In December 2018, I began my 21-hour journey from Boston to Singapore to embark on a two-year international assignment. Until this point, my career had been built on corporate communications roles, working at my company’s U.S. headquarters.
In my new role, I would be responsible for building the company’s reputation through digital media in Asia Pacific (APAC), including Australia, China, India, Indonesia, Japan, Korea, Malaysia, The Philippines, Singapore, Taiwan, Thailand and Vietnam.
In APAC, I spent a lot of time listening and learning to get a full understanding of the current online activities that were either diluting, damaging or improving the company’s reputation in each country. From there, it was my job to identify how to harmonize digital content creation and optimize social media channels to drive consistency in alignment with global brand principles.
This experience has changed the way I view communications in three ways: