BARK’s Dora Zhou on inspiring the next generation of female leaders

To mark International Women’s Day on March 8, FOCUS is spotlighting female business leaders in the UK and China. Here, Robynne Tindall speaks to Dora Zhou, Managing Partner at digital agency BARK

Dora Zhou co-founded and spearheaded the transformation of BARK – a digital agency helping international brands reach China via video production, live streaming, content marketing and influencer campaigns – into a formidable force in content creation and marketing for brands.

Dora holds an MSc in Social and Cultural Anthropology from University College London and enjoys applying anthropological methodologies to real-world business challenges, adding a unique and insightful dimension to her approach.

She tells FOCUS about finding inspiration from Goldman Sachs’ 10,000 Women business education programme, and why she’d love to quiz Gree Electric Chairwoman Dong Mingzhu over dinner.

What inspired you to get into digital marketing?

During my university days in Beijing, I delved into marketing by promoting bands and concerts. Back then, the captivating portrayal of the advertising world in the TV series Mad Men also fuelled my fascination for this industry. So following my passion for brand-building and creative campaigns, I entered the world of marketing after graduation.

What resources have helped you to achieve more and get further in your industry?

In the ever-evolving digital landscape, staying up-to-date with innovations has been crucial. Leveraging online courses and learning platforms, including programmes from esteemed institutions like Oxford and Harvard, as well as resources such as the 10,000 Women courses by Goldman Sachs, has been instrumental for me. Furthermore, engaging in peer-to-peer learning, like participating as a speaker at events such as the China Consumer Scotland 2024 hosted by CBBC, has provided invaluable insights.

The theme of International Women’s Day 2024 is #InspireInclusion. What does that theme mean to you? How do you inspire inclusivity in the workplace?

Inspiring inclusion signifies inspiring others to recognise and value the inclusion of women. I take pride in leading predominantly female teams, and am continually inspired by the ‘girl power’ exhibited by my female colleagues and partners. As a female leader, I strive to encourage and empower young colleagues to boldly step forward.

Do you feel optimistic about the future prospects for greater gender equality in the workplace?

Absolutely. There has been a notable increase in awareness of gender equality in the workplace, coupled with the rising presence of female leaders across diverse sectors, which gives me optimism for the future.

What traits do you think make a great leader, female or otherwise?

Great leaders, irrespective of gender, embody traits such as clear communication, empowerment of others, confidence, honesty, and compassion.

If you could have dinner with any inspirational woman, past or present, who would it be and why?

I would choose Dong Mingzhu, the visionary leader behind Gree Electric’s transformation into a global powerhouse. Her story serves as a beacon of hope, demonstrating that with perseverance, hard work and a clear vision, remarkable achievements are possible.

If you could sum up your best bit of business advice in one sentence, what would it be?

Listen attentively to your customers’ needs, as they hold the key to unlocking success in business.