Who is Anda She appears relaxed, happy to talk despite the tiring rounds of interviews. She talks with contagious calm and emotion. We could think that all of this, together with the rest of her personality, is what led her to the Regional Marketing Management for Latin America in Duolingo.
In an interview for 24 HOURSin the middle of a noisy and crowded room, says that she used to work for the agency that did all the social media communication for the American platform. In other words, she was already familiar, to a certain extent, with the way of working.
“I am dedicated to promoting Duolingo throughout Latin America in every way possible. If you tell me: “Kim, we have to put on the Duo suit and go out for a run in the street”, I will put it on.“He says, referring to his activities as the leader of this essential area in the company. He manages the networks, maintains constant communication with the media and is in charge of the campaigns that run in Latam. “It is a very complete job,” he confessed, “and very big, but I love it.”
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His area of work is responsible for not only being up to date, but also being up to date with each and every trend. He says that the key is, essentially, in Surround yourself with people with the talent to do itcombined, of course, with the work carried out by the agencies they work with, since they have managed to create a truly unbeatable synergy.
Asked about how people view Duolingo with more or less seriousness and familiarity, he said that it has been difficult to change people’s mindset about how to view the brand, since it is something dynamic, fun, full of colors, with characters and a different experience. And that scares or makes people who don’t know what it’s about doubt.
However, the strategies they apply are successful thanks to the huge research team behind them. And what concludes this work cycle? The communication that Kim leads and works with his team. This is how he has found that there are more reasons than work and study to want to learn another language.There are people who learn because they fell in love, through a dating app, with someone who lives on the other side of the world. Or simply a grandmother or grandfather who wants to learn another language because their grandchild was born in another country,” he added. The key to everything? Understanding and comprehension of people and users.
Speaking about the brand identity, we had to look at Duolingo’s particular alert, the one that reminds all users that they have to do the lesson of the day. “That idea was part of the global marketing team at the very beginning. The truth is that it was a wonderful idea”, he confesses, “(because) from there it has developed much more than what we have done. We realized that we all hate notifications, especially about things that are not important or urgent at that moment. So, we asked ourselves: “how can we get people out of that mental train of everyday work, life, family and give them a moment of surprise or fun?” […] “That’s how we started to develop the idea of notifications,” he says.
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Finally, we had to talk about the way Kim manages her social media, and how she copes with the idea that, as the person in charge of such an important task, she should be this way or that. But she thinks it is due to the culture of the company itself and, of course, her very authentic personality.I think my personality, because that’s the person I am, and we all have different facets of who we are. […]we all have different ways of expressing ourselves, and I think that if I worked for another company it wouldn’t be as easy for me to do it as I do every day, where I’m still myself and I keep writing what comes to mind in the strangest ways in the world,” she said. And she recalled that, just like her, Luis, the company’s CEO, shares that personality on his social networks. In other words, it’s all pure identity.
“You will see that (transparency) with Duolingo in everything we do as a brand. We are a highly transparent brand: when something goes wrong, when something doesn’t go well, we are the first to recognize it. […]I think that’s what allows me to continue being myself on my networks: the fact that everyone at Duolingo is like this“, he concluded.
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2024-08-22 15:03:31