Wei Shuangyan - Grok Global

Leadership Team

Wei Shuangyan

China Marketing Manager

“As a professional practitioner in the field of international education, it’s important to convey accurate information about foreign institutions to Chinese students and parents to help them make the right decision about their futures.”

Contact Wei Shuangyan

Shuangyan Wei joined Grok in 2011 as a Program Officer for a Canadian University to recruit students and promote their brand in China. In 2013, Shuangyan moved to Grok’smarketing services to help institutions use digital marketing in China to recruit international students. Her team serves more than 20 clients all over the globe to navigate, build and improve their digital presence in China. Shuangyan is proficient in operating Chinese social media platforms, content marketing, operating paid media campaigns, developing Chinese websites, and organizing events. She has worked in the study abroad industry for more than 10 years and is passionate about digital marketing for foreign institutions.

Get to know Shuangyan…

When did you join Grok?

Describe yourself in three words.
Independent, diligent, creative

What were you doing before working at Grok?
I worked in the China office of an American university as the marketing manager. I was responsible for making and implementing marketing strategy, PR management and promotional activities for recruitment. The detailed work involved preparing all the promotion materials used for recruitment in China market, designing Chinese brochures and posters, developing Chinese websites, and writing feature articles . In addition, I was in charge of contacting media for PR management.

What was your first job in education?
My first job in education was the manager of a 2+2 program in a private university in Beijing. I managed the program operation and ensure teaching quality of the program.

What does international education mean for you?
Working in international education field, I’ve learned to open my mind to foreign education systems, advanced teaching philosophies, and management methods. As a professional practitioner in the field of international education, it’s important to convey accurate information about foreign institutions to Chinese students and parents to help them make the right decision about their futures.

What is something interesting you have learned while working at Grok?
While working at Grok, I have learned many new effective techniques relevant to the WeChat platform which is the most popular social media channel in China.

What is one of the most satisfying outcomes you’ve helped a client to achieve?
We help our social media clients build online brands, improve and measure their online presence, and engage with students online. One of the most satisfying outcomes we’ve helped a client to achieve is that in one year we sourced two hundred high quality online leads via social media and about thirty of these converted to place holders successfully.

Why is it important for institutions to have a presence in China?
It is very important for institutions to have a local presence in China. Local professionals know what information local students and parents are eager to obtain from institutions, and they are the bridge between foreign institutions and local target students and parents. They get the latest and accurate information from the institutions and convey this to the China market through the most suitable language and channels. In addition, local professionals can better support recruitment and online promotion work.

What is your favourite movie/book?
My favourite book is Dear Andreas written by Long Yingtai. In this book the author talks about how she can communicate with her 18-year-old son. The reason that I like this book is that it inspires me to be a good mother and how to talk to my son as his friend.

What is your dream travel destination?
My dream travel destination is Iceland because I’d like to go there to see the stunning aurora.

What is your favourite food to eat with friends?
My favourite food to eat with friends is hotpot because it is for sharing and can make the atmosphere festive and jolly.

What is a quote or saying that has inspired you?
One sentence I always remember is: it is never too late to learn. In the world today, with the rapid development of science and technology, it is necessary to have the ability of lifelong learning.

What was your favourite subject at high school or university?
My favourite subject at high school was physics because the teacher was excellent and he inspired me to consider the reasons of many natural phenomenon. The highest score I obtained in my College Entrance Examination was physics. At university I Iiked English the most because I absorbed plenty of new information by reading English books written by well-known foreign authors.