Born and raised in China, Jieying Guan is no stranger to navigating diverse markets. After earning her bachelor’s degree from Hong Kong Baptist University and gaining internship experience with global brands like LVMH, L’Oréal, and McDonald’s, she decided to push her marketing career further by joining the MSc in Marketing Management and Digital (MMD) program at ESSEC Asia-Pacific in Singapore.

“The program offered the perfect combination of digital marketing, luxury brand management, and hands-on learning,” she explains. “It felt like the missing piece that could bridge my academic foundation with my industry experiences.”

Turning Theory into Practice

What drew Jieying to ESSEC was not just its global reputation and high ranking, but the structure of the MMD program itself.

“ESSEC really lives up to its promise of learning by doing,” she shares. “One of my favorite experiences so far was the Digital Marketing Challenge (DMC), where we worked with COMO Hotels and Resorts.”

In that project, Jieying and her team conducted strategic research and presented a market expansion plan tailored to China’s luxury travel segment.

“Working directly with COMO’s directors was such a valuable learning opportunity. It brought our classroom theories into real-world context and gave me fresh insights into the luxury hospitality sector.”

Exploring Industry Passions

Jieying is particularly drawn to the F&B and beauty industries—two areas she sees as deeply rooted in both creativity and consumer engagement.

“In F&B, it’s exciting to watch brands shift toward sustainability and digital storytelling. With beauty, I love the innovation around clean products and inclusivity. These are industries that aren’t just evolving—they’re reshaping culture.”

She sees digital tools as critical enablers of change, allowing companies to connect more deeply with customers while staying ahead of fast-moving trends.

Shaping a Career with Depth and Range

Jieying’s diverse internship experiences gave her a panoramic view of marketing across sectors. Whether it was luxury retail, fast-moving consumer goods, or quick-service restaurants, she saw firsthand how different industries approach similar business challenges.

“Each experience taught me something new about branding, consumer behavior, and what makes a campaign successful.”

It also shaped her decision to join the MMD program.

“The curriculum perfectly aligned with how I want to approach marketing—as a blend of data, strategy, and emotional intelligence.”

Building a Life in Singapore

Beyond academics, Jieying has made the most of her time in Singapore—from concerts and rock climbing sessions to social events like the ESSEC Halloween party.

“What stands out most is the friendships I’ve formed. Chatting about our dreams and differences with people from all over the world has been one of the most fulfilling parts of this journey.”

Advice to Future Students

Jieying encourages future candidates to embrace the full spectrum of what the MMD experience offers.

“Don’t hesitate to talk to your professors outside of class. They have real industry experience and can help you shape your career path.”

She also urges students to be active participants in class discussions and open to diverse perspectives.

“Some of the best lessons I’ve learned came from casual conversations with classmates. The program goes by fast, remember to make every moment count.”

Jieying’s Singapore Picks

Top hangout spots:

• Jurong East
• Orchard Road
• East Coast Park

Food favorites:

• Monki Taiwan Snack Bar @The Star Vista
• The Orange Lantern Gourmet Kitchen
• Glasshouse @Neil Road

Favorite activities:

• Meditation
• Rock climbing
• Shopping