Jin-Ah Yang '08

A Journey Through Innovation and Diversity: The Career Path of Jin-Ah Yang

About Jin-Ah Yang (Class of 2008, Time at AISG: 1999-2003):

Jin-Ah's twelve-year career at YouTube/Google, spanning Seoul, Tokyo, Singapore, and London, showcases significant contributions to partner engagement, content strategy, marketing, and product development. Her diverse roles include Partner Engagement Team Lead for YouTube TV and Primetime Channels, Film & Sports Lead for APAC, Content Partnerships Manager, Creator Strategist, and Content Partner Operations Manager.?

Throughout her career, Jin-Ah has demonstrated strategic leadership in spearheading content strategies for diverse verticals, managing budgets, and supervising product launches. Her expertise in market research and data analysis has been instrumental in driving revenue and audience growth for content partners. Additionally, she has played a pivotal role in launching impactful programs and initiatives, contributing to YouTube's growth and innovation in the media landscape.?

In this edition of Rams in the Field, Kevin Baker, the Director of AISG, conducted an interview with Jin-Ah Yang, whose experience serves as a compelling example of how a varied educational background can equip individuals with the skills needed for success in the worldwide digital economy. Her progression from AISG's classrooms to YouTube's boardroom is a testament to the benefits of embracing diversity, adaptability, and education in achieving impressive career outcomes.?

Can you tell us about your current job and how you got there??

My journey began in a culturally diverse and ever-changing environment, shaped by my father's diplomatic career and formative years in Norway, Romania, South Korea, China, and the United States. This upbringing, coupled with my education at international schools like AISG (1999-2003), nurtured my adaptability and understanding of global markets.?

At Georgetown University, I double majored in Government and Economics while minoring in Studio Art, a blend of public policy and creativity that laid the foundation for my career. After graduating, I returned to Korea and joined Google as a K-Pop Marketing contractor, witnessing the global phenomenon of 'Gangnam Style' firsthand. At the time, Google's focus on hiring passionate, experimental, and change-oriented candidates aligned with my profile, and I thrived in the then-relatively small Google Korea office.?

Throughout my 12 years at YouTube, I've held eight different roles across six teams. Each opportunity arose from deep personal connections forged through various projects. This taught me the invaluable lesson that building relationships based on trust, respect, strong deliverables, and a solid skillset opens doors through key sponsors and mentors. I'm deeply grateful for the guidance of these mentors, who have supported my growth and led me to my current role as a team lead in YouTube Primetime Channels and YouTube TV team in London.?

How did your education and experiences at AISG prepare you for your career??

The diverse and dynamic environments of AISG and other international schools cultivated my deep understanding of cultural nuances in business, an invaluable trait at Google. Living in various locations fostered a unique perspective on intercultural dynamics, allowing me to appreciate diverse viewpoints and identify emerging trends, such as the early-2010s rise of K-culture in film, music, beauty, and fashion. Friendships with individuals from varied backgrounds offered insights into different markets, further enhancing my ability to make informed and nuanced decisions.??

Furthermore, the international school environment fostered the ability to form deep, authentic relationships quickly, a critical skill in my professional life. The seemingly transient nature of international school education, when viewed as an opportunity to develop relationship-building skills, has allowed me to thrive in a multicultural and diverse company like Google. Overall, my AISG experiences have been invaluable, both professionally and personally. ?

How do you stay current and continue to develop your skills in your field??

To stay current in my field, I prioritize genuine interest in my work and continuous learning. I actively seek out new knowledge and experiences, even beyond my immediate interests. For example, I just graduated from a year-long executive degree in Strategy and Innovation at the University of Oxford, which provides practical frameworks for building innovative organizational strategies. I believe that immersing oneself in a subject of passion naturally fuels engagement and growth. Therefore, I consistently seek opportunities for further study and stay informed about the latest trends and developments in my field.?

What advice would you give to someone interested in pursuing a career similar to yours??

For those interested in a similar career path, I recommend embracing new experiences and change. Pursue your passions wholeheartedly, as they are crucial for success in any field. My time at international schools taught me this valuable lesson, fostering resilience and adaptability. Additionally, focus on developing a diverse skill set, which will prove beneficial in both extracurricular activities and your professional life. While a top-tier college degree can be advantageous, it's not the sole determinant of success. Discover your passions, cultivate them, and your path will become clearer. Remember, big tech isn't the only option; explore various career paths to find what truly excites you.?

What do you see as the biggest challenges facing your industry in the next 5-10 years??

Over the next 5-10 years, the video industry will grapple with evolving monetization models and revenue streams. Traditionally reliant on advertising, the industry is shifting towards recurring revenue models, driven by the rise of subscription-based platforms like Netflix. This shift is compounded by challenges in maintaining revenue due to changing viewership patterns and post-pandemic shifts in consumer behavior.? A key challenge will be finding solutions that effectively balance content distribution and aggregation, while also defining YouTube's role as a content provider. Additionally, the industry must capitalize on the living room as a key user base, adapting to the growing trend of free ad-supported TV, which has the potential to reshape video streaming monetization once again.?

What is the best way for?Rams to engage with you (i.e., LinkedIn, IG, etc)???

https://www.dhirubhai.net/in/yangjinah/

Jin-Ah? remains connected to her roots at AISG, highlighting the lasting impact of her early educational experiences on her personal and professional life. She is keen on giving back to the community that shaped her, showcasing the deep bonds that the AISG alumni network fosters. As Jin-Ah? continues to innovate and lead in her field, she remains a proud ambassador of her alma mater, proving that Once a Ram, Always a Ram.?