Building a career and life abroad is both an exciting opportunity and a transformative challenge, requiring adaptability, resilience, and a willingness to embrace the unknown.
Debra Patricia, an Indonesian marketing professional, has navigated this journey firsthand. After years of working in Indonesia’s fast-paced e-commerce industry with major platforms like Shopee and TikTok Shop, she relocated to Edinburgh in 2024 following her marriage. Now a marketing executive at Atypic Skincare, she’s immersing herself in a new professional landscape while documenting her experiences through her YouTube channel.
In this interview, Debra shares her journey—from career transitions and cultural adjustments to her thoughts on work-life balance and the lessons she’s learned along the way.
Hi, Debra! Our readers would like to get to know you. Could you tell us a bit about yourself?
Hi, Indonesia Expat, of course! I’m Debra. I was born and raised in Jakarta, Indonesia. In 2015, I moved to the US for college, and during my third year, I did a semester abroad in Newcastle, UK—where I met my now husband! After graduating, I returned to Indonesia to kickstart my career in marketing and e-commerce.
Fast forward to July 2024, I got married and moved to Edinburgh, embracing a whole new adventure. Outside of work, I’m all about climbing, hiking, diving, and exploring new places. I also recently started my YouTube channel to document this exciting chapter, sharing my love for travel, sports, and the outdoors—along with how I’m navigating life abroad.
What motivated you to make the move from Indonesia to Edinburgh?
I got married last year, and with my husband being based in Edinburgh, that played a big part in my decision to move. But beyond that, I also wanted new challenges and more international exposure in my life. During my time studying in Newcastle, I often visited Edinburgh and fell in love with its old-town charm and how effortlessly it blends city life with nature. I also took a road trip around Scotland, including the Isle of Skye, and was blown away by the stunning landscapes. All of that made Edinburgh & Scotland feel like the perfect place to call home—a city where I could grow both professionally and personally.
How have you adapted to life in Edinburgh as an Indonesian? Are there any cultural differences that stood out to you?
Adapting has been an adventure! The biggest differences are the social culture and the weather—people here are incredibly polite but also value personal space, which is quite different from Indonesia’s warm, communal atmosphere. The food scene is also something I had to adjust to; I love Indonesian food, so I’ve had to try to be creative in the kitchen! Think of Pempek, Soto Betawi, Nasi Uduk, Rendang….
On the bright side, I really appreciate how much people here love the outdoors—it’s been fantastic for my passion for climbing and hiking. I also value the strong work-life balance in the UK, which has made a huge difference in how I manage my time and overall well-being.
Can you describe your current job as a marketing executive? How did your studies and past experiences in e-commerce prepare you for this role?
Yes, I currently work as a marketing executive at Atypic Skincare, where I oversee all aspects of marketing, including but not limited to social media, influencer partnerships, email marketing, and event management for two skincare brands. My background in e-commerce has been invaluable—especially from managing large-scale campaigns at TikTok Shop, where I learned how to strategise, execute, and analyse marketing efforts. This experience allows me to take a data-driven approach while also bringing creativity to the content I create.
Additionally, my educational background in psychology has been incredibly helpful in understanding consumer behaviour. At the end of the day, marketing is all about understanding the customer’s perspectives, needs, and wants, and my psychology studies have helped me approach that with a deeper insight.
You’ve had extensive experience in the e-commerce industry in Indonesia, working with major platforms like Shopee and TikTok Shop. You’ve since transitioned to Edinburgh; how has the shift influenced your approach to marketing?
The shift from Indonesia to Edinburgh has influenced my approach to marketing by highlighting the cultural and behavioural differences in consumer habits. In Indonesia, consumers are highly price-sensitive and often driven by promotions, especially on platforms like Shopee and TikTok Shop. This requires a marketing strategy focused on delivering value and leveraging discounts.
Indonesia’s mobile-centric market also shapes campaigns, with most consumers shopping on their phones. Campaigns are optimised for mobile-first, ensuring easy navigation and quick purchasing. In contrast, the UK market has a more balanced approach to mobile and desktop shopping, with consumers often preferring larger screens for detailed purchases.
Trust in online shopping is also higher in the UK, with established platforms and strong consumer protection laws, making it essential to build clear, transparent, and reliable marketing strategies. This shift has helped me adopt a more nuanced approach—one that balances local consumer expectations with global e-commerce trends, focusing on value, trust, and convenience.
What inspired you to start your YouTube channel, and how has the experience been so far?
I started my YouTube channel because I love capturing experiences and sharing stories. Moving abroad, exploring new landscapes, and embracing an active lifestyle are all things I wanted to document. It’s been an exciting journey—I’ve learned so much about filming, editing, and storytelling, and it’s been incredibly rewarding to connect with people who share similar interests. I’m still growing my audience, but I’m enjoying every step of the process! If you’re into travel, adventure, and life abroad, feel free to check out my channel, “Debra in Edinburgh”—I’d love to have you along for the journey!
Are there specific policies or initiatives from the UK government that you think Indonesia could adopt to better support young professionals?
One of the key things I appreciate about the UK is its strong emphasis on work-life balance and infrastructure that supports young professionals. Policies like the 28-day paid leave and strict working hour regulations create a healthier work culture—something that could be beneficial if implemented more widely in Indonesia, where long hours are often normalised.
Additionally, the UK’s well-connected public transport system makes commuting more efficient and affordable, allowing young professionals to balance work and personal life more easily. While Indonesia has made great progress with MRT and LRT developments, expanding accessible and reliable public transport across more cities could further support career growth and improve the overall quality of life for young professionals.
How has living abroad influenced your perspective on Indonesian culture and identity?
It’s made me appreciate my Indonesian roots even more. Being away from home has given me a deeper sense of pride in our culture, traditions, and food. At the same time, I’ve also realised how adaptable we are as Indonesians—we can thrive in different environments while still staying connected to our heritage. It’s also made me more aware of the importance of representation and sharing our culture with the world.
Looking ahead, do you see yourself continuing in the UK, or are there other markets you’d like to explore in your career?
To be honest, I’m still unsure whether I want to settle in the UK or eventually return to Indonesia—it always feels like the grass is greener on the other side! But for now, my focus is on growing my career here in the UK and making the most of the opportunities available. That being said, I’m keeping an open mind, and who knows? In the next few years, there might be a possibility for me to go back to Indonesia. I see so much untapped potential there, and I’m excited to see how the market evolves in the next 5 to 6 years.
What advice would you offer to Indonesians aiming to pursue a career abroad?
Go for it, but be prepared! Do your research, build relevant skills, and don’t be afraid to network—connections are key when job hunting in a new country. Also, be adaptable. Different cultures have different work styles, so keeping an open mind will help you adjust. Most importantly, believe in yourself. It can be intimidating at first, but with persistence and the right mindset, you can thrive anywhere!