In a world where e-commerce continues to evolve and intersect with new technologies, the role of a leader in marketing and partnerships has become crucial. As we look to the future of e-commerce, we are witnessing remarkable women who are not only reshaping the industry but creating new paths for others to follow. One such innovator is Yuzhen (Lulu) Wang, an accomplished marketing strategist and entrepreneur who has broken boundaries across industries. In this feature, we delve into her remarkable career, her entrepreneurial journey, and the lessons she’s learned along the way.
From Business Development to Marketing Mastery: A Journey of Serendipity
Yuzhen’s story is one of serendipity, passion, and determination. Unlike most professionals who choose one side of the marketing and partnerships equation, Lulu has had the rare opportunity to excel in both areas. Her journey started in business development and partnerships, where she worked with industry giants like Dixons Carphone (now Currys) and China Unicom Europe. These formative years taught her to always keep an eye on opportunities, build meaningful connections, and think creatively to open new doors.
“My early career was all about building strategic partnerships and thinking outside the box. I learned from industry leaders who had mastered the art of collaboration,” Lulu says. “However, despite this experience, I always had a passion for marketing and wanted to make my mark in that field as well. But life happens, and I had to make some tough decisions.”
As a single mother, Lulu faced the challenge of balancing a career in marketing with the responsibilities of raising her child. When she left a comfortable job in London for better childcare options in Southampton, it marked a pivotal moment in her life. She pivoted into marketing with e-commerce firms, ultimately merging her expertise in partnerships and her marketing degree into a powerful blend that would set the foundation for her future success.
“Being a single mother came with its own set of challenges—there were days when it felt impossible to juggle it all. But I leaned into my resilience, and instead of letting my circumstances define me, I used them to fuel my drive. I wanted to show my child that anything was possible, even when it feels like the odds are stacked against you,” Lulu shares. “For women, especially those from single-parent households, it’s important to know that you can still lead, thrive, and make an impact in business. You are capable of being a leader, no matter your background.”
Building From the Ground Up: A Rewarding Career Journey
Lulu’s most rewarding professional experience so far has undoubtedly been her time at AVASK Group, where she was tasked with building a marketing department from scratch. As the first marketing manager, she not only set up the team but also navigated the complexities of aligning the organization’s marketing strategy with its growth goals. “It was a challenging but fulfilling experience. I’m proud to have laid the foundation that allowed the team to grow and thrive,” she reflects.
Her journey didn’t stop there. Lulu later stepped into the role of country manager, overseeing business activities between the UK and China. This was where she saw the convergence of her experience in marketing and partnerships come into play. Developing strategic partnerships and marketing strategies to expand the company’s offerings became her focus, and the process of navigating cultural differences and aligning diverse teams became a defining moment in her career. “It was a turning point for me,” she admits. “That’s when I began to naturally combine marketing and partnerships in a way that I hadn’t before. It gave me the confidence to take on bigger challenges, like launching my own brand.”
Taking the Leap: Pure Heart Dancewear
After years of honing her expertise in corporate roles, Lulu made the bold decision to transition into entrepreneurship. The catalyst for this leap was the inspiration behind Pure Heart Dancewear—a brand she created to address a recurring problem she encountered as a dance parent.
“Pure Heart Dancewear came about because I couldn’t find high-quality, stylish, and affordable practicewear for my daughter. As a ballroom and Latin dancer, she was training five days a week, and as a parent, I became deeply involved in the community,” she explains. “I realized that many parents were facing the same challenge, so I started designing practicewear for her. Soon, other parents were asking where they could get the same pieces.”
The demand from fellow dancers and parents led Lulu to take the leap into entrepreneurship. “I realized there was an opportunity to turn this passion into something more meaningful,” she says. “I wanted to create practicewear that wasn’t just affordable but also well-designed and comfortable for young dancers. It became clear to me that Pure Heart Dancewear could fill a gap in the market.”
With her background in marketing and partnerships, Lulu took a strategic approach to growing Pure Heart Dancewear. “It wasn’t just about creating a brand; it was about connecting with the community,” she says. “I used my experience in building relationships to connect with dance studio owners, offering them exclusive discounts for their students, and turning parents into brand ambassadors for the product.”
Navigating the E-Commerce Landscape: Challenges and Solutions
In addition to Pure Heart Dancewear, over the course of the COVID-19 pandemic, I also built a six-figure e-commerce business, Pink Sika Design, a print-on-demand wall art business. This experience helped me solidify my understanding of the e-commerce landscape and further sharpened my ability to scale a business, even in the face of challenging circumstances.
Starting a business in the e-commerce space is no easy feat, and for Lulu, the biggest challenge was managing the sourcing and supply chain for her products. “I wanted to ensure that Pure Heart Dancewear was scalable. This meant creating a stable supply chain and ensuring that the materials used in production were both durable and affordable,” she explains.
Without a background in fashion, Lulu had to quickly learn about the intricacies of sourcing materials, understanding different sewing techniques, and working closely with manufacturers. “It was a steep learning curve. I had to test samples, educate myself, and work tirelessly to get the right balance of quality and affordability,” she adds.
One of her key challenges was finding reliable suppliers willing to work with small quantities while maintaining cost-efficiency. “Overproduction can be risky, and on-demand production drives up costs. Finding the right balance was crucial, and it took a lot of persistence and relationship-building to find the right partners.”
Her bilingualism—speaking both Mandarin and English—has also given her a competitive edge in navigating global markets, particularly when dealing with product sourcing and supply chain management. “Being fluent in Mandarin has enabled me to communicate effectively with manufacturers and suppliers in China, making the sourcing process smoother and more efficient. It’s given me a unique advantage in managing international partnerships,” she adds.
Lulu’s approach has paid off, as Pure Heart Dancewear has grown into a trusted brand for young dancers and their families. “I learned that success is not just about building a product, but about creating a sustainable supply chain and ensuring that every part of the process aligns with your brand’s mission,” she says.
The Power of Social Media and Community Engagement
For Lulu, social media is an essential component of her marketing strategy. Although her brand is rooted in the UK, she understands the importance of building a strong online community to engage with her audience. Platforms like Instagram and Facebook have been invaluable for building a loyal customer base.
“I use social media not just for promotion but to create a space for the dance community to connect, share their experiences, and celebrate achievements,” she explains. “On Instagram, I focus on visually appealing content that resonates with young dancers—showcasing designs, sharing dance tips, and celebrating their successes.”
Engagement doesn’t stop online. Lulu also integrates offline strategies to create a cohesive customer experience. “We set up stalls at dance competitions, so parents and dancers can see the quality of our practicewear in person,” she says. “It’s a great way to build trust and connect with the community face-to-face.”
The Power of Persistence: Growing Beyond Challenges
Throughout her career and entrepreneurial journey, Lulu has encountered countless challenges—whether it’s navigating cultural differences, breaking gender stereotypes, or balancing multiple roles. Yet, her ability to persist in the face of adversity has been one of the cornerstones of her success.
“I’ve spent most of my career in male-dominated industries and leadership teams, and I’ve learned that resilience is key. As a woman, you have to navigate assumptions and biases, but I’ve never let that stop me from pursuing my goals,” she reflects.
“Being a single mum has its own set of unique challenges. The sleepless nights, the self-doubt, the constant feeling of juggling responsibilities—it’s not easy. But what kept me going was the belief that I was doing this not just for myself, but to show my child what hard work and determination can achieve. It’s about embracing your story, using it as a strength, and proving that women, especially those with different backgrounds, can rise to the top.”
Lulu’s journey also highlights the importance of embracing one’s own story and being true to oneself. “The hardest moments in my life didn’t break me; they shaped me. I’m proud of where I am today, and I’m passionate about showing others—especially women—that they too can overcome challenges and create something meaningful.”
A Vision for the Future
As Lulu looks ahead, her vision for both Pure Heart Dancewear and her personal career remains clear. “In the next five years, I see Pure Heart Dancewear continuing to grow and establish itself as a trusted name in the UK market,” she says. “I want the brand to be sustainable and thriving while staying true to its mission of making dancewear affordable and accessible for young dancers.”
But Lulu’s aspirations go beyond her business. She is also committed to her career in marketing and plans to keep growing in the industry, contributing to the success of the organization she works for, and honing her strategic marketing skills. “The lessons I learn in my corporate career will continue to complement my entrepreneurial journey,” she says. “And vice versa. I believe the two can coexist, and I am excited for what lies ahead.”Words of Wisdom for Aspiring Women Leaders
Lulu’s journey is one of courage, determination, and resilience. She has faced many obstacles but has never stopped pursuing her dreams. “True freedom comes when you choose courage,” she says. “It’s about taking ownership of your path and not waiting for permission to follow your passion.”
Her advice to aspiring women leaders and entrepreneurs is simple but powerful: “Believe in your vision, do the work, and never lose your courage—even when the road gets tough.”
For women looking to make their mark in marketing, entrepreneurship, or any field, Lulu’s story serves as an inspiring reminder that success is not just about talent—it’s about perseverance, resilience, and the courage to continue moving forward