With a background in interdisciplinary studies from NYU Gallatin, Vivian Xing took an unconventional route to pursue her passion for marketing.

Her academic journey, which spanned photography, sociology, and philosophy, fueled her desire to explore creative industries, leading her to ESSEC MSc Marketing Management and Digital (MMD) program at the Asia-Pacific campus.

Drawn by ESSEC’s hands-on approach and Singapore’s strategic location, she quickly immersed herself in real-world projects, collaborating with leading brands like Montblanc and gaining valuable insights into the Southeast Asian market. Learn more about her journey.

From NYU Gallatin to ESSEC Asia-Pacific.

I did quite an unconventional undergrad program. My program was called Interdisciplinary studies, and I was encouraged to take any courses that sparked my interest within NYU.

So, for the four years of undergrad, I was immersed in the intersection of photography, sociology, and philosophy.

During my time at NYU, I also had the chance to take some courses at the business school and do a few marketing-related internships in the summer.

I became interested in pursuing marketing as a career, and I knew I wanted some systemic marketing training to equip me with the necessary skills and frameworks.

How does the ESSEC MMD program align with your pursuit of marketing?

I was attracted to the MMD program at ESSEC APAC specifically for two main reasons.

First, I find that the courses at ESSEC are quite hands-on—there are many opportunities to work with industry professionals on real problems they face.

We also have the chance to exchange ideas and learn from the feedback from the companies and organizations we work with. To me, this is essential for my learning.

Second, ESSEC APAC is situated in Singapore—a melting pot of culture and the gateway to the emerging Southeast Asian market.

The program is also quite diverse, with students and faculty from different parts of the world and backgrounds.

I believe this is the kind of environment in which I can learn and grow, not just academically and professionally but also personally.

What are your favorite parts of the program?

One of my favorite experiences was the Digital Marketing Challenge (DMC). My group worked with Montblanc on a 360-degree marketing plan to promote their new bag collection to younger consumers.

Over three months, we maintained close communication with the Marketing team at Montblanc Singapore.

We also conducted store visits to better understand their collections, retail spaces, and past activations and results.

Working on real-world challenges with a top brand sounds exciting. Can you elaborate more on the DMC project?

This opportunity allowed us to get creative and have fun creating cool activation ideas while being pushed and challenged to craft a more holistic and relevant marketing plan.

I felt great achievement when we finalized our pitch deck and presented it to the client, especially when they mentioned that they would adopt some of our suggestions.

Collaborating with our peers in Group A for DMC was also valuable—it was a great chance to hear their fresh ideas and learn how to work with different people.

Creativity and craftsmanship seem to inspire you. What’s the appeal of luxury and beauty to you?

As an artistic and creative individual, I have always admired the artisanship and innovativeness of luxury and beauty brands.

I thrive in creative spaces where their unique values can inspire me.

In the short term, I aim to establish a career with esteemed companies like L’Oréal, LVMH, and Richemont.

Your passion is infectious. What are your career goals?

My goal is to develop comprehensive 360-degree marketing skills in the dynamic local markets of Asia, which present significant growth potential and rapid changes.

I aspire to work in brand management or product development roles at the European headquarters for five to eight years.

Here, I can blend my marketing skills with my artistic flair to contribute to the sustainable growth of renowned brands.

Share your internship and work experience while pursuing the MMD program.

I started my internship as a Travel Retail Marketing intern in the Fragrance Business Unit at L’Oréal one month ago.

My responsibilities include assisting the Marketing Product Management Team with product launches, activations, and animations, managing the product catalog, and ensuring excellence in retail expression and service.

Currently, I am working on a new product launch project, which has been a very enriching experience. I observe every step in bringing a new product to market, from logistics to animations.

Applying the framework we learned in class to a real-world project has deepened my understanding significantly.

So far, it is a fast-paced environment where I am learning many new things every week. The role requires close communication and collaboration with various stakeholders from different markets.

My past eight months at ESSEC, working on numerous projects with diverse teams, have prepared me well for this environment.

You also recently assisted in an event as a Communications Lead for Mama on Palette.

I was introduced to the NGO Mama on Palette in Professor Julien’s Impact Entrepreneurship class. Mama on Palette is Singapore’s first and only community that empowers and celebrates mothers in the arts field.

In May, they held their fourth annual Mother’s Day art exhibition at South Beach Tower, presenting the theme “Through Her Eyes: The Unseen of Motherhood.” Along with a few other ESSEC students, I volunteered as the Content Lead for their event.

My responsibilities included developing press releases, strategizing social media campaigns, and executing content creation on Instagram, Facebook, LinkedIn, and TikTok. From January to June 2024, I worked closely with the Mama on Palette team and other volunteers.

Tell us more about your experience working on the exhibition.

One of my favorite memories was covering the stories of fashion models at the exhibition. These models are mothers from diverse backgrounds, including artists, entrepreneurs, and caregivers of children with special needs.

It was an honor to work with each of them, uncovering their unique stories of motherhood and narrating their beautiful journeys. Using my skills to spotlight these inspiring mothers and share their stories to inspire others was fulfilling.

In terms of challenges, I guess managing my time was the most significant one. I was quite busy in the second semester with school, my internship hunt, and my responsibilities on the study trip committee. Juggling these commitments was difficult at times.

However, seeing the art exhibition come together bit by bit each week was truly rewarding. The excitement of the mother artists showcasing their artworks kept me motivated.

It always feels good to help and support others, and I was happy to practice my content creation skills for such a meaningful cause.

What’s your advice for prospects looking to join the MMD program?

Be proactive. There are plenty of opportunities to join a team or association at ESSEC, like the study trip committee or the career service team.

Getting involved in these groups outside of your coursework is a great way to improve your leadership and project management skills, work with different students and faculty, and make new friends.