Samba TV, a specialist in AI-driven media intelligence, has announced that media, technology and cultural strategist Katie Soo has joined its board of directors. Having served in a variety of recent executive roles, including as COO of Dice, CMO of KiwiCo, and SVP Marketing at HBO Max, Soo has turned her focus to advisory roles across the technology and entertainment industries and will help advise Samba TV’s executive leadership.

“Katie has a proven track record building and scaling successful, disruptive companies that sit at the intersection of entertainment, consumer behavior, and community,” commented Ashwin Navin, Samba TV CEO and co-founder. “Throughout her career, Katie has shown that she understands culture and knows how to connect and build loyalty across a range of brands with audiences. We’re excited to have her guidance as Samba helps advertisers engage audiences and maximize advertising impact in the agentic era.”

“Media and advertising are undergoing a major upheaval as agentic AI rapidly transforms how brands will be built in the future,” added Soo. “This is happening as the media landscape continues to fracture across many platforms. Media intelligence will become critical to reach consumers who are engaging with media in less predictable ways every day. Samba is uniquely positioned to help address the tremendous diversity in the audience and viewing behaviours that make marketing so challenging today. I’m looking forward to working closely with Ashwin and his team to help marketers thrive in the new intelligence era.”

Soo currently serves as Board Chair of Asia Society Southern California, the first woman to hold the role, and is a member of Asia Society’s Global Board of Trustees and Committee 100. She also co-founded AWE (Asian Women Empowered), an initiative advancing AAPI women into leadership and board positions, and serves on the Advisory Board of the California State University Entertainment Alliance. Recognised by AdAge, Adweek, Promax, the Webby Awards, Clio, Digiday, and the Shorty Awards, Katie was named to AdAge’s 40 Under 40, Business Insider’s CMOs to Watch, and Goldhouse’s A100 list of the most impactful Asians in culture.

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