A Cross-Continental Creative Foundation

Vanessa Lai’s path to ESSEC’s Master in Marketing Management and Digital (MMD) has been a dynamic blend of academics, creativity, and cross-cultural exploration. Originally from Hong Kong and Toronto, she studied Communications and Professional Writing at the University of Toronto, before honing her creative edge through fashion and storytelling courses at the London College of Fashion and the University of Oxford. Together, these experiences shaped her vision for a career at the intersection of brand, culture, and creativity.

Why MMD at ESSEC?

Vanessa’s decision to join the MMD program was rooted in her passion for the fashion and luxury industries. “What drew me in was ESSEC’s strong ties to luxury and its global perspective,” she explains. With Singapore as the base campus, she saw an opportunity to gain firsthand insights into Asia’s dynamic consumer landscape, all while benefiting from ESSEC’s French heritage and connections to European luxury houses.

She was particularly excited about the curriculum’s balance of strategy and creativity. “I wanted to be pushed outside of my comfort zone—especially in areas like digital tools and performance marketing,” she shared. “And learning from professors who’ve worked in the very brands I aspire to join was a huge motivator.”

Learning Through Practice

The experience has delivered beyond expectations. Vanessa’s team is currently a semi-finalist in the L’Oréal Brandstorm competition, where students are challenged to fuse marketing with innovation and tech. “It’s been incredibly rewarding to work on a project that reflects where the industry is heading,” she says.

She highlights the practical brand strategy projects with Fendi and Burberry as standout moments.

“Coming from a fashion background, these real-world assignments have been especially meaningful. They’ve helped me sharpen my approach to branding and apply theory in tangible ways.”

Industry speaker sessions have been equally impactful. “We’ve heard from professionals across fashion, hospitality, and beauty. Many of them have unconventional career paths, which makes their insights both surprising and inspiring.”

A Cultural Lens on Luxury

Vanessa is captivated by the cultural nuances that define both luxury and digital marketing. “Luxury is about storytelling and craftsmanship—but how those stories are told varies across markets. Understanding local perspectives while maintaining a brand’s global voice is such a rich and complex challenge.”

She’s also fascinated by how digital platforms help brands connect personally with consumers, bridging markets and generations. “At the end of the day, it’s about building brand worlds that resonate—no matter where or how someone encounters them.”

A Career of Meaningful Storytelling

Vanessa envisions her future in brand or product marketing roles with fashion or beauty brands that blend creativity with cultural relevance. “I want to work on campaigns that feel intentional, not just beautiful,” she notes. Long-term, she sees herself in leadership roles where she can help shape brand narratives that reflect inclusivity, innovation, and purpose.

“Whether it’s through sustainable practices, emerging technologies, or storytelling that reflects diverse experiences—I want to help brands stay forward-thinking and connected.”

Creative Roots, Real-World Results

Before joining ESSEC, Vanessa built a career grounded in creative storytelling. At Gobi Partners, she led regional marketing campaigns and events in collaboration with global organizations like HSBC, Alibaba, and UN Women. From content strategy to speaker management, these experiences offered her a front-row seat to how brands craft their public identities.

She then worked with fashion and beauty brands on campaign visuals and branding, some of which were featured by Vogue.com, FIRST Models London, and Clara Pinto. “It taught me how to express a brand visually and emotionally across platforms.” Her earliest role was in retail at L’Oréal—a grounding experience that emphasized the importance of customer experience at every level.

Representing Her Cohort with Heart

Today, Vanessa serves as the student council (BDE) representative for the MMD Class of 2024–2025. “We’re one of the largest and most diverse classes to date,” she says. “Balancing different personalities and cultural expectations has been both a challenge and a learning opportunity.”

With the help of the Bureau des Sports (BDS) and fellow council members, Vanessa has helped create a vibrant student life experience—from managing the annual student fund to organizing cross-cultural events. “It’s taught me the power of empathy, collaboration, and adaptability.”

Advice for Future MMD Students

Vanessa’s advice is simple but powerful: “Be open to learning from your classmates.”

“Everyone brings something different to the table, and the most interesting lessons often come from outside your field of interest. This program isn’t just about becoming a better marketer—it’s about becoming a more thoughtful, informed, and culturally aware person.”

From Hong Kong to London, from Toronto to Singapore, Vanessa Lai’s path reflects a rich tapestry of global experiences and creative ambition. Through the MMD program, she’s weaving these threads into a career defined by storytelling, strategy, and purpose.