Cheryl Truong Celebrates a Decade of Innovation at IEC

Did you know that UEI was the first school to advertise on TikTok? It wasn’t by accident. It was the bold vision of Cheryl Truong, Senior Director of Marketing at IEC in Irvine. That decision not only made UEI and IEC a leader in social-first education marketing but also earned the school recognition as one of TikTok’s standout partners in the education space.

“We kind of blazed that path,” Cheryl said. “We understood early that TikTok was about authenticity, not polished perfection. That creative mindset, adapting quickly and speaking the platform’s language, is what helped us stand out.”

As Cheryl celebrates 10 years of service at IEC, her journey from a fresh hire to a pivotal leader offers a powerful lesson in creativity, adaptability, and impact.

Cheryl joined IEC in 2015, tasked with shaping the marketing strategy for the Florida campuses.

“They sent me to Florida for a week on my second day,” she said. “I visited every campus, meeting presidents and getting a download of each school.” This whirlwind start marked the beginning of her transformative contributions.

One of her responsibilities was to lead social media efforts for all schools. She soon introduced Facebook advertising to IEC’s toolkit and began building what would become a robust, multi-brand digital presence.

“We started with maybe a few hundred followers on Instagram,” she said. “Today, we’re at over 30,000 and growing.”

Over the years, her team launched original campaigns, grew social media audiences exponentially, and introduced hallmark initiatives like the #UEIProud hashtag campaign, now a fixture across campus communities.

“When I see that hashtag used by students and staff today, I feel proud. We started that,” she said. “We had no branded hashtags or social footprint. Now we’ve built a movement.”

Wearing Many Hats. And a Green Apron.

Over the years, Cheryl’s role has evolved to full-spectrum marketing leader. Today, she oversees paid and organic social content across platforms, manages relationships with agencies and brand ambassadors, and has taken on enterprise-wide initiatives like Salesforce integration and IEC’s digital communications strategy.

“We wear a lot of hats in marketing,” she said. “That’s what keeps it exciting. Every day is different, and I get to collaborate with so many departments. We’re all about teamwork.”

Cheryl is also known for bringing joy into the Irvine office. Twice a year, she transforms her office into “Cherbucks,” a pop-up coffeehouse mimicking Starbucks, complete with cold foam lattes, pastries, music, branded décor, and a green apron.

“It started as a fun idea, but now it’s kind of a tradition,” Cheryl said. “It’s one of the ways I try to give back to the Irvine team.”

So Min "Sunny" Lim, left, and Cheryl Truong become baristas at "Cherbucks" in her office.

What keeps Cheryl at IEC after a decade? “The variety of it all,” she said. From overseeing social media strategies across platforms like Instagram, Facebook, and TikTok to managing email campaigns and diving into large projects, her role is dynamic.

Cheryl’s story is one of growth and resilience. Before IEC, she climbed the ranks at another post-secondary education company, moving from account executive to director. At IEC, she’s found a home to “embody the role” of a leader.

“Here, I have a chance to lead initiatives, create change, and impact the company’s bottom line,” she said. Her work has tangible results, from boosting enrollments to transforming lives. “When we visit campuses and hear students’ stories about how our programs change their lives, it’s super cool. We’re making a genuine impact.”

Cheryl is also quick to credit IEC’s instructors. “They go above and beyond. I’ve heard so many stories, from individually tutoring students after hours, working around childcare needs, to helping them juggle work and classes. It’s inspiring. Instructors are really the heart of what we do, and I appreciate them so much.”

The culture at IEC also plays a big role in her longevity. “We’re like a big family,” she said, highlighting the camaraderie among colleagues.

"Cheryl’s innovative leadership and relentless drive have transformed our marketing landscape. Her 10 years at IEC are a testament to her ability to inspire and create lasting impact,” said Esther Duong, Vice President of Marketing. “Cheryl is the kind of leader every team hopes for: innovative, reliable, and deeply thoughtful in everything she does. Her ability to turn vision into strategy and strategy into results has elevated our entire department. She’s not only shaped the way we approach marketing, but also the way we lead."

From IEC company events to her own “Cherbucks, Cheryl brings creativity to both work and workplace morale. Her office, adorned with Pop Mart figures like LaBubu, reflects her trendsetting spirit.

And outside the office? You’ll find her hiking with her dog, collecting pop art figurines, and planning her next international trip. “I’ve been to Vietnam, Singapore, and Japan. Next on the list is Taiwan or Hong Kong.”

As IEC celebrates Cheryl’s 10 years, her story inspires colleagues to embrace innovation and collaboration. “What we do daily affects the entire company,” she said about IEC’s Employee Stock Option Program (ESOP). “It’s a huge gesture from the company that shows we’re all in this together.”

Looking forward, she’s energized by what’s ahead, professionally and personally. With her sights set on new projects and continued impact, she remains a beacon of what’s possible when passion meets purpose. “We’re building new systems. I’m mentoring others, and still finding ways to be creative.”

Cheryl’s legacy is clear: she’s helped shape IEC’s brand and the company culture. More than that, she’s inspired a generation of colleagues by showing what’s possible when innovation meets purpose.

“You don’t have to be loud to lead,” she said. “You just have to show up, stay curious, and care deeply about what you’re building, and who you’re building it with.”