Our Pioneer in LA, USA: Charlotte Mulder

Charlotte Mulder is a Public Relations professional who worked for leading PR agencies Omnicom PR Group and HPB (Het PR Bureau), managing international clients like Bose, VELUX, HPE, bunq, Signify, Discovery+, MasterCard, Oracle, Dunlop, Vodafone, adidas, Bosch e-bikes and Huawei.

For Huawei, she was selected to step in as the Interim Head of Communications to fill an urgent need through the COVID-19 crisis. She strengthened relationships with the public through the press, influencers, and other media to maintain support and create a positive spin despite the trade ban and lack of Google Apps in Huawei’s newest P40 Series (mobile phones). She also managed the agency team on COVID-19 product launches, transforming in-person product events to interactive remote events. Charlotte was able to lead Huawei effectively through the crisis and create a much easier transition with the new Head of Communications.

Despite being in a very comfortable position, Charlotte said goodbye to her successful career in The Netherlands and decided to go back to school to obtain her Masters in Business Administration in 2021. We talked to her about her journey to Los Angeles and what brought her to where she is today.

In our Pioneers series, collaborating with Nils Adriaans, we catch up with members of the Dutch creative community living abroad and ask them to send back personal “messages in a bottle” about life away from the Netherlands.

Why are you where you are right now?

I am currently in Los Angeles, USA, and in the process of getting my Master of Business Administration. I am here because I wanted to fulfill my childhood dream of living in the US (I dreamt of being in the United States since the age of 11).

I always recognized that life is short and that you should never have the "what if" feeling. So, when COVID hit, it realized that once more. I said goodbye to my successful career in The Netherlands and decided to go back to school in the United States.

I have been in the city since August 2021, and when I graduate in November 2022 (I’m accelerating the program), my dream is to set up my own company (I am currently working on some business ideas).

Before this, I lived in Madrid at 21 and traveled the world solo for six months at 32. I continue to challenge myself daily, like to experience new things and think outside the box. I do that by continuously living by Mark Twain's famous quote:

Twenty years from now you will be more disappointed by the things that you didn't do than by the ones you did do, so throw off the bowlines, sail away from safe harbor, catch the trade winds in your sails. Explore, Dream, Discover.

What makes you feel at home?

What is most important to me, is that I have a home with enough space and a lot of natural light. A space that is very feng-shui is very important to me. The one-bedroom apartment that I found in Hollywood, has all of that. This makes working/studying at home, a lot more comfortable. It also makes coming home feel great. I love how my space can make me unwind easily.

But besides having a great living space, it is important to be surrounded by good people. I have found a good group of people that I can rely on and who I trust. Something that is crucial to me, because I’m so far away from home.

What stands out the most there (professionally)?

Los Angeles is known for its artists: it is the city of dreams. Most people that move here do that for creative reasons. There are so many actors, singers, dancers, comedians… you name it, Los Angeles has it. I love this city for its endless creativity and for the fact that nothing is too crazy. It makes me smile every day.

One of the reasons I moved here, was the MBA program. The other reason was that I was curious to experience Public Relations in a different place far away from home. As part of the MBA program, I therefore worked at a local PR agency. It was great to experience the differences, and it was interesting to learn how American teams work, but also how they structure and write press releases (still odd for a Dutchie, if you ask me). And despite the fact I believe Dutch people work more efficiently and are more concise in communication, Americans are definitely able to add that touch of magic.

What is your Random Pic(k) Of The Week?

Different cultures inspire me greatly. It is so amazing to see/experience other cultures across the globe, whether it is through travel or work. I feel privileged and extremely thankful that I could experience different cultures throughout my life. As I said, I lived in Madrid at the age of 21, traveled the world solo for six months at 32, and moved to Los Angeles at 36. It definitely shaped me as a person but also as a professional. It makes me feel alive, makes me understand other ethnic groups better, and humbles me at the same time.

What’s the most radical piece of work over there?

I believe one of the most inspiring PR campaigns is the Fearless Girl campaign (2017). The statue, located on Wall Street in New York City, has become famous worldwide. The girl - with hands on hips, her head held high - faces the famous Wall Street and symbolizes “the power of women today and tomorrow”.

PR campaigns focused on sustainability or the empowerment of specific ethnic groups truly make my heart tick. I love to work for companies that “do good” for the world, and aim to make this a better place to live in general. By contributing to a purpose like that, I always feel grateful for the work I’m able to contribute.

What ‘souvenir’ would you bring home?

If I were to go back home to The Netherlands, I would definitely use some of the “sugarcoating technique” when providing constructive feedback in the workplace. Americans are great at wording things a little bit nicer, which could be beneficial for the work relationship. In addition, I would definitely make use of the presentation skills I learned while being here.