Shoko Doherty, Celtic English Academy, Wales

Published 24/04/2024

Shoko Doherty is the CEO of Celtic English Academy, an English language school in Wales accredited by the British Council, which has welcomed over 15,000 students from more than 50 countries in the past 20 years. She also serves as the vice chair of English UK and is recognised for her role in exporting education and contributing to international trade as a Welsh government export exemplar and as an export champion for the UK government Department of Business and Trade.

Introduce yourself in three words or phrases.

• Mum.
• Sustainable capitalism.
• “猪突猛進” (chototsu moushin) is a Japanese idiom that literally translates to “charging forward like a wild boar”. In English, it basically means “bold and decisive” or “fearlessly charging ahead”. My family, friends, and teachers in Japan have often described me this way since I was a little child, and I think it suits me very well.

What do you like most about your job?

Working at a language school is like being in a microcosm of the world where people from a diverse range of backgrounds come together to learn. They don’t just learn a new language; they also explore different cultures, behaviours, customs and religions. It’s truly rewarding to see.

It has been fulfilling to represent the English Language Teaching sector in the UK across various platforms as a trustee of English UK since 2017 and as vice chair for the past three years, raising awareness and lobbying for positive changes. Seeing tangible results from these efforts is truly rewarding.

If you had a magic wand, what would you change?

I would give everyone in the world a fair chance regardless of their race, background, gender, sexuality or age and foster a mindset that actively challenges personal prejudices and biases.

What are your top five priorities?

• My kids and husband’s happiness
• My wellbeing – unless I look after myself, I cannot look after others
• Celtic’s staff – it’s important for me that they know they are valued
• Sustainable future
• Giving something back

What keeps you awake at night?

After going through three pregnancies and three sleep deprivation periods of breastfeeding joys, I equipped myself to be able to sleep whenever I find the opportunity, so it’s very rare for something to keep me awake at night.

On the rare occasion if I find it hard to wind down after working late on my laptop, I do a yoga stretch and listen to the meditation app ‘Breathe’.

Proudest career moment?

Being awarded a Gold Standard FairPlay Employer Award from Chwarae Teg and winning the FairPlay Employer of the year in 2021. To achieve a Gold Award we needed to be of a very high standard in HR practice and our staff must also really live and breathe the culture across the business.

CEA had worked for three years to improve unconscious bias, recruitment and selection, gender pay gap, family-friendly policies, and create a more inclusive and flexible working environment. In 2021, we implemented agile working and improved internal communications and digitisation to enable increased productivity, better working relationships and enhancing work-life balance which is still working really well.

I strongly believe that if we treat our staff well, they will treat our students and agents really well – improving their working environment has consistently been my priority.

Best work trip?

I tend to make my trips as short and productive as possible because I need to return home to my family. Therefore, the only opportunity to experience different cultures and explore the destinations I visit is usually in the evening. I loved the experience of visiting a Jjimjilbang in Seoul and a Banya in Moscow with my agents.

I also enjoy trying different cuisines and buying spices and ingredients from the many places I visit. I then use these to cook and bake dishes at home when I return. My favourites are Kimchi, Sundubu jjigae, Arroz Caldoso, Salmorejo, Khinkali and Shuba salad, but my kids’ favourites are Churros, Tiramisu, Baklava and Shawarma.

What makes you get up in the morning?

My four-year-old son jumps up and down on me in my bed and asks for breakfast. He is a human alarm clock, full of bubbly energy. If I’m travelling, mornings without our busy family routine feel like a true luxury.

I carry a travel yoga mat wherever I go, so I start the day with a short stretch and yoga, or I go to the gym or swimming, which is something I look forward to.

Biggest challenge to your job?

One of the biggest challenges I faced was transitioning into a management role. Initially, I resisted managing people for a long time before I had no choice but to expand the team and start managing.

My fear was that I would upset the staff by holding too high a standard or being too demanding. Being a high performer and being a good manager are completely different things. Many people leave their jobs due to poor management, and I was aware that I lacked the skills to effectively manage, guide, and coach people. Additionally, I didn’t know where to acquire these skills.

Luckily, our organisational culture allowed us to make mistakes and be vulnerable and honest. I was surrounded by supportive peers and staff, and I had access to training, coaching and mentoring services. These resources were instrumental in helping me learn to be a better leader.

What’s the most interesting trend you’ve observed in our industry recently?

Changing government sponsorship directions from MENA regions has impacted our sector significantly. Over the years, we have helped many students from the MENA region improve their English language skills. We do more than just teach English; we also play a crucial role in helping them adapt to a Western way of living before they start their degrees in the UK or elsewhere.

Recently, however, there has been a reduction in the number of scholarships available for English language studies, and governments in the MENA region have shifted their focus to teaching English domestically. I feel that students may face more challenges when they begin their degrees.

Some ELT providers are heavily reliant on bookings from government-sponsored students, creating an urgent need for these providers to change their business strategies to adapt to this new reality.

There is a lot of talk about AI and its potential impact on our industry, education, the job market, and the way we live as a whole.

My 14-year-old daughter is acutely aware of both the threats and benefits. The most insightful conversation I’ve had recently was with her, helping me understand how the next generation views the new AI era and how she and her friends are exploring ways to fulfil their lives in a rapidly changing future.

Describe a project or initiative you’re currently working on that excites you.

I have just finished organising and hosting the IALC workshop in Cardiff. This was a fun and exciting project, organising a prestigious B2B trade show for the ELT industry to showcase high-quality, independently-owned language centres from around the world, as well as to highlight the very best of Wales, a place we are incredibly proud of.

“I was brought up in Japan, where the country’s Gender Gap Index ranking is currently 125th – a fact that isn’t often highlighted”

My background is in music, and Wales boasts an abundance of talent, culture, and heritage in this field. Since music is the universal language, I thought it was the perfect medium to showcase Wales.

I was very proud of my team, who worked together to successfully manage every aspect of the events. Now that we have completed this event, I’m excited to take Celtic to the next stage.

If you could learn any language instantly, which one would it be?

Arabic.

Arabic-speaking countries are incredibly diverse, fascinating and complex, with a long and rich history.

There are certain cultural customs related to human rights and gender equality that might be condemned by the Western world. As an Asian woman, I was quite hesitant about visiting the Middle East for the first time around 10 years ago, due to some concerns and negative information I had heard.

However, I was pleasantly surprised. I didn’t feel as uncomfortable as I expected, perhaps because I was brought up in Japan, where the country’s Gender Gap Index ranking is currently 125th – a fact that isn’t often highlighted when people visit Japan.

I found that people in the Middle East are as respectful as those in Japan, and there are many cultural and customary similarities.

I am not suggesting that having a significant gender gap is acceptable. There are countries and regions around the world, including the UK, where we need to work harder to bridge these gaps. However, to truly understand the issues and challenges, it helps to understand their language, show empathy, and meet and talk to people.

I also love Arabic arts, so I enjoy visiting mosques and museums, and I would love to learn more about their writing.

Book or podcast recommendation for others in the sector?

The Chimp Paradox by professor Steve Peters.

Regardless of your job, whether you’re dealing with relationship challenges with a partner, friend, family member or colleague, or simply trying to understand yourself, this is a must-read book. It helps you understand emotional intelligence, improve interpersonal relationships, enhance both personal and professional growth, manage stress, and develop leadership skills.

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