Building bridges in Asia Pacific

She swapped Parma, Italy, for the densely populated and bustling city-state of Singapore. Marketing specialist, Annalisa Corradi, tells us about her fast-paced, 3-month job relocation, what she gained from the experience and how it continues to shape her work and worldview. 

What inspired you to take on this short-term relocation? 

During one of my regular exchanges with my manager, I expressed the desire to develop a more strategic marketing perspective on our business in Asia Pacific. Our sales and service colleagues are on the frontline with customers, which means they have a lot of insights to share about the Asia-Pacific market. However, it is difficult to form relationships from across the ocean. I proposed to spend three months in Singapore, where we have a dedicated team for homogenizers, and use this as a homebase to establish relationships with our sales agents, undertake customer visits and evaluate local and regional exhibitions where GEA is represented. 

How was your relocation made possible?

In 2025, my business unit launched a job rotation program. The aim is to support employees in taking on different types of roles to encourage cross-functional teamwork. The program has four types of experiences. One of these is #Abroad – where you spend 50 percent of your time on your usual tasks and the other 50 percent on new projects in the country or region you are going to. I simply made a strong business case, and it was approved.

Was it hard to balance your existing job tasks with the new ones?

It went quite smoothly, but it was an intense experience. Thanks to the time difference, I used the mornings to interact with colleagues in Asia. After lunch I would switch gears and interact more with my Italian and other European colleagues. There was a natural balance. 

For anyone considering a short-term job relocation, they should just understand that it’s not a vacation. Of course, you have your nights and weekends to explore, and that was exciting since everything was quite new for me. 

How was the cultural experience?

As you can imagine, there are significant differences between say Singapore and Vietnam, or Singapore and Korea. So, I tried to immerse myself in each of the cultures I experienced, including their customs and ways of working.

I traveled extensively across APAC with a senior colleague who has lived there for many years. He prepared me for each visit – explaining when I should be more formal and giving guidance on local rituals, including how to greet and interact with people. In this process, I gained new perspectives and forged lasting and stronger connections.

In some markets, customers tend to challenge their suppliers quite a bit. This can catch you off guard if you are not expecting it. Not surprisingly, one of my key takeaways was that you need to adapt and learn how to translate or tailor your communication and message to the market you’re targeting; every country in the APAC region has its own cultural norms. While this is often said, it is also frequently overlooked or simply ignored by global companies.  

What were the key lessons?

A key lesson I learned was realizing that this kind of experience doesn’t exist in a vacuum. Initially, I saw this time as a defined period with a start and an end, after which I’d simply return to my usual role. But the truth is, it doesn’t work that way. I built relationships with sales agents that can’t just be put on pause simply because the assignment ended. If you want those collaborations to remain meaningful and productive, you must keep investing in them – through follow-ups, regular contact and even occasional in-person visits. Long after the suitcase is unpacked, your experience continues to shape your work, your network and your priorities. This is not necessarily a challenge, but it is something to keep in mind.

What stood out to me was how important soft skills are in making this kind of experience successful. Being open-minded, adaptable and ready to step out of your comfort zone makes all the difference. Focus on the people you'll be working with and the value of the mutual exchange. That’s where the real growth happens.