Today we’d like to introduce you to Cheryl Lee
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
As a first-generation Asian American immigrant from Taiwan, my story starts with my family – my father was a military general and my mother was an elementary school teacher. One might assume that with a military background, my upbringing was very strict and conservative, but it was actually quite the opposite. My father is very open-minded, and the life of the party. He taught us to have a positive, optimistic outlook on life, which in turn shaped who I am today. My mother was an elementary school teacher, whose work embodied kindness and generosity. I attribute my passion, curiosity and courage to my father and mother’s influence.
I did not have any plans to come to the U.S. until my senior year of undergraduate studies. I arrived at the University of Southern California (Fight On!) to pursue my master’s with a single-minded vision: to advance my academic achievements and broaden my career opportunities. I was ambitious and driven, but little did I know that this decision would be a permanent move.
I was fortunate to get started working in the multicultural market at a boutique PR agency that specialized in luxury Japanese cosmetic brands, such as Shiseido. That was 20 years ago, and it opened up the world of multicultural marketing to me. Here, my bilingual, bicultural background was an advantage rather than a disadvantage. In the two decades since I began working in multicultural marketing, the field has grown and expanded. Over the last five to 10 years, multicultural marketing has shifted the narrative to emphasize diversity, inclusion and equity. We are not just doing marketing; we are representing people and celebrating our identity.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Transitioning from an international student to a working professional in the U.S. had some added challenges — getting a working permit, visa, green card and everything else immigrating and eventually becoming a U.S. citizen entails. I was the only one in my family living in Los Angeles, so building my network was a priority. It sounds hard, but I found that people are willing to help.
Advancing my career as a leader, especially as a woman, has presented unique challenges. Female leaders who are assertive are often perceived as overly demanding and difficult. Striking the right balance between assertiveness and approachability is a constant challenge. You cannot dismiss these perceptions however, because they can influence professional relationships and opportunities. If colleagues find you hard to work with, they will be less inclined to collaborate. As a female senior leader, it is crucial to be intentional about how you present yourself and navigate these dynamics.
I have collaborated intimately with mentors and executive coaches over the years, all of whom have provided invaluable guidance in my decision-making process and broadened my perspectives in my role as a female creative industry leader.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I began my career as a junior staff member two decades ago, and over the years, I have had the privilege of working across various disciplines within the marketing field. The first decade of my career was dedicated to client management. During this period, I collaborated closely with my team, which allowed me to enhance my business acumen and expand my skill set.
I now work for Intertrend Communications under the leadership of CEO Julia Huang. Her background is particularly inspiring to me — as a female entrepreneur born in Taiwan, her journey in founding the company exemplifies courage and bravery. I admire her as a fellow Taiwanese woman who moved here to create her own destiny and leave a lasting legacy. Working under Julia has taught me the importance of boldness and risk-taking. Constantly playing it safe and making decisions based solely on familiar knowledge can limit personal and business growth. In order to grow you need to make a change, and to make a change, you need to do things differently. Taking calculated risks in business and in life can be beneficial because you might get something out of it you never anticipated.
After developing skills in account services and client management, I transitioned to the strategy side of the business. For the past seven years, I have proudly led Intertrend’s media team. This ability to move across different areas allowed me to avoid being confined to a single discipline.
Last year marked a pivotal year in which our media and analytics team at Intertrend experienced significant progress and transformation. I took on a new role to cultivate and strengthen relationships among our team, reintroduced our shared vision and goals, and worked to foster trust and respect within the group. Balancing the demands of innovation with realistic expectations, helped me to embrace risk-taking as a pathway to learning and growth. I’ve also discarded the fear of the unknown, which paradoxically can fuel creativity and lead to distinctive solutions. By championing this belief, I’ve implemented processes with a new outlook, distinctively setting my approach apart
One of the most successful people on the planet, Jeff Bezos, has a business outlook that deeply resonates with me about “staying in Day 1.” Despite my 20 years at Intertrend, I aim to approach each day with the freshness and enthusiasm of Day 1. Why? Because the media landscape is ever-changing. Fortunately, my diverse experiences have given me the agility and humility required to continually adapt and learn. I am proud to work at a wonderful company, Intertrend, and to serve great clients. I have had the honor of being involved in some of our top award-winning campaigns, such as the ANA Multicultural Excellence Award for JPMorgan Chase, and the Effie Awards for Toyota. Recognition from both the industry and my peers is truly gratifying.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
Given that so much of my work is business and marketing centric, many are surprised to find out that my undergraduate degree is in fine arts. In college I was in a production of Shakespeare’s A Midsummer Night’s Dream. The entire theater experience from the audition to the final performance was rewarding and a great learning experience. On one particular show night, my best friends all came to support me, and provided unsolicited feedback, saying, “Cheryl, I think acting is not your strong suit.” That was feedback I needed but didn’t want to hear! Through this experience, I learned that acting is challenging because it requires suppressing one’s own identity to fully embody a character. But it helped me sharpen and refine my storytelling skills. In the marketing industry, presenting to a client is like a performance. We spend hours, and months sometimes, preparing for a 60-minute meeting in front of a client. I am not merely selling a product; I am selling an idea and effective storytelling is indispensable in this process.
I am currently on the board of directors of the Asian American Advertising Federation (3AF) and served as the 2024 conference program committee chair and was 2021-2024 sponsorship committee chair. Most recently, I was proud to be a final judge for the Effie Multicultural Awards in 2024 as well as 2023.
My engagement with organizations like 3AF and the Alliance for Inclusive Multicultural Marketing (AIMM) has been pivotal to maintaining my visibility at multicultural marketing seminars and conferences, representing Intertrend and amplifying the importance of multicultural Asian American marketing’s role. Attaining this level of achievement was not the work of a single year; it’s the culmination of years of commitment and effort, making 2023 a landmark year for me.
I believe wholeheartedly Intertrend is a trailblazer, leading the way in redefining traditional multicultural marketing. We extend our focus beyond just language, mirroring the surge of Asian culture in television, film, and music. We challenge conventional norms in marketing and advertising by questioning why we shouldn’t push these boundaries, too. As we continue to grow, I am convinced that more brands will proudly recognize, embrace, and benefit from the Asian American segment.
Lastly, under our CEO’s leadership, “Make Noise Today” is one of our company’s major highlights. This educational program elevates AAPI youth through storytelling. I am proud to be part of a company that prioritizes those initiatives. At Intertrend, we are dedicated to fulfilling our commitment to the multicultural Asian American community. While profitability is important, we also emphasize thought leadership and our broader mission. Programs like “Make Noise Today” exemplify our dedication beyond just client work, showcasing our commitment to making a positive impact.
Contact Info:
- Website: https://www.intertrend.com
- Instagram: https://www.instagram.com/cherylee0914/?hl=en
- Twitter: https://x.com/cheryl_lee?lang=en
