Tifenn Dano Kwan
Living her American dream

Did you grow up with an eye on the American dream?

Yes, big time! At 16, I went to my mum and said “Mum, I will live in America and I will marry an American”. I was determined, and both dreams materialised, but this trajectory wasn’t what was expected of me. Of my five brothers and sisters, I’m the only one who lives overseas and has an international career. My parents aren’t thrilled about it, as they would like to see me more often, but they are happy for me. I grew up in a large, traditional, provincial Breton family, with strong Catholic values and big on education. They wanted me to become a doctor, like pretty much the rest of the family. That route was not for me and I studied law for a few years. Each summer I visited my mother’s family on Reunion Island and this is partly what inspired me to live overseas. One day I had one of those life-defining conversations with a close friend of mine. She asked me, “What have you done with your life apart from studying? Is law really your calling? How serious are you about travelling the world?” This reality check led me to apply and enrol at Audencia, for which I am so grateful.

I truly believe in the power of dreams. Even when you are not consciously working towards them, they permeate all aspects of your life. Allowing yourself to dream big is essential to inspire others, be a good leader, and generally achieve great things in life.

What aspirations did you have when you were studying at Audencia?

I didn’t have any specific aspirations when I joined, and I can give credit to Audencia for the clarity it helped me obtain. In my second year, I struggled to choose a major. I was interested in the data aspect of finance, I liked the integrated aspect of audit and control, and I was drawn towards marketing, a field that had bad press. I met with the school’s careers advisor and I will always remember her approach. After a long conversation, she asked, “When you talk about marketing and communication, I see this spark in your eyes. Do you want to work for that spark, or do you want to work for money?” I replied, “Thank you; I know exactly where to head next”. Marketing was not the most direct route to financial prosperity, but it led me to where I needed to be.

How did you develop such a passion for marketing?

I had an epiphany moment during my one-year internship. I was happily working 80-85 hours a week for a business intelligence company and was galvanised by the fast-paced dynamics of my team.

Marketing is complicated, and I have good and bad days, but I love it because of the unique position it puts me in, connecting with customers, creative agencies and so many business units. I am an extravert and I thrive most when I am engaging with people. I learnt the multiplier effect of working in teams. Going from one collective win to another is like a shot of dopamine; it crafts your relationships, and those relationships craft your career.

On top of this, I knew that marketing would allow me to fulfil my travel dreams. The marketing director who hired me as an intern proposed that I join her when she moved companies. I accepted but warned her very openly that I would be coming to her a year or two from then, to ask for an overseas position. 18 months later, she remembered, called people around in the company and offered me a position in Australia. Trust me, people appreciate and respect young talent with determination and honesty! The job was only a 12-month contract and a few colleagues asked, “Are you seriously contemplating leaving full time employment for a fixed contract in the middle of nowhere Down Under?” However, I sensed that it was an opportunity for me to start my international journey, and one that might not present itself any time soon, so I jumped at the chance.

What is your recipe for building a successful career and do you have a road map?

I don’t know that I had a roadmap, but I had a destination in mind. What I did sense was that a career needs rhythm and momentum. My rule of thumb has been every two years to start thinking about the next step, and shift into a different role, function, company, or geography. Each time I get better at managing relationships and at defining my own methodology and philosophy in marketing – which is integrated marketing.

I have also learnt the power of taking risks and of failing – but always with integrity and panache! Many people overthink by fear of failure. My advice is to seek the opportunity, don’t think twice and start early. You will figure out the rest as you go along, and you will be ahead of the others.

Did you aspire to become a top executive from the very beginning?

My number one goal was to have a career in the US. I’m a competitive person and was motivated to see how far I could go. Not in an attempt to beat anyone, but because I always strive to stretch myself, and in big corporations, it’s those leadership positions that allow you to reach your potential.

What I have realised is that to progress towards a senior exec position, it is essential to be seen as strategic. For years, I was doing my job very well but from the trenches. I then began to build a network of senior mentors whom I could observe. I admired the confidence with which they were leading. It’s all about making the most of new experiences and each time acquiring a little bit more ease in what you do.

In a nutshell, what does your current role entail?

I spent the past 12 months building a wonderful team of hardworking, brilliant people to bring the company offer to the market and drive growth for Dropbox. We created a methodology that brings together digital marketing, field marketing, campaigns, content media… In addition, we completely digitised our marketing strategy via a digital platform that centralises all the campaigns. That was my original goal when I joined because I knew it would bring a better ROI. When Covid hit a couple months later, it gave us a bit of an edge.

What might come as a surprise is that I am announcing my departure from Dropbox to start in a CMO role at Collibra, a data intelligence start-up. Staying in a public company would lead to a much safer and traditional career path, but I am taking this leap of faith because I have identified an opportunity to achieve something special. The company is growing 50% YOY, there is probably a mountain of work ahead, but I am hugely motivated. Moreover, Collibra is a European company so I will be able to take pride in telling the story of the “underdog”!

Today there is so much suspicion about technology and its threat to our privacy, wellbeing, and democracy. Why are you such a fierce advocate for technology and its power to be a force for positive social change?

Technological advancement always comes with uncertainty. There will always be people in the industry who want to bring clarity by imagining the worthy applications of technology, and those who choose to benefit from the lack of boundaries for their personal gain or for negative endeavours. From a user’s point of view, it’s in our nature to be wary of innovations we don’t fully understand. But are these valid reasons to hit the brakes? I don’t think so. We need to retain and even foster an experimental mindset. And bet on the power of positive breakthroughs because they can ultimately bring critical change for humankind. If we had let the “what if?” scenario stop us, we would never have gone to the Moon, and perhaps one day to Mars.

Experimentation must be led with integrity. I don’t think there’s a better time than now to lead with integrity, value that matters so much to me in business and life in general. Artificial intelligence is a particularly sensitive topic and people are scared of being replaced by machines. However, I see it as a good thing because tech executives always need to remember the risks and display a solid moral compass. Unfortunately, amid the breakthroughs, there will be bumps on the road, but I believe that we can learn and find ways around them.

What role can marketeers in tech play to drive this change?

Every single tech company must now look for ways to help customers solve their biggest problems, whether it’s accelerating the distribution of vaccines or lowering carbon emissions. Marketeers have an essential role to play; we are data scientists, but ultimately, we are storytellers. We have to choose whether to tell stories of productivity and efficiency, or whether to take the higher road and tell a bigger story of how technology can serve human beings and drive impact. At SAP, I worked on many purpose-driven campaigns such as the one explaining how studying the supply chain could help detect forced labour around the world. I am hugely excited to join Collibra where the founding concept is “data for good”. I find the United Nations’ Sustainable Development Goals (SDGs) particularly motivating. They help craft those powerful stories and shift the mind-set. The more companies work at defining their big dreams, the better their teams can achieve them.

You are passionate about defending LGBTQ rights in the workplace. What do you say to people who suggest that these conversations are no longer needed in the western world, or that they belong to the private sphere?

In parts of the US and in Europe, the vast majority of people are now comfortable with the subject, so I understand why some might question the need to continue raising it. But there are parts of the world that are not, so we need to lead by example and become an inspiration for people from small towns, in the US, France or Asia, who do not have the same opportunities to be out and open. We need to remember that speaking out can really change perspectives far and wide.

However, I am not an activist, I don’t try to push my own agenda, it doesn’t work that way. I prefer to let people ask questions if they want to and to educate them step by step, on their own terms. I have lived in Singapore, which incidentally does not recognise LGBTQ rights, but I have never felt threatened or discouraged to voice what I have to say. I just had to go about it differently.

I have known my wonderful wife for 12 years. We got married 8 years ago in my hometown in Brittany that had probably never seen an LGBT couple. I have come to realise that in this rather conservative part of France, and even in my own family, not everyone is comfortable with me being out and bringing my spouse, so I have had to be mindful. We followed with a second version of our wedding here in Dolores Park. It was a very funky and San Franciscan, with a bit of a Burning Man vibe. We had a big party with pink balloons, everyone was up for it and it was so much fun! It’s all very contextual and I have learnt to bring people along with love and respect.

It’s not that often that we have the chance to get some insider feedback on the Silicon Valley from a member of the French alumni community. What is it like beyond the hype?

California is like Brittany, it’s rugged with an amazing fresh ocean breeze, there’s just a bit more sun! We live in a beautiful little town called Larkspur, across from the Golden Gate Bridge (Tifenn turns her screen to give us a view of the luxuriant redwoods and sequoia trees in her garden). My new company is dually headquartered in Belgium and New York, but my base will still be here. I am not leaving San Francisco anytime soon!

What strikes me is the amount of intelligence that there is in the bay area. People are always thinking about their next project. They are not afraid to dream, talk about money and ambition, and push the envelope. They challenge themselves and challenge you, so this fosters great conversations. In addition, there is a unique creative community here, so imagine all those left and right brains coming together at once… it’s quite something! I haven’t found this dynamic or energy anywhere else.

What is your personal recipe to get balance in your life?

It took me a long time – and several burnouts, for me to learn how to switch off. This is when having a good partner by your side is important. I have a wonderful wife who helps me set boundaries and supports me through the ups, the downs and the bumps. During the Covid lockdown, it was essential for us to keep on moving. I am a certified yoga teacher, and we have a gym installed in our garage.

Rest is also vital. Americans are notorious for their “always on” mindset, and they take pride in not taking all the holidays they are entitled to. When I start a new job, I warn my colleagues in America that I am French with family in France and Singapore. I make it clear that holidays are not just an option for me and that I do intend to take them. I find it easier to be upfront about it and to stick to my plan: you actually earn people’s respect this way.

Would you say that the girl from Brittany has achieved her dreams? Do you consider yourself successful?

I am very happy. My life choices come with sacrifices: I don’t see my family in France as much as I would like, and there have been some missed weddings and Christmases along the way. But I have the life I wanted and fulfilling your own promise matters. If success is happiness, then… I’ve got it!

And I still have dreams. Workwise, I could attempt to evolve in a different executive role, perhaps as a COO or CEO. I know that I want to continue to craft a journey of business excellence. I am also contemplating investing in other ventures and sharing my experience by sitting on a board. And I would love an opportunity to give back through teaching.