How did you get into B2B marketing, and when did your career start shifting toward partnerships?

I was first exposed to B2B marketing through my job in San Francisco at Bitmovin, an Austrian startup. The real reason I was drawn to that role was simple and personal. I saw they were an Austrian company and thought it might be my entry point to eventually living in Europe. What I didn’t expect was how much that experience would shape my career.

I regularly worked with seasoned VPs of Sales across APAC, North America, and EMEA, which gave me a clear view of what actually works on the front line. Their trust, along with the support of my manager at the time, pushed me to be more action-focused and comfortable figuring things out as I went. It also trained me to think from a sales perspective and constantly ask whether what I was doing truly moved the needle.

Later, in my field marketing roles, I started working more closely with partners on co-marketing campaigns and events. I realized quickly how effective those collaborations could be when both sides were aligned. When I transferred to London in 2020, my role officially shifted to Marketing & Partnerships Manager, and I’ve been working closely with partners ever since.

What made you realize this was something you wanted to focus on?

Honestly? The streaming media community. I actually wrote about the sense of belonging I found there through my job. Through events and working with partners, I was able to make lots of industry friends who then became friends. As I went through a big life shift and lost many people in my life, the idea of a new community built through my job made it something I wanted to keep doing.

How she keeps things moving in the burrow

When you say “ecosystem marketing,” what does that actually look like in your day-to-day work?

When I think of an ecosystem, I think of multiple parts coming together in symbiosis. If every part understands how their role fuels the whole, we can make some magic. In my role within the Growth Team, a joint Sales, Marketing, and Product Marketing org, I work as a bridge between Sales and Marketing, bringing the front line to the engine and vice versa. I participate in both sales and marketing meetings, create and actively work on brand and demand gen campaigns, and provide enablement for our partners, an important part of the bunny.net ecosystem.

What’s a sign that a partnership is actually working, not just announced? And what tends to break first?

Proactivity. Partnerships are a two-way street, and they work best when both sides are invested and genuinely enjoy working together.

Expectations. Partnerships come in all shapes and sizes, from informal relationships to fully contracted agreements. Even with contracts in place, expectations need to be reinforced and communicated regularly. That doesn’t mean constantly telling partners what you need, but keeping communication open and active.

What kind of situations or problems do you find yourself stepping into most often?

Coordinating different intentions and budgets across a market activation can be challenging. You need enough time to plan with multiple stakeholders so decisions aren’t rushed and no one walks away unsatisfied. At the same time, opportunities don’t wait, so clear communication and defined ownership across the collaboration really matter.

What helps you stay focused when there are many moving parts across teams?

On good weeks, I set 1-3 clear "must-do" priorities each day and maintain comprehensive project tracking so I always know what's coming up in the next days and weeks. A quick hack I've found: add calendar reminders for when things are due, and even ones that give you a heads-up that something is due soon.

What does a good week look like for you in this role?

Can I say a week without meetings? Jk. (But really).

The person behind the role

What do you like to do when you’re off the clock?

I’m someone with a lot of interests and not enough lives to explore them all.

I spend most of my time outside of work in the gym, mainly doing CrossFit and weight training, and I recently started freestyle swim classes. Fun fact: I’m pretty decent at pull-ups. My last record was 11 unbroken.

Outside of that, my next favorite hobby is writing. I’m currently working on a book.

One hobby I’m slowly letting go of is music. I played guitar, drums, and sang in bands for many years.

Do you have any hidden talents?

Idk if this is a hidden talent, but my dreams are wild. I sometimes dream whole multi-part thrillers with a build-up, climax, and conclusion. Some of them I’ve written down because they would make pretty awesome novels. One day!

Why bunny.net

What stood out to you when you first looked at bunny.net?

I had followed bunny.net for a while on LinkedIn, and my favorite thing was the memes—taking famous memes and replacing them with the famous bunny drawings absolutely floored me. I love a brand that can do humor tastefully.

What made you decide to join and take on this role?

How personal the whole interview process had been. I felt that I was being evaluated from different angles, and given very fair chances to show what I can bring to the burrow. I was so impressed and touched. It was honest, and I was honest, and the honesty was appreciated from both sides.

Any advice for anyone considering joining the fluffle?

Knowing what you want, your boundaries, what you're good at, and where you need support will help you at any company. At bunny.net, communicating that clearly goes a long way. I don't want to speak for the whole company, but from what I've experienced so far, we don't expect perfection. We expect honesty. No company is perfect, but the difference is whether a company is trying. In this case, I can see the bunny.net team is always working to improve and find ways to make work life a bit better for everyone. That goes a long way.

Thinking about joining the fluffle?

Jin Soon talked a lot about reciprocity, clear expectations, and people putting in the same level of effort. You can tell she’s worked with enough partners to know what holds up and what doesn’t.

That’s very much how things keep hopping forward at bunny.net. People communicate openly, take ownership of their work, and work through things together.

If you’re already thinking, “yep, that’s me,” you’ll fit right into the fluffle. Hop over to our careers page and take a look at our open roles.