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May 31, 2020

In this episode of the Millennials in China podcast we interview Cherlene Ye, a Dutch digital marketer in Shanghai. Cherlene first arrived in China in 2013 to take Chinese language classes at Jiaotong University, and then opted to stay after finding a job in her field, digital marketing. Now, she is the Director of Marketing at iTalki, a rapidly growing online language learning app serving users across the world, and Cherlene shares her thoughts on being a young professional in China and how rewarding it can be.

Show Notes:

  • Cherlene introduces herself and how she decided to come to China, initially for a temporary Chinese language course.
  • Cherlene talks about what made her decide to get into digital marketing, despite her formal education being more focused on traditional marketing and PR.
  • The importance of having a long term outlook and thinking strategically to position yourself for the future.
  • What is digital marketing exactly, and how is it different to work on both the client side and the agency side.
  • The differences between doing digital marketing to a Western audience vs a Chinese audience - different tools, different consumer psychology, different everything!
  • Is it easy for a digital marketer who is used to the Western methods to adapt to marketing to a Chinese audience?
  • What does her company iTalki do, and how it’s well placed for the digital age.
  • Some advice for aspiring young professionals who are looking at China for opportunities.


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