Southeast Asia Marketing Manager
Julie Hsu joined Grok in 2020 as Southeast Asia Marketing Manager based in Kuala Lumpur. She has over ten years of experience working in Southeast Asia in higher education roles and the K-12 schools sector. Previously she worked as the Regional Manager for the University of Western Australia and as Business Development Manager for ESSEC Business School, focusing on SEA student recruitment. Prior to higher education, her positions in K-12 schools included Head of Marketing and Admissions and Head of the Chinese department. With her strong background in Marketing and International Student recruitment, Julie supports clients in developing brand awareness, creating localised marketing strategies, and executing digital marketing activities to lead to recruitment success.
Get to know Julie…
When did you join Grok?
I joined Grok in April 2020
Describe yourself in three words.
Proactive, Dynamic, Trustworthy
What were you doing before working at Grok?
Previously I worked as the Regional Manager for the University of Western Australia and as Business Development Manager for ESSEC Business School focusing on student recruitment across the Southeast Asia region. Prior to the higher education industry, I served in K-12 schools as Head of Marketing and Admissions as well as Head of the Chinese department. My passion for the education industry has motivated me to explore and work with a wide range of institutions, which I enjoy dearly and find it extremely meaningful and rewarding.
What was your first job in education?
I was a Mandarin teacher at Tanglin Trust School in Singapore.
What does international education mean for you?
International education brings opportunities to students across the globe and facilitates the formation of the global village – students receive not only a high quality of education but also learn teamwork, and collaborate with people from diverse backgrounds; no matter the colour of the skin and the origins.
What is something interesting you have learned while working at Grok?
I have learnt to be creative and open-minded at work – always exploring new solutions for our clients to stand out from the crowd!
What is one of the most satisfying outcomes you’ve helped a client to achieve?
I am most proud of providing valuable market insights to support clients in achieving their marketing goals. In one of the Southeast Asia projects, I served a client running digital campaigns in two countries where the students and parents behaviour varied and it was critical to design localised messaging. During the project, the client approached me for further advice in exploring a third country and its potential. With the market knowledge I have across the region, I provided relevant market insights, identified the value proposition of the institution and proposed strategies to reach out to their target students.
Why is it important for institutions to have a presence in Asia?
China and Southeast Asia are part of the global community in which institutions cannot forget when offering International Education. With a presence in China and SE Asia, either physically with a university representative or digitally through online channels; institutions will be able to build brand awareness, reach out to targeted students in the region, gain local market insights and eventually lead to recruitment success.
What is your favourite movie?
Disney movie – Mulan
What is your dream travel destination? Why?
Finland – to see the northern lights and stay in a glass igloo!
What is your favourite food to eat with friends?
Authentic Italian pizza for sure!
What is something you’ve learned from somebody inspirational?
I find this quote from Roald Dahl inspirational – “somewhere inside all of us is the power to change the world.”