Taiwan, UCLA-NUS EMBA (Class of 2024/2025)
Shannon Pu
Managing Director
Shangs Communications
From Regional Influence to Global Leadership: How Shannon Pu is Redefining Brand Strategy
For Shannon Pu, leadership has always been about expanding possibilities—for brands, businesses, and herself. As Managing Director of Shangs Communications, she has spent years advising international technology and lifestyle brands, shaping corporate narratives, and driving strategic partnerships. But after over a decade of success, she asked, “What’s next?”
“Both of my companies had crossed the 10-year milestone, and I felt it was time to expand beyond Taiwan and take on the world stage,” she says. “I wanted to break free from familiar boundaries and embrace new challenges. I’ve always believed that growth happens outside your comfort zone, and this felt like the right moment to take that leap.”
She chose the UCLA-NUS Executive MBA because it offered the best of both worlds—Eastern and Western business perspectives. But for Shannon, it wasn’t just about business. It was about challenging herself, understanding global market dynamics, and confidently leading cross-cultural teams.
In her words, “I was ready to evolve from a regional influencer to a global thought leader in corporate communications and brand strategy.”
The experience gave her a broader perspective on leadership, equipping her with the tools to navigate complex international markets and build global brand strategies.
Strengthening Brand Strategy with Business Acumen
With over 25 years in corporate communications, Shannon had already mastered the art of storytelling, brand positioning, and strategic counsel. But she knew that to stay ahead, she needed to think beyond marketing and communications. “It’s easy to get comfortable with what you already know, but I’ve always believed in pushing boundaries,” she explains.
The UCLA-NUS EMBA became the bridge between her expertise in strategic communications and high-level business strategy. She learned to integrate data analytics, financial insights, and market forecasting into her approach, ensuring that brand storytelling was compelling yet culturally relevant and globally resonant.
“This approach changed how I craft brand narratives—not just making them engaging, but ensuring they are backed by data and aligned with broader business objectives.”
Beyond the coursework, working with peers from diverse industries changed how she solves problems and makes decisions. “This wasn’t just about learning new strategies—it was about learning new ways to think,” she says. “The exposure to different perspectives helped me refine communication strategies that balance strategic vision with cultural sensitivity.”
This shift expanded her influence, taking her from being a brand and communications expert to a strategic advisor in boardroom discussions.
A Global Network That Redefines Leadership
For Shannon, one of the most valuable aspects of the UCLA-NUS EMBA was its global nature. Sitting alongside peers from over 20 countries, she was constantly exposed to new business philosophies, leadership styles, and market insights.
“The dual-degree structure gave me access to both Eastern and Western perspectives, helping me understand global market dynamics holistically,” she explains.
But beyond the classroom, the relationships she built made the most significant impact. From late-night brainstorming sessions to deep cultural exchanges, she connected with industry leaders who became mentors, collaborators, and lifelong friends. “It wasn’t just about networking—it was about building real connections that continue to influence my strategic thinking today,” she says.
These relationships have opened doors to strategic partnerships and new opportunities, giving her a competitive edge in anticipating global trends and market shifts.
Cross-Cultural Strategy in Action
The global nature of the EMBA also transformed how Shannon approaches corporate communications and international partnerships.
One defining experience was the Business Creation Capstone, a six-month project where she worked with teammates from Canada, Singapore, and the U.S.. The challenge showed how important it is to take on different cultural viewpoints to create a truly global strategy. “We debated passionately, researched tirelessly, and collaborated creatively,” she recalls. “Navigating our cultural differences wasn’t about compromise—it was about using them to make our strategies more inclusive and effective.”
This hands-on experience reinforced the importance of cultural intelligence, teaching her how to craft messages that resonate across markets without losing authenticity.
“This experience gave me the confidence to lead cross-border projects with a deep appreciation for cultural diversity.”
For her, the UCLA-NUS EMBA strengthened her ability to guide corporate counsel, manage high-profile brand relationships, and influence business strategy. “It wasn’t about changing who I am—it was about refining my approach to be more effective in today’s complex business environment,” she says.
She now prioritises data-driven decision-making, ensuring that insights are returned to every communication strategy. She has also embraced a more agile leadership style, empowering her team to experiment with new ideas while maintaining a clear strategic direction.
Applying EMBA Insights to Business Challenges
One of Shannon’s most significant challenges was advising a world-leading energy company in a rapidly evolving industry.
The company needed a forward-thinking marketing strategy that accounted for shifting regulations, growing sustainability demands, and technological advancements. Using Scenario Planning techniques from the EMBA, Shannon and her team developed multiple strategic models, allowing the company to adapt to different future scenarios.
“This proactive approach enabled us to anticipate industry trends and position our client as a leader in the energy sector,” she says.
Beyond strategy, the program also reinforced the importance of bridging cultural gaps, a skill that proved crucial when working with stakeholders in North America, Asia, and Europe.
Women in Leadership: Owning the Conversation
One of Shannon’s most significant challenges has been balancing multiple roles: leading two companies, raising two children, publishing books, and producing content as a YouTuber and podcaster.
“TIme management aside, it was about staying focused on what truly matters,” she explains.
The UCLA-NUS EMBA helped her apply strategic planning tools in business and life—allowing her to focus on high-impact priorities without feeling overwhelmed.
She says one of the program’s most powerful aspects was the support system among female executives in her cohort.
“For many women in leadership, imposter syndrome is real,” she says. “But being surrounded by accomplished women reinforced that our insights and leadership styles are valid and valuable.”
This experience gave her the confidence to own her successes, trust her instincts, and lead without self-doubt.
Final Advice: Take the Leap
For women considering an EMBA, Shannon’s advice is clear:
“Be bold. The EMBA will push you, but it will also expand the way you think, lead, and create impact.”
She encourages women to embrace challenges, build strong networks, and lead authentically. After all, to her, the program’s outcome is about strengthening your voice and shaping the future of leadership.
Like Shannon Pu, are you ready to take your leadership to the next level? Learn more about the UCLA-NUS Executive MBA today.