GBA Series | Joanna Ma (MScMKT 2017): Navigating a High-flying Life in GBA with a Proactive Attitude
Fierce competition has always been part of career development, but Joanna Ma (MScMKT 2017) is determined to meet challenges head-on as she charts her own course.
To Joanna, the Greater Bay Area (GBA) is a cradle in many senses: she was born and raised in the region; her academic and professional backgrounds are also tied to the place she calls home. The entrepreneurial atmosphere of the GBA strikes a chord with Joanna, whose proactive attitude and “restless soul” led her to an intrepid enterprise in the business world when she was a student. “I was studying an undergraduate programme in Guangzhou when I swam with the tide of the burgeoning local market and struck gold with my own business as a retail consultant. The winning streak continued as I went on to hone my skills in entrepreneurship competitions.” These trailblazing experiences earned her a ticket to Procter & Gamble (P&G), the veritable boot camp in the fast-moving consumer goods sector where she cut her teeth on marketing. Since then, she has gone a long way from a novice marketer to a public relations professional and then a project manager at Tencent. With her hands-on experiences and academic exposure at CUHK Business School, she is now poised to tap into the market potential in the wake of AI maturity.
“Walk the Talk” in Crafting Possibilities
Despite her entrepreneurial experience, Joanna was not without hesitation in the face of tough times at the start of her career life. Looking back, she maintains that the best way to approach a challenge is to meet it head-on. “For example, the quickest way to get familiar with the unfamiliar is through discussions with seasoned colleagues, instead of treading water. By proactively seeking to inform yourself of the situation, you can navigate adversities and changes,” Joanna enthuses.
This proactive approach of “walking the talk”, in Joanna’s eyes, is the credo that penetrates into every aspect of life in the GBA. “Many of my colleagues, despite the demanding work pace, actively explore new possibilities in their personal lives. For instance, they organise group-buying initiatives or become social media influencers, keeping up with the latest trends in the market. Their explorations bring more vitality and a sense of freshness to my life, and I am increasingly drawn to the ‘can-do’ spirit of the GBA.”
The Joy of Creation
While the short lifespan of fast-moving consumer goods (FMCG) and internet products often leaves marketers bewildered, Joanna is elated by the idea of creating something from scratch. She fondly recalls her tenure with P&G when she was entrusted with the task of spearheading a groundbreaking membership programme that unified multiple brands on the Tmall platform, just a few months before the Double 11 Shopping Festival. Today, similar membership systems on Tmall have been emulated by numerous brands. It was satisfying to lead a radical change in the market, Joanna says.
Today, Joanna puts on the hat of a project manager. Although she is yet to establish herself in the top management, she strives to chart the uncharted territory. As a typical “adventurer”, she has high regard for those entrepreneurs with a vision and a keen eye for emerging trends. “I, too, keep a watchful eye on the development potential of the GBA as I grow my reservoir of knowledge in my current position, with a view to prospecting for a brighter future.”
Making the Most of Campus Life
Joanna reminisces about her time studying at CUHK Business School, describing it as a nourishing period for her soul. In addition to gaining diverse academic insights, she was surrounded by fellow classmates who were exceptional individuals, constantly inspiring one another. She was particularly impressed by the practical approach of incorporating real-life case studies into the curriculum. “Interpreting various practical cases provided me with new perspectives and made me realize the high applicability and allure of academic studies,” she reflects. Joanna is also thankful to her tutors for acting as a beacon in her career pursuit by sharing their knowledge and perspicacity.
Joanna, graduate of the CUHK Business School’s MSc in Marketing programme, proudly donning her graduation gown