Natalie Yanran Liu, CEIBS MBA Class of 2022
Age: 31
Hometown: Shanghai, China
Undergraduate Institution and Major: East China Normal University; majored in Tourism Management
Pre-MBA Work Experience (years, industry): Eight years and a half at Apple focusing on retail management
Why business school? Why now?
Kicking off my career with Apple right after college graduation was absolutely a blessing. The 8 years of experience in Apple unlocked my potentials and empowered me to build my leadership style. Everything in Apple is well structured and there are all kinds of resources available to secure my success. However, after staying in the same place for almost a decade, the stability made me feel insecure and curious: “What does it look like in the world outside of Apple? How can I further strengthen my competence if someday I need to face bigger challenges alone?” These questions kept me wondering, and I know the only way is to leave the safety net. On the other side, after I became Senior Manager and led a team size of over 100 employees, I started to have a stronger sense of
responsibility to get more perspective and exposure from various industries and understand how different business works before I go further.
During the past couple of years, the rise of digital marketing and the experiential retail evolution that occurs all around the industry brings both challenges and opportunities to retailers to think out of the box and build a strategic understanding of the business. An MBA has always been on my list as a crucial step for self-growth and career development. Many of my best mentors and friends went through MBA programs, from HBS to INSEAD to Kellogg. Their sharing about how the MBA program could bring transformational business acumen and perspective as well as life-long connections and friendships made me even more determined to pursue MBA study.
On the very last day of 2019, I eventually made up my mind to step out of the comfort zone to pursue my dream, as my new year resolution and the gift for my 30s. Steve Jobs once left Apple in 1985, then he founded Pixar, and NeXT before he came back to Apple in 1996. That experience made him an even greater business leader and eventually created the legend of Apple. As he said in the speech at Stanford: “Keep looking, don’t settle. You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever.” So I followed my heart.
Why CEIBS? What factors figured most prominently into your decision of where to attend?
To be honest it was quite an easy decision for me. My filters of consideration were: 1. Top ranking MBA program; 2. Ideally located in China. I have a strong belief that China is going to be at the center of global growth for the coming decades. I remembered that Apple’s former Retail SVP Angela Ahrendts once showed the McKinsey’s report about the economic power of cities mapping to retail leadership and emphasized the China market’s exceptional position to lead global growth. I am so sure that it is a good decision to stay in my home country and grasp the great opportunities. But passion alone is not enough.
The MBA program I was looking for has to provide a global perspective and exposure as well so that the mindset is not limited to local insights. All things considered, CEIBS immediately became the absolute best option. CEIBS is the #1 MBA in Asia and #5 MBA globally ranked by Financial Times, possesses exceptional academic strength, alumni networks, and reputation all around the world. Its “China Depth, Global Breadth” perfectly matched what I was looking for for my future development. Last but not least, when I was trying to connect with CEIBS faculties for my application, the approachability, thoughtfulness, and professionalism demonstrated truly impressed me a lot. Especially during this pandemic time, the faculty team shared much care and support to applicants and made thoughtful arrangements to ensure the applicants’ great experience with adequate resources and information. The more I got to know CEIBS, the more confident I was with my decision. Actually, I only applied for one MBA program, and it was CEIBS.
What do you think is your most valuable or differentiating contribution to the Class of 2022?
One of my differentiating contributions to the Class of 2022 is my leadership experience, including leading a team with diversity, driving excellent performance through building the team effectively and developing team members to be the better version of themselves. Many of my classmates are super talented and successful in their previous experience. I hope I can come in with my experience in leadership and add value to many of their existing individual contributors’ skillset.
Fun fact that didn’t get included on your application?
A fun fact of mine right now is that I have another thing in common with Steve Jobs: left Apple at the age of 30!
Post-MBA career interests?
Consumer goods and services or tech products, digital marketing, and experiential retail strategy function
Advice to current prospective applicants:
–One thing you would absolutely do again as part of your application process?
Reach out to more alumni, participate in campus visits, and other school activities to build more connections with these amazing people. Due to COVID-19, all my application process happened online and I wasn’t able to have enough chance to make a face-to-face connection.
–One thing you would change or do differently?
I would apply for CEIBS a couple of years earlier. It’s been inspirational on many levels so far with the people I’ve met and the experience I’m going through. I wish I would have the exposure to such a meaningful experience earlier in my career.
–Part you would have skipped if you could—and what helped you get through it?
I can’t think of anything. Every step of the application process made me reflect and more determined about my decision.
What is your initial impression of CEIBS’s students/culture/community?
The faculty, students ambassadors, alumni…everyone from CEIBS are sparing no effort to help with each other’s success. I immediately felt welcomed and cared for like a family member.
One thing you have learned about CEIBS that has surprised you?
I know the alumni system is strong at CEIBS, but when I see those who helped shape the business landscape in China coming back to school from time to time to provide mentorship to us, I felt truly honored and privileged to be part of CEIBS.
Thing you are most anxious about in your first year?
Time Management. CEIBS takes academic learning seriously and in the meantime, it provides so many meaningful events and initiatives. I need to carefully manage my time and set priorities to be productive and effective.
Thing you are most excited about in your first year?
Learning knowledge and making connections with world-class professors and classmates from different backgrounds. It helped me to shape my business acumen and brand understanding of the business rapidly and effectively.
