Olly Liu (IMC21)

Customer Experience at DJI Technology

Tell us about your career path. How did you get where you are today?

I worked in several different jobs after graduating from undergrad, such as teaching, digital marketing, and consulting. I really liked what I did in digital marketing because not only did I get to use some creative ideas and turn them into products and advertising campaigns, but I could also use data to make rational decisions and predict trends. That led me to pursue IMC and Medill.

What are your main responsibilities in your current role?

My primary responsibilities are using consumer insights and operating data to find areas to improve our after-sales customer experience. That includes customer satisfaction with our services, managing our customer service team, improving our after-sales policies and strategies, etc. My other responsibilities are New Product Launching in North America and event organization (such as NAB in Vegas and IFA in Berlin.)

How did the Medill Integrated Marketing Communications Full-Time program prepare you for your career?

A lot! Many concepts and ideas I learned from consumer insights and data classes directly translated to my day-to-day work at DJI. IMC helped me to think strategically in aligning communication efforts with business objectives. Also, the Immersion Quarter with industry exposure prepared me to understand the real-world application of the skills we’ve learned in classes.

What did you do during Immersion Quarter?

I was working as a marketing data analyst for Anheuser-Busch, a prominent American brewing company. My day-to-day job was to analyze the market and previous campaign data to present a marketing plan for the upcoming campaigns. It was a little hard for me initially because during COVID, I was the only member in China, and we had to work around the clock so communication was tough. However, we were able to work as a team and break through the differences.

What is a class or experience that sticks out in your mind and why?

The class experience that sticks out to me was making startup ideas in our leadership class. I remember we had to develop a brand-new idea and pitch it to the investors. It is like working for your startup because you are working with your college friends in an apartment, trying to convince others to invest in you.

How can your industry be more inclusive and representative of society?

I work in the tech industry, and one of the things the tech industry does pretty well is providing an inclusive workplace culture. Because many people are already from different countries and backgrounds, the company is always willing to promote an environment where we can freely express our opinions and ideas. However, we can do a better job in representation in leadership and education/training. Companies could spend more effort in training, mentorship etc., to foster a good representation within the company.

How have your identities influenced the way you navigate your professional career?

I am from China and I currently work for a Chinese company. Understanding Chinese and American culture helps me in my job, and it is really important to have both perspectives in my professional career.

What advice would you give to someone considering the Medill Integrated Marketing Communications Full-Time program?

I’d say the first thing is that you will enjoy the campus! Evanston and Chicago are some of the best cities in the US, and everyone in the Northwest is so lovely! Northwestern's campus is one of the most beautiful campuses out there. But if you also like creativity and data, IMC is the way to go! Not only will you meet great people with minds alike, but the marketing industry is also shifting increasingly about tech, such as AI, deep fake, ARVR, etc. The IMC program is the perfect balance to train your creative thoughts into practical business scenarios. Like what they tell you in class, what is the most essential thing in marketing? The customer! Medill puts “customers” first all the time.