Empowering Leadership and Brewing Passion: Aurielle’s Dual Journey
Introduction
In today’s dynamic world of education and entrepreneurship, true inspiration often emerges from balancing diverse roles and passions. Aurielle, a standout student at I-Shou, exemplifies this spirit through her leadership in the Prospective Marketing Team and her part-time work as a barista in Taiwan. Her journey weaves together the art of strategic marketing with the craft of brewing the perfect cup of coffee—a blend that fuels her personal and professional growth.
"Academics are important, but extracurriculars help you apply what you learn in real-world situations."
Leading a Diverse Marketing Force
Aurielle’s role as the coordinator for the Prospective Marketing Team has her overseeing a network of teams spanning Indonesia, Thailand, the Philippines, Vietnam, and a global division. In an environment where every team speaks a different cultural language—both literally and metaphorically—she has mastered the art of leadership through clear communication and objective evaluation.
“My duties consist of monitoring the prospective marketing team activities (Indo team, Thai team, Philippines team, Viet team, Global team) by checking the content they produce as well as giving feedback on their content. I also review their proposals alongside the OICA representative of marketing.”
This responsibility not only requires technical oversight but also demands a deep sensitivity to the cultural nuances that define each team’s target audience. Aurielle candidly describes one of her biggest challenges:
“I would say the biggest challenge is cultural bias. Since I am Indonesian myself, I find it less challenging to monitor and evaluate the work done by the Indonesian marketing team… For other teams, I sometimes just use Google Translate to translate any written content to English for me to evaluate. Besides that, I try to evaluate the teams from a more objective point of view, focusing on quality (check for audio and image quality), clarity, as well as punctuality.”
Her innovative solutions—using translation tools and adopting an objective perspective—demonstrate that effective leadership in a multicultural setting often means embracing technology and remaining adaptable.
Beyond the day-to-day challenges, Aurielle finds pride in projects that spotlight the diverse talents of ISU students. One project, in particular, featured speakers from a TEDx event, resonating not only within the marketing realm but also within the broader ISU community. Reflecting on this highlight, she notes:
“I would probably say it is content featuring the speakers from TEDx. In the previous TEDx event, there were speakers from Indonesia and the Philippines… I also really adore the global team’s ‘ISU Students’ Stories’ series. Content like these showcase how ISU is capable of having a pool of geniuses and talented learners.”
This project encapsulated the power of storytelling—not only as a marketing tool but as a means to instill pride and unity among peers. It’s a reminder that effective leadership is about celebrating collective successes and inspiring continuous improvement.
Brewing Creativity and Customer Connection
Aurielle’s passion for coffee is more than a mere interest—it’s an avenue for creative expression and personal fulfillment. Working as a barista at a coffee shop in Taiwan, she found a space to blend her love for the craft with real-world customer service.
“This might be a simple answer but I just simply love to make coffee. I’ve always wanted to open my own cafe. At one point I volunteered to be in the ITH Department’s Yum Cafe as a barista… When I took the Coffee Industry elective course provided by the ITH department, my passion grew exponentially since it was my introduction to specialty coffee and it reminded me how fun it is to brew coffee.”
Her role in the coffee shop goes beyond preparing drinks; it’s about creating memorable experiences. One particular interaction still resonates with her—a moment where she not only helped a customer in need but witnessed his professional transformation:
“There were times where I brewed coffee for customers to let them taste test it and whenever they complimented it or even ended up buying the beans, it made me overjoyed. However, one particular interaction stood out… A customer once told me he was preparing for an interview for a chef position… About a month later, I ran into him again—this time as a chef on break.”
This memorable encounter highlights how small moments can have a lasting impact, reinforcing the idea that customer service is as much about personal connections as it is about transactions.
Working in Taiwan has also broadened her cultural perspective, teaching her that excellence lies in the details:
“As an IBA student, hospitality isn’t exactly my field of study. So there were a lot of small details I was not aware of initially… Most of my customers are Taiwanese, so I was forced to speak more Chinese, and my speaking and listening skills improved a lot.”
Such experiences have enriched her understanding of different consumer preferences and business practices, adding another layer of expertise to her role in the marketing team.
Merging Two Worlds: Transferable Lessons
The dual roles of leading a marketing team and serving coffee might seem worlds apart, yet for Aurielle, the skills overlap beautifully. Her time at the coffee shop has honed her ability to multitask, manage time efficiently, and communicate effectively—skills that seamlessly transfer to her leadership responsibilities:
“Definitely multitasking. Handling multiple orders, sometimes alone, taught me how to manage my tasks and time efficiently… Producing short-form video content for our cafe once a month has sharpened my marketing skills—skills I can transfer directly to my role as a coordinator of the marketing team.”
This synthesis of experiences illustrates that no matter where one is—from a bustling café to a diverse marketing team—adaptability and effective communication remain at the heart of success.
Beyond the Interview: Broader Reflections
Aurielle’s journey is a vivid reminder that leadership and passion are not confined to a single role or industry. They are cultivated through varied experiences, from navigating cultural differences in a global team to creating personal connections over a shared love for coffee. Her story serves as an inspiration for those who dare to step out of their comfort zones and blend multiple passions into a cohesive, fulfilling career.
Her journey also reflects broader trends in today’s work environment, where cross-functional skills and cultural fluency are more valuable than ever. Whether you’re leading a team or brewing a perfect cup of coffee, the commitment to excellence, continuous learning, and genuine connection can transform every challenge into an opportunity for growth.
Conclusion
Aurielle’s experiences at I-Shou remind us that true leadership is not just about managing tasks—it’s about inspiring others, embracing cultural diversity, and finding passion in every detail of life. Her dual journey, from spearheading a multicultural marketing team to creating meaningful customer experiences at a coffee shop, offers a blueprint for aspiring leaders everywhere.
