Soren started as a research scientist, was a NASA graduate research fellow, and worked for multiple Internet startups before co-founding Working Planet in 2003. Working Planet helps companies remove risk and increase profitability through efficient paid online advertising. At Working Planet, Soren lives at the three-way intersection of digital advertising, data analysis, and business finance. The 22-person Providence-based firm uses custom data integration and statistical modeling in managing paid search, content, display, social media, and re-targeting ad campaigns.
In 2012, Soren was an inaugural Rhode Island Innovation Fellow, receiving a $300k three-year grant to create a retail brand creation and growth program using data-driven online marketing in a reverse "clicks-to-bricks" approach. The Retail Project has launched three national retail brands online and is currently developing their fourth brand.