Jiayi Wang

Tell us a bit about yourself, your background and what made you choose the University of Leeds?

I come from Shanghai, China, and have always been passionate about branding, culture, and how global ideas connect with local markets. After several years working in marketing and consulting, I wanted to deepen my understanding of how international brands operate strategically. I chose the University of Leeds because of its strong reputation in both business and creative industries. The University’s global outlook and its emphasis on connecting academic theory with real-world application perfectly matched what I was looking for.

Why did you choose to study your particular course?

I chose the MSc Global Fashion Management because it offered a rare combination of business, marketing, and cultural perspectives. The course is jointly taught by the Business School and the School of Design, providing a well-balanced approach that links strategic thinking with creativity and innovation. I wanted to build the ability to translate creative concepts into actionable business strategies, and this programme offered exactly that bridge.

What aspects of the course did you enjoy the most?

What I enjoyed most was the collaborative and international learning environment. Working with classmates from diverse cultural and professional backgrounds provided me with new perspectives on global consumer behaviour and brand communication. The group projects and case studies were very engaging, and I especially appreciated how lecturers encouraged us to connect academic frameworks with real industry challenges. It was a course that truly sharpened both my analytical and creative thinking.

What does Leeds as a city have to offer students? 

Leeds is a vibrant and friendly city that feels both dynamic and welcoming. For an international student like me, it was the perfect balance – modern enough to offer everything you need, yet calm enough to feel like home. The city’s cultural diversity, independent cafés, and art scene made daily life inspiring. I also loved how easy it was to explore other parts of the UK from Leeds; it’s a city full of energy, warmth, and inclusivity.

What would you say about the learning and the career support facilities in your academic School or Faculty, and at the University in general?

The academic and career support at Leeds was excellent. The lecturers were approachable and genuinely cared about our progress, often sharing their own industry insights. The career centre provided practical help – from refining CVs and interview preparation to connecting students with real employers. I also found the workshops and networking events particularly useful, as they helped me link what I learned in class to real career pathways. Leeds gave me both knowledge and confidence to pursue an international career in marketing.

What have you been doing since finishing your studies?

After finishing my Master’s at Leeds, I returned to China and started working in marketing roles within multinational companies. I’ve mainly focused on B2B and brand strategy projects, where I apply what I learned about global market analysis and consumer insights. The cross-disciplinary nature of my course – combining business strategy with design thinking – helped me understand how to connect data, storytelling, and visual communication in real campaigns.

What company are you working for, what is your role, and what does it involve?

I’m currently working at AB InBev as an Assistant Manager in Trade Marketing. My role involves planning and executing promotional campaigns for key restaurant partners, coordinating with sales teams, and analysing campaign performance data to improve ROI. Before that, I also worked in marketing consulting, managing content localisation and event marketing projects for clients in the healthcare and technology sectors.

How do you think the skills and knowledge you developed at Leeds whilst studying your Masters helped with your career? 

Leeds gave me a strong foundation in strategic marketing and global communication. The programme’s mix of creative and analytical modules taught me to balance storytelling with measurable results – something I use every day in my work. Group projects with international classmates improved my teamwork and presentation skills, and the university’s connection with industry experts broadened my perspective on how brands operate globally.

Now that you’ve graduated, what would you say to students thinking about studying your course, do you believe your investment into the course was worthwhile for your career?

Absolutely. The Global Fashion Management course was a significant investment – it offered both academic depth and practical exposure to the thought processes of international brands. It helped me transition smoothly into the marketing field and built the confidence to work in multicultural environments. I’d advise future students to seize every opportunity to collaborate, explore ideas, and utilise Leeds’ incredible network – it truly opens doors.