Recently, more Korean companies, particularly startups that have gone global or are planning to do so, are hiring foreign employees. Many developers or marketers work remotely from abroad, while others are employed directly in Korea. While this hiring approach brings numerous advantages, some leaders may have concerns about language barriers or cultural differences.

At CoBALT, we’ve had the opportunity to work with several foreign employees through our international internship program and full-time hiring. Today, we’d like to share an interview with Brenda, a Singaporean who is thriving as a global marketer at CoBALT.

Singaporean Marketer Brenda: Stepping Onto the Global Stage

“Joining CoBALT has been one of the most fortunate milestones in my life.”

About 20 months ago, Brenda, a passionate global marketer from Singapore, embarked on a new chapter in her life. Seeking not just stability but a company with potential to shine on the global stage, she crossed paths with CoBALT—a meeting she describes as serendipitous. After several conversations with CoBALT’s leadership, Brenda confidently joined the team as a global marketer.

What Drew Brenda to CoBALT

Brenda first learned about CoBALT while completing her master’s degree at Seoul National University.

“I’ve always been deeply interested in the intersection of technology and humanity, especially how AI interacts with psychology. Unlike many AI companies that focus solely on technological achievements, CoBALT was committed to designing human-centric solutions that are accessible to everyone. That vision deeply resonated with me.”

But it wasn’t just the company’s vision that captured her attention. She was equally impressed by the authentic leadership at CoBALT. “In a startup, leadership is everything. The trust and culture of care I experienced at CoBALT played a major role in my decision to join.”

Her Role in Singapore’s Market

As a key player in CoBALT’s global expansion, Brenda has been instrumental in introducing CoBALT’s vision to the Singaporean market.

“Singapore isn’t just a hub for Asia; it’s a business nexus connecting East and West. My focus is on understanding the unique characteristics of this market and ensuring CoBALT’s solution, REALIZER, resonates here.”

Brenda has particularly emphasized localization strategies for REALIZER, leveraging insights into how Singaporean businesses are data-driven and highly focused on networking and follow-ups.

Shining at SWITCH 2024

One of CoBALT’s proudest moments in its global expansion was its participation in SWITCH 2024, a major tech conference.

Brenda didn’t just attend the event; she proactively built relationships weeks in advance through LinkedIn, connecting with other participants and creating awareness for CoBALT. This groundwork paid off at the conference. “When people recognized me and initiated conversations, I knew all the preparation and effort had been worth it.”

Growth Through Challenges

Brenda describes global expansion as a constant challenge.

“The Korean market is highly localized and deliberate, while Singapore operates in a more straightforward and fast-paced manner. Navigating these differences has taught me that global expansion isn’t about imposing one way of doing things but finding common ground.”

Her Vision for the Future

Brenda’s journey is far from over. She envisions even greater milestones with CoBALT.

“I want REALIZER to become more than just a sales tool—I want it to be an essential asset for global businesses. It’s exciting to know I’m part of this journey, shaping the future alongside CoBALT.”

“True success in global business lies in understanding local cultures, drawing inspiration from them, and growing together. I’m thrilled about what’s to come with CoBALT.”

“As a startup leader, choosing the right team members is crucial, especially when preparing for global expansion. Whether it’s sharing long business trips or tackling challenges together, trust is key to overcoming communication barriers or misunderstandings. Working with Brenda has been an incredible experience, deepening our mutual understanding and trust. When asked about collaborating with foreign employees, I always recommend it, particularly for those aiming for global growth. It offers fresh perspectives and insights and provides invaluable support during international ventures.”

– Stella Kim, Vice President of CoBALT