Finding what you love, and doing it well: Ku's EF and Hult journey
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20 years | 6 roles | 2 divisions | 2 locations
Ku Chung’s EF and Hult journey spans two decades and multiple continents, shaped by a global upbringing, a passion for learning, and a willingness to embrace new challenges. Since joining EF in 2005, he has led transformative initiatives across marketing, analytics, and digital strategy—including the creation of the EF English Proficiency Index (EF EPI), now a globally recognized benchmark. Today, he’s based in London, working as Chief Marketing Officer for Hult International Business School, which is an associated organization of EF.
In this Q&A, Ku reflects on the pivotal moments, people, and opportunities that have defined his career—and what continues to inspire him after 20 years at both EF and Hult International Business School.
How did you first find out about EF, and how did you start working here?
I received a cold call from Melissa Lam (today President of EF Teach Online), who came across my CV and thought my international upbringing (as the son of a diplomat who moved frequently) and my academic background could be a strong fit for EF. I’m still immensely grateful for that call. My first interview in Boston happened to be with Philip Hult, EF's Chairman. I walked out of that interview genuinely impressed by his vision for where he wanted to take the company—without yet realizing who he actually was until afterward. Somehow, I managed to convince him I was worth a chance. One week later, on the same day my wife and I learned we were expecting our first child, I received the job offer from EF. We took it as a very good sign!
What did you study in school? Is that related in any way to what you're doing today?
I studied engineering at Dartmouth and later earned my MBA from the Tuck School of Business with a focus on marketing. Although my early career was in banking and finance, I went to business school specifically to find a new direction. That shift is what ultimately led me to analytics and marketing. My real career truly began at EF and Hult, where the organization took a chance on me despite my limited experience in this field, giving me the opportunity to apply my analytical background in a completely new way.
Can you tell us a little bit about your career trajectory? Where did you start, and how did you get to where you are today?
My EF journey has unfolded in five‑year chapters marked by new challenges and expanding leadership responsibilities. I began in 2005 in Hong Kong as Marketing Director supporting web analytics and paid search, including my first major project: launching the one‑year MBA campaign for Hult International Business School. I was quickly relocated to London to build EF’s first global search marketing team as Vice President, scaling both investment and impact, and introducing the EF English Proficiency Index as a major thought‑leadership initiative.
In 2010 I shifted to oversee Central EF.com as Senior Vice President, helping with the launch of EF's first mobile website and leading the shared global website ecosystem, SEO foundations, branding consistency, and the performance of top entry pages across 60 domains. From 2015 to 2020, as Executive Vice President, I led the EF Standard English Test (EF SET), improving test completion, strengthening SEO for language‑learning leads, expanding EF SET’s role with schools and ministries, and driving adoption across all EF language learning divisions.
In 2020 I joined Hult during COVID to rebuild digital demand when traditional lead sources collapsed. I led the digital team to improve conversions and expand digital lead generation, and became Chief Marketing Officer in 2023, focusing on reshaping Hult’s brand platform and strengthening the school’s reputation.
How have job opportunities happened for you during your time at EF?
It’s hard to pinpoint a single pattern because each role has felt like a natural progression. I believe it helped that the initiatives I worked on were successful, and that I had the privilege of working alongside incredible teams. But I also feel I was often in the right place at the right time. I’ve been very lucky to be part of every moment.
Looking back over your time at EF, what are some pivotal moments that shaped your career path?
My first pivotal moment was setting up and managing a truly international team (at one point over 20 nationalities!) to support a truly international business. It was my first time managing a large team—and doing so in a non‑Korean environment required a huge amount of quick adjustment. I remain grateful for the guidance from senior leaders, who offered invaluable support during that transition.
The torch run during the 2018 PyeongChang Winter Olympics was also a deeply meaningful moment. Though not strictly career‑pivotal, carrying the torch in my home country on behalf of a company I love was unforgettable.
Finally, joining Hult International Business School—shifting from a central role supporting multiple organizations to focusing on just one. I love being part of the leadership team centered on solving challenges for one specific entity. The focus, the clarity, and the depth of impact make this chapter especially important to me.
Is there a specific moment or project that’s stood out as the most rewarding in your career?
There were many moments that were rewarding, but the launch of the EF English Proficiency Index stands out. What I initially pitched as an SEO idea was immediately recognized by Philip Hult as something much bigger. Watching it grow into a global index changed my perspective on what it means to “think big.” Every year as I see the index grow, even though I’m not involved at all in it now, it makes me smile.
What is the best part of your job?
The best part of my job is that it’s never boring I’m constantly learning new things. It helps to work for an organization that is always forward‑thinking, not only in terms of the programs we offer but also in how we approach the business across sales, marketing, and finance. Even from my earliest days, I’ve always felt a real sense of ownership over the teams I manage, along with encouragement to question the status quo and take calculated risks.
What is the most challenging part of your job?
The most challenging part is that the world around us is constantly changing—whether it’s politics, technology, or the next big shift in how people learn and work. It’s my job, our job, to stay agile enough to adapt quickly, and it can sometimes feel overwhelming to keep pace. Thankfully, even as EF and Hult have grown into large, established organizations, I’m proud that we’ve maintained a strong entrepreneurial spirit and the ability to move fast when it matters.
Throughout your career and across multiple offices and divisions, what keeps you passionate about working at EF?
What keeps me passionate about EF and Hult is the people I get to work with every day. I deeply respect the leaders I work under, I genuinely enjoy collaborating with my peers, and I truly love and trust my team. I don't want to fail any of them. There’s a real sense that we’re all part of one small, committed team working toward the same goals.
Out of the countries you have lived in, which has been your favorite and why?
Before EF and Hult, I moved from country to country roughly every three years. Ironically, I’ve now spent 19 years at this truly international organization in one place, London, something I never would have predicted. And I’ve loved every moment of it. My wife and I now have two beautiful daughters who speak with perfect English accents, and London is the first place I can confidently say feels like home.
What does work-life balance mean to you? How have you been able to find that at EF?
My colleagues might say that I work long hours, but I don’t really see it that way—I genuinely love what I do, and for me there’s naturally a bit of overlap between work and life. That said, I’ve always been strict about not bringing work home so I can be fully present as a dad and a husband.
What makes working at EF different from other companies?
Without question, it’s the international nature of the company. It’s not only the team you work with, but also the stakeholders, customers, students, and audiences you engage with every day. You truly need a global mindset in everything you do—whether you’re a marketer, salesperson, developer, or designer. For me, it’s one of the biggest perks of working here.
Any advice for someone navigating their own career?
EF and Hult offer countless opportunities—across divisions, locations, and even functions—but those opportunities really reveal themselves when you show that you love what you do and you’re good at it. It took me nearly ten years after university to find that magical combination, and the sooner you discover it for yourself, the more doors will open. And my final piece of advice: resist the temptation to become cynical. In a world full of challenges, it can be hard, but cynicism is the biggest drag to work with—and the quickest way to hold yourself back.
Feeling invincible with the Central EF.com & Search Marketing team.
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About EF journey stories
No two EF careers are the same. People switch products, explore new functions, move across continents, or choose to stay and grow in the same area for decades. We’re purpose built to encourage entrepreneurialism, which means there’s always something new and exciting to work on—and you can do it all while staying within the same company. There are limitless opportunities. You’re free to steer your own course, and go as far and as high as your talent will take you. These are just some of those stories.