International student recruitment has been a challenging segment in the student recruitment space, especially in China where students have been greatly affected by the global political climate. That’s why we thought it’s a great time to shine some light on our exceptional China marketing team at Natives who are responsible for overseeing our marketing strategy in China and provide the best solutions to accommodate our clients' dynamic needs. Yushan Luo is the China Marketing and Media strategist based in Brighton, England. Yushan is here to share with us his day-to-day and tell us a little bit more about his life here at Natives.
So, tell us a bit about your background… What brought you to Natives?
I have been working in the Sino-British education businesses after completing my master’s degree in the UK. It has always been my ambition and strength to bridge the cultural and lingual gaps between the two countries. But with Natives, I could offer my expertise and insights to not only UK clients but also clients from North America and other European countries. Moreover, unlike other marketing agencies, we devote all the effort to student marketing, and it perfectly aligns with my past experience and career goal to join a reputable agency in the student specialist marketing group. The level of technology adoption is also an important attraction to me!
What are you looking forward to achieving at Natives?
On a personal level, I look forward to bringing my marketing and communication skills to the next level and further. On the China business level, we hope to become the most recognized Chinese student specialist marketing agency in Europe!
Could you tell us what a typical day at Natives looks like for you?
Mornings are usually the busiest throughout most days, as these are the only valuable times I could communicate with the China-based team in real-time. I try not to plan anything for the first half of the mornings to create enough time for responding to our China team's input and discuss the next steps. When it comes to the late morning and afternoon, I would gradually enter the 'Zen Mode' and finish what I planned one by one - client service, research, project management, meetings and training... Before the day ends I would review what has been achieved that day, plan what to be achieved the next day and leave feedback to the China team.
Is there a part of your role that you find the most fulfilling?
With the universities busy developing comprehensive re-opening policies and making sure the students and prospects are always up-to-date, our marketing strategy has to be even more agile to accommodate clients' dynamic needs in messaging. During this particular period, I found it most fulfilling every time our team promptly worked out the best way to adapt to emerging situations with clients and ensure the messages reached targeted audiences in time.
How would you describe the office life in Natives Brighton HQ?
I joined the Natives after the COVID outbreak, and I have only visited the HQ once on the interview day. So I can't really describe the office life there... However, there are two things I'm 100% certain: 1. There are countless amazing food shops near the office, which makes me worried about my weight!! 2. Although the team couldn't work physically together for the time being, we have managed to maintain a high level of communication efficiency.
Do you have a 'proudest moment' in your career to date?
I once visited a Tier 4 city in China (Qian An) to present and promote British summer camps. Although not many of the local families could afford it, I had the valuable opportunity to talk with the students and parents and discuss the distinctions between China and UK education face to face. I was proud to have motivated the kids, based on my own experience, to study harder and aim for an international study experience to broaden horizons. And it was touching to see their eyes with curiosity and hopefulness. Such an experience also made me realize that the gap between UK & China is much greater than my previous perception, which made me even prouder and more determined in the role I'm playing.
What do you get up to outside of work?
I feel Brighton is too beautiful to be enjoyed alone, and that's why I have been learning filming and photography outside of work. I have even mapped out the plans to become a local vlogger haha! (The first episode should be a compilation of seagull raiding passenger’s food.)
I found it most fulfilling every time our team promptly worked out the best way to adapt to the emerging situations with clients and ensure the messages reached targeted audiences in time.
Okay Yushan, we have a quickfire round for you now...
Cat or dog?
Night in or night out?
What’s your favorite food to eat?
Beef noodle with a ton of chili oil and a tea egg!
If you were President for a day, what’s the first thing you would do?
Free delivery should be written in the law please!
What song can you listen on repeat?
Godzilla - Eminem
What is the most common assumption people have of you when they first meet you?
If you were a character in a book, which character would you be?
Bruce Wayne, Tony Stark, Clark Kent, Peter Parker… I’m not picky.
Who would play you in a movie about your life?
This is a tough one… early-stage Chris Gardner from The Pursuit of Happiness?
The best advice you ever received?
“Haters are a good problem to have. Nobody hates the good ones. They hate the great ones.” --- Kobe Bryant
Describe yourself in three words:
Foodie, petrolhead, technology enthusiast
And that's all from Yushan, for now. Keep posted for the next edition of our Brilliant People series next month. Until then, for even more insight, inspiration and a sneak peek behind the scenes at Net Natives, sign up to our Think Student newsletter.