International student recruitment has been a challenging segment in the student recruitment space. And 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 Net 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 a China Marketing and Media Strategist based in Brighton, UK. Yushan is here to share with us what an average working day looks like for him and tell us a little bit more about life here at Net Natives.
So Yushan, tell us a bit about your background… What brought you to Net Natives?
I have been working in the Sino-British education industry 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 Net Natives, I could offer my expertise and insights to not only UK clients, but also North America and other European countries.
Unlike other marketing agencies, we focus solely on student marketing here. And it perfectly aligns with my past experience and career goals. The level of technology adoption is also an important attraction to me.
What are you looking forward to achieving at Net Natives?
I look forward to bringing my marketing and communication skills to the next level. And we hope to become the most recognized Chinese student specialist marketing agency in Europe!
Could you tell us what a typical day at Net Natives looks like for you?
Mornings are usually the busiest, as these are the only valuable times I can communicate with oue China-based team in real-time. I try not to plan anything for the first half of the mornings, creating enough time to respond to our China team's input and discussing campaigns. When it comes to late morning and afternoon, I gradually enter the 'Zen Mode' and finish my to-do list one by one - client service, research, project management, meetings and training... Before the day ends I review what has been achieved, and plan for tomorrowing and leaving feedback for the China team.
Is there a part of your role that you find the most fulfilling?
With universities busy developing comprehensive re-opening policies and making sure students and prospects are always up-to-date, our marketing strategy has had to become more agile to accommodate clients' dynamic needs in messaging. During this 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 Net Natives Brighton?
I joined the Net Natives after the during the Covid-19 pandemic and I have only visited the office once on the day of my interview, so I can't really describe the office life there... However, there are two things I'm 100% certain: Number one - there are countless amazing food shops near the office (which make me worry about my weight) and number two - although the team can'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 and 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... The first episode should be a compilation of seagull raiding passenger’s food.
And if you could describe yourself in three words, what would those words be?