- At Samsung C&T Trading and Investment Group’s Q1 2025 Management Meeting, Soh-young Cecilia Lim was recognized for her outstanding achievement in developing new business opportunities in the wind power sector.
- It was a well-deserved honor for someone who embraced the unfamiliar with courage and transformed a fresh start into lasting impact.
New Me, New Market
Lim, a 20-year veteran in the Project Business Division (now the Energy Business Division) and the Steel Division, joined her current team five months ago with both anticipation and concern. Despite having extensive experience in steel sales, the wind power business was entirely new to her. Lim had to learn everything from scratch, including industry jargon, product specs, and market trends, while preparing for a critical overseas contract.
“While preparing the contract… I would carefully write each email, worried that even a small mistake could have a major impact on the deal. But rather than finding the challenge difficult, I actually found it really enjoyable.”
Amid early conversations with a key client, Lim also took on an additional large-scale project for a wind tower. Her proactive mindset and curiosity played a major role in uncovering these overlapping opportunities.
Navigating Change with Agility
The wind power industry was shifting rapidly, with turbine manufacturers now directly involved in material sourcing. Lim noticed this change and took the initiative to learn everything she could by researching online, speaking with suppliers, and studying detailed industry reports.
During a flight to an international wind energy expo, Lim read through an 80-page report that helped her hold her own in conversations. One of the challenges she faced in securing orders was convincing clients of the firm’s competitiveness compared to long-established rivals, but she highlighted the firm’s product quality, delivery reliability, and price competitiveness to make her case.
Her effort led to a successful deal and repeat orders. From an initial contract, additional orders followed, and further negotiations are currently underway.
Sincerity Leads to New Opportunities
Lim’s communication skills were crucial during negotiations involving multiple stakeholders. She ensured both the client and her own company felt their needs were understood and respected. “I emphasized that entering this new market meant as much to us as it did to them. We need to succeed together.”
Late-night work due to time differences reminded her of previous experiences, and she focused on providing precise and fast responses. Her sincerity stood out, resulting in high ratings during a client-led factory quality certification, a key step toward an annual supply contract with a new client.
In addition, Lim proposed alternative sourcing options for European markets facing supply constraints, actively working to create solutions and add value beyond expectations.
Where the Wind Blows: From Onshore to Offshore
Wind power can be divided into onshore and offshore. While Lim’s client currently focuses only on onshore, she sees greater potential in the offshore wind market, which is expected to reach USD 1 trillion in value by 2040. The steel plates used for offshore wind turbines must be larger, more durable, and meet strict technical specifications, a challenge given that only a few steelmakers currently have the required technology. By finding practical ways to overcome these challenges, she is steadily breaking down the high entry barriers of the European wind power market.
Lim also sought out new leads. Despite months of unanswered emails, she personally traveled to Denmark to meet the sourcing manager of a global turbine company at an industry event and eventually secured contact details for representatives across regions.
“You have to take the first step. Our earlier success helped get attention, and now we’re expanding connections with major players.” Lim has upcoming visits across Europe already in the works, where she will continue to build momentum.
Stronger than a Comeback: A Full Restart
Despite her achievements, Lim admits that some people were worried when she embarked on a new challenge 20 years into her career, taking parental leave after giving birth to three children. “Raising my kids gave me time to reflect on my past,” Lim says, “I felt a strong desire for a new challenge and decided to give it a shot before I got older. Looking back, it was definitely the right decision.”
Managing intense work and parenting isn’t easy. Her father-in-law helps, but she also made intentional choices, including giving up home-cooked meals and house chores to focus on work and quality time with her children. “You can’t do everything perfectly,” says Lim, “I focus on what I can control.”
Her weekends are fully booked through the summer, with musicals, museum visits, and cheering at her kids’ events. Even if she sleeps in occasionally, she never misses a scheduled outing. “It takes time to rebuild confidence after a break from work. But over time, you get used to both parenting and work. It’s never too late to start.”
The Courage to Keep Moving Forward
Lim closed the interview by thanking her coworkers and team leaders for their trust and support through difficult assignments.
“As an ESFJ (a people-oriented and sociable personality based on the Myers-Briggs Type Indicator (MBTI)), I thrive on connection. I’m thankful to colleagues who talked with me, had lunch together, and sent friendly messages. That helped me adapt and do well.”
Lim’s story is one of resilience, a passion for learning, and taking bold actions. From mastering a new industry to building trust and balancing life at home, she proves that with sincerity and determination, transformation is possible. Her journey is not just inspiring; it’s also a blueprint for how to lead in times of change.
