UEA NBS Brand Leadership yearbook 2012-2013

MSc brand leadershipYearbook 2012-2013

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Norwich Business School University of East Anglia University Plain Norwich NR4 7TJ United Kingdom

Brand Leadership team [email protected] +44 (0)1603 591429

www.business.uea.ac.uk

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WelcomeThis book introduces you to some of the brand leaders of the future.

It’s a chance for you to get to know the students on the fourth year of the Brand Leadership MSc programme at the University of East Anglia, Norwich, UK. We’ve selected these students very carefully, and we’re giving them a broad-ranging education in branding – a programme that combines rigour with creativity. As a result, we think they can make a huge impact on you and your organisation. If you’d like to know more about the programme, or about any of the students, do ask us.

Peter Schmidt-Hansen and Robert Jones, Programme Directors

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About the programmeThis is the world’s first postgraduate course that puts brand at the heart of business.

About the programmeThis is the world’s first postgraduate course that puts brand at the heart of business. This unique collaboration between UEA and professional brand consultants gives students everything they need to become a brand leader – either in a large company or in a brand or advertising agency. The roles students will be ready for include:

• consultant or account manager in a brand consultancy

• planner or account person in an advertising or PR agency

• brand manager or marketing manager in a brand-owning company

• brand manager or marketing manager in a not-for-profit organisation.

Theory and practiceThe course was created by Norwich Business School with Robert Jones, who has 20 years experience at the global brand consultancy Wolff Olins. It’s taught by nine UEA faculty members, with the participation of over 30 brand businesses. The programme covers the theory and practice of branding, with an approach that’s both deeply rigorous and highly creative.

Comprehensive knowledgeStudents get a comprehensive grounding in branding – both its commercial role and its social impact. The course consists of seven main modules, plus a substantial dissertation. The modules cover:

• brand now, an up-to-the-minute survey of the world of branding

• brand and strategy, a rigorous exploration of the concept of brand equity

• brand, society and culture, a unique interdisciplinary study of the role of brands in the world

• brands in action, which challenges students to translate theory into practice

• brand research, a wide-ranging examination of current market research techniques

• innovation and organisational transformation, exploring the impact of brand on organisational development

• consumer brand behaviour, which looks at why we do what we do

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Mind-opening experiencesAlongside their core learning and main modules, the programme offers an extraordinary range of extras:

• a mentoring programme, which gives each student one-to-one access to a senior branding professional

• masterclasses with senior practitioners and some of the world’s top branding academics

• visits to brand-led businesses, brand consultancies and advertising agencies

• projects, tackling real brand issues for real businesses

• optional work experience

• and a special programme called ‘Brand me’ which helps students define their own personal brand

This year’s highlightsSome of this year’s highlights are:

• mentors including senior strategists from Wolff Olins, FITCH and Pentagram

• masterclasses with start-up expert Asi Sharabi, Matthew Higgins from top bank brand First Direct, and head of brand at Virgin

• visits to Lotus cars, Wolff Olins, AMV.BBDO, FITCH, and to the highly innovative beer business Adnams

• projects with a start-up chocolate company, a business advice service and a new tourism brand.

A springboard for careersThe brand leadership programme has proved itself as a springboard for careers in branding.

From the first two years of the course, 93% of graduates have jobs. Well over a third of them are now working in top London brand consultancies, like FITCH, OMD and VentureThree. Another 30% are building careers in big brand-owning businesses, such as Diageo, Google and Johnson & Johnson. And another 18% are working in brand consulting firms worldwide.

The people at FITCH tells us that our graduates are ‘head and shoulders above’ most of the applicants they interview.

“…the experience here [Wolff Olins] has definitely

inspired me to bring my work to a different level...

being able to learn different perspectives has

been crucial”

Josh Chi, 2011 MSc Brand Leadership student

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About the studentsThis year’s group of 17 students come from all over the world.

Around half have front-line experience in marketing or advertising roles, while a small proportion joined the programme straight from a first or second degree course. All have good quality degrees and excellent English.

The studentsTotal size of class: 17Average age: 25Male: 24%Female: 76%

Work experience before the course

• advertising

• events

• design

• industry

• media

• marketing

• project management

• research

• retail

• sales

Ambitions after the courseMost students are looking for consulting or marketing management roles - and several have a long-term ambition to open up their own brand consultancies back in their home markets.

“The course is very optimistic and inspiring. It has expanded the horizons for me and has helped me to find

a clear vision of what I want to do in life, what do I stand for.”

Masha Gribova, 2010 MSc Brand Leadership student

UK

USA

Malta

Russia

China

Taiwan

Vietnam

Indonesia

Hong Kong

Bangladesh

India

Norwich

where they’re from

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Recruiting from the programmeWe want to help you find the new recruits who best meet your needs.

Using this yearbookPlease use this book to look for potential recruits, and feel free to contact them directly through their email address. If you have problems getting in touch, email us at [email protected], and we’ll be happy to help.

Interviewing candidatesWe have great facilities for interviewing students both on the UEA Norwich campus and also UEA London, if that’s more convenient for you. Do ask us if you’d like to arrange this.

Advertising your vacanciesIf you have particular gaps to fill, let us know. We’ll pass on details to all the Brand Leadership students, and we can advertise more widely across UEA if you’d like us to.

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Working with the studentsThere are five exciting ways you can work with the students before they graduate.

Be a mentorA uniquely valuable part of the programme is the mentoring scheme. Each student gets a mentor who’s a senior practitioner. If you’d like to be a mentor, do let us know. All we ask is that you see your student three times over the course of the year - they’ll be thrilled to get the benefit of your experience and ideas.

Give a masterclassThrough the year, we arrange a series of masterclasses where guests come in and talk to the students, and share their theoretical thinking or practical experience. If you have a story to tell and are interested in giving a masterclass, let us know.

Invite the studentsWe’re keen for students to experience great brands, and great branding advisers at first hand. If you’re able to invite them to your organisation, and maybe give them a tour or a couple of short talks, we’d love to hear from you.

Do a projectThe most valuable learning comes from doing real projects for real clients. Each year, we divide the students into teams to take on demanding brand projects. If your organisation has a brand issue, and you’d like to get a team of committed and well informed brains working on it, please tell us.

Offer work experienceWe want every student to have the chance of work experience for up to one month from September. This is the best possible way for them to experience the branding business from the inside. If you can offer a placement, we’re sure you’ll benefit from your intern’s skills and enthusiasm.

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The students

Brooks Karl [email protected] +44 (0) 7805 181114 p. 10

Chakraborty Abhirup [email protected] +44 (0) 7424 179790 p. 11

Chen Yu-Ting [email protected] +44 (0) 7907 325682 p. 12

Deng Yongpei [email protected] +44 (0) 7583 134330 p. 13

Hoang Minh [email protected] +44 (0) 7446 875187 p. 14

Johnson Elizabeth [email protected] +44 (0) 7587 060749 p. 15

Gilang Kartika [email protected] +44 (0) 7554 870446 p. 16

I-Ching Lai [email protected] +44 (0) 7784 374140 p. 17

Canson Lau [email protected] +44 (0) 7907 321615 p. 18

Martynova Alisa [email protected] +44 (0) 7442 312598 p. 19

Miscallef Ian [email protected] +44 (0) 7902 717288 p. 20

Pham Ly [email protected] +44 (0) 7784 679168 p. 21

Raghvani Nisita [email protected] +44 (0) 7535 343303 p. 22

Shelley Sara [email protected] +44 (0) 7795 567731 p. 23

Wang Zibo [email protected] +44 (0) 7746 313914 p. 24

Wu Yanting [email protected] +44 (0) 7746 305857 p. 25

Xu Jing [email protected] +44 (0) 7544 895877 p. 26

“The course…gave me the brilliant opportunity to imagine, create and develop myself”

Varya Karaulshchikova, 2010 MSc Brand Leadership student

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[email protected][email protected]

Telephone+44 (0) 7805 181114

LanguagesEnglish (native)

About meI have a keen, ambitious but conscientious personality. In branding I have found a subject that I am passionate and excited about.

Career interestsI am open to an exciting and challenging role in branding where I can gain valuable experience and apply and develop my skills.

Education and qualifications

2013 Norwich Business School, University of East Anglia, UK MSc Brand Leadership (full-time programme) Currently studying towards

2012 Norwich Business School, University of East Anglia, UK BSc Business Management (full-time programme)

Professional experience

2009-2011 Hammerton Leisure Ltd, UK Bar staff

• Provided good customer service under pressure • Worked in a busy environment as part of a team• Developed confidence and inter-personal skills

Project experience

Marketing Communications Project, The Sugar Hut Thai Restaurant, NorwichI assumed the role of creative director for a group project during the second year of my undergraduate a degree. I, and a group of colleagues, conducted a study of the brand of a popular Thai restaurant in Norwich, called The Sugar Hut. We devised a Marketing Communications Campaign for the restaurant, for which I designed a print advertisement. We then pitched and received positive feedback on our work.

City Branding, NorwichOver the first and second semester of the Brand Leadership course, we undertook comprehensive research into the Norwich brand and citizens of Norwich. We used quantitative and qualitative methods to interview 170 citizens in the centre of Norwich. We then used statistics software SPSS to input and analyse the data. We used our findings to make recommendations for a brand campaign, further research and events in the city. Finally, we presented our methods, findings and recommendations.

Karl Brooks

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[email protected]

Telephone+44 (0) 7424 179790

LanguagesEnglish (fluent)Hindi (fluent)Bengali (native)Spanish (basic)

About meI am a self-motivated and ambitious individual who firmly believes in his personal strengths and passions in life to help towards achieving milestones in his career as a brand practitioner. I am passionate about using the potential for branding to enrich people’s lives and the environment at large. I am an avid traveller and enjoy inter-cultural experiences and opportunities to learn from them.

Career interestsI am keen to build brands with mainstream brand consulting firms. Further on in my career I would like to help develop brands for businesses that strive to be sustainable and responsible. Sustainability and responsibility are important issues to me and I wish to use my skills and experience to support these principles.



2008 University of Delhi, New Delhi, India BA (Hons) Political Science (full-time programme)


2011-2012 Brands of Desire Ltd, India brand consulting Brand Research Associate

• Brand strategy: primary and secondary research, brand assessment, positioning and architecture planning

• Brand identity: communicated and managed the brand including conception of brand guidebooks, product interface, marketing communications, collaterals and advertising

• Marketing and promotion: mascot promotions, outdoor advertising, search engine marketing and social media marketing

2009-2010 Ventursol LLC, India business research Senior Research Associate

• Business research and knowledge dissemination projects including benchmark profiling, acquisition target research, industry research reports and government policy analysis

2009 BrandGain, India marketing Research Associate (Contract)

• Commissioned a primary research study on broadband internet penetration in North and West India

• Client engagement with Microsoft Dynamics for its Business Renewal Enhancement Plan (BREP) in liaison with Microsoft’s internal marketing team

Project experience

Brands of Desire Ltd, New Delhi, IndiaPakistan’s oldest consumer goods brand looked to diversify into ready-to-eat meals by launching an entirely new brand. I was involved throughout the project to devise a strategy; we looked to capitalise on Islamic culture and more importantly rituals associated with feasts during the holy month of Ramadan. The final idea was a premium brand that is positioned uniquely in the market in terms of its identity as well as all the touch points of the brand.

Wherry Yacht Charter, Norwich, UKThe Norfolk Wherry is one of the most distinct icons in the vast heritage of the County of Norfolk but one that over time lost relevance and recognition. The project was commissioned as a part of our Master’s program to revive the Wherry as a distinct brand and unlock its potential for commercial and social impact, and not solely tourism.

Abhirup Chakraborty

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[email protected]

Telephone+44 (0) 7907 325682

LanguagesMandarin (native)Taiwanese (native)English (fluent)

About meI believe that passion and patience will bring me into an innovative future. Ambition is always the motivation to improve.

Career interestExperiencing cultures and understanding histories are the ingredients for telling attractive stories. I like to help countries or firms to promote their own stories through branding.



2007 Aletheia University, Taiwan BA English (full-time programme)


2010-2012 First Tech Electronics Co Ltd Production Control and Purchaser

• Scheduled scheme production, handled materials, and liaised with production line managers to ensure all orders were dispatched on time

• Looked for and negotiated with suppliers to meet targets including prices, quality of parts and lead times

2008-2010 First Tech Electronics Co Ltd Project Manager

• Planned national and international exhibitions, such as brainstorming with colleagues to decide themes of exhibitions, design booths and DMs

• Liaised with clients about their new product designs and analysed their probability of success in the markets, with conditions of lower costs and good stably quality

• Searched product information and follow marketed trend to meet the needs of consumers

• Used company website and self-made DMs to develop the markets and strive for more commercial opportunities across the world

2008 – 2010 First Tech Electronics Co Ltd Sales Assistant

• Dealt with documents including quotations, shipping lists, and invoices

• Assisted with the design of DM and sales catalogue using Adobe Photoshop

• Followed up orders

Project experience

Exhibition in Taitronics, Taipei, Taiwan, 2009Since 2008, First Tech Electronics Co Ltd. has been committed to establishing professional brand images and promoting its own brand. I was involved as a member of the 2009 Taitronics team and devised the strategy to promote our ideas. Adopting black colour as a motif, we used the colour in our exhibition booth, brochures, DMs, business cards, and uniform. This plan has been adopted over three years and established these images in existing and potential clients.

Yu-Ting Chen

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[email protected]@qq.com

Telephone+44 (0) 7583 134330

LanguagesChinese (native)English (fluent)

About meI am full of passion, energetic and diligent, and I believe in the power of innovation, integrity and insight.

Career interestsIn the future I am interested in working as a brand supervisor, manager, and brand director at a pharmaceutical company.



2006 China Pharmaceutical University, Nanjing, China BSc Business Management (full-time programme)


2010-2012 Xi’an Janssen Pharmaceutical Ltd (subsidiary of Johnson & Johnson)

pharmaceutical Regional Product Supervisor

• Maintained and fostered regional VIP speakers• Provided training on product and disease knowledge for sales staff• Developed and executed regional marketing plan • Engaged with external healthcare professionals to coordinate

participation in advisory boards, medical education, symposia and congresses

• Collaborated across cross-functional and geographical boundaries

2006-2010 Xi’an Janssen Pharmaceutical Ltd pharmaceutical Sales Supervisor

• Responsibility for sales representatives meeting sales targets.• Identified and exploited business opportunities with new and

existing customers.• Ensured products met customer needs• Planned regional educational meetings

2006 China Otsuka Pharmaceutical Co Ltd pharmaceutical HR Specialist

• Assisted in setting performance targets and collecting results• Promoted corporate culture through publication of the

Otsuka corporate newspaper and updating the company notice board

• Assisted in processing staff paperwork such as contracts of employment, and reimbursement of medical payments

Project experience

National Headache Training Course, China, 2011This project aimed to enhance the headache knowledge of Chinese neurologists. I invited more than 400 Chinese neurologists and other speakers from around the world to attend this conference. I also designed and published the conference papers.

The Third Asia Headache Conference, China, 2010I invited more than 100 experts from around the world to attend this conference, and arranged visitor hospitality.

Yongpei Deng

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2012 Liverpool John Moores University, UK BA (Hons) Business and Public Relations

2009 Liverpool John Moores University, UK International Foundation Business, Law & Social Studies


2011 Walt Disney Resort Orlando, Florida, USA tourism Merchandising Internship

• Developed customer service skills• Assisted visitors with product selection and sales• Assisted with stock control• Dealt with complaints

2011 Paver Smith PR Agency, Liverpool, UK public relations Work Experience (three-month placement)

• Researched client profiles, products and markets for companies including Holland & Barrett, Liverpool Garden Festival, Liverpool Ladies Football Club and Marie Holiday Park

• Liaised with newspaper editors to arrange press releases• Worked as part of a team to prepare client events• Learned self-motivation and developed interpersonal skills

2008 Gentle Fund Organisation, Vietnam charity Volunteer Charity Assistant

• Liaised with guardians and sponsors around fundraising and maintaining contact with patients

• Assisted in identifying translators and transportation for patients travelling to Singapore for surgery

• Learned value of branding and marketing in raising awareness of organisations

Project experience

Diva Creative, 2011In my final undergraduate year, I worked part time with the marketing agency Diva Creative to support its campaign ‘NHS Healthy Sefton’. I was a member of a team of 20 people delivering 10 on-street events across Sefton, which reached nearly 700 people. My role was to provide residents with details of new NHS services and encourage people to learn about adopting a positive, healthy lifestyle. My tasks included conducting surveys with local residents, giving out leaflets, introducing and encouraging them to try the new health service. Residents were receptive to this community engagement campaign and we exceeded targets by over 300%.

[email protected]

Phone number+44 (0) 7446 875187

LanguagesVietnamese (native)English (fluent)

About meI am a positive and independent thinker with confident communication and interpersonal skills. I see myself as a realistic person who is eager to learn and always open to constructive criticism. I believe my strong personality and genuine passion in everything I try to achieve will lead me to success in my career in branding.

Career InterestsMy career plan is to be a professional brand strategist in the next five years. I would like to invest my time and knowledge in a branding agency where my contributions will count. In ten years’ time, I hope my projects will make a positive difference in society and support Vietnamese brands in the international market.

Minh Hoang

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2011 The W.A. Franke College of Business, Northern Arizona University, USA

BSc Business Administration and Marketing Cum Laude Certificate in Promotions and Marketing Communications (full-time programme)


2008-2012 Horizon Spa and Pool Parts, Tucson, Arizona, USA Marketing Associate

• Developed and maintained a customer contact programme • Communicated with the top 1000 customers regarding

existing Horizon programmes• Assisted in development of an e-commerce marketing

programme

2012 Arizona Sports Marketing (managed by IMG College),Tucson, Arizona, USA

Spring Sponsorship Intern• Assisted with sponsorship set ups and activations

during on campus events• Photographed sponsorship activations onsite• Communicated regularly with sponsors during on

campus events

2011 Northern Arizona University Athletics, Flagstaff, Arizona, USA

Marketing Intern • Organised and maintained athletic promotional material

at sporting events• Prepared music selections at events• Enhanced fan database using Microsoft Office Excel

Project experience

Marketing Plan for Flagstaff Extreme, Flagstaff, Arizona, USAFrom August 2011 to December 2011 I worked with a group of four other marketing students to research, plan and create a marketing plan for an up and coming extreme ropes course in Flagstaff. It focused on target market evaluation, targeted promotions, positioning strategies and financial projections.

[email protected]

Telephone+44 (0) 7587 060749

LanguagesEnglish (native)

About meI am an energetic, outgoing person who loves to try new activities and ideas. I like to continually expand my horizons, meet new people and experience new cultures.

Career interestsI would like to apply my education and experience in Marketing and Branding as a Brand Manager and to ultimately bring that experience and education into the sports branding sector.

Elizabeth Johnson

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[email protected]

Telephone+44 (0) 7554 870446

LanguagesIndonesian (native)English (fluent)

About meI am a positive thinker, hardworking and creative, and I am always excited about facing new challenges. I am someone who loves to transform dreams into reality. I am also good at analysing situations, I love to find out the solution to any problem.

Career interestsWith my knowledge, experience, and passion for branding, in the future I would like to help brands evolve into all they can become. I would like to teach branding in universities and organisations. I have ideas for writing articles and books, establishing professional branding associations, especially in Indonesia, and developing a management consultant company in branding strategy.

Gilang Kartika



2012 Universitas Indonesia, Jakarta, Indonesia Magister Management

MBA degree majoring in Marketing (full-time programme)

2010 Bakrie University, Indonesia Bachelor’s Degree in Business and Economics

(full-time programme)

2010 Trisakti University, Jakarta, Indonesia Bachelor’s Degree in Economics (full-time programme)


2010-2011 Forceone Consultant, Jakarta, Indonesia Marketing Analyst

• Designed a qualitative and quantitative research project for companies; this involved problem-solving

2010-2011 Warta Economy Magazine, Jakarta, Indonesia Journalist

• Analysed Information and Telecommunication Technology and e-Government

• Researched and wrote specialised news articles and carried out social media activity

2010-2011 PT.Bakrie Telecom Tbk, Jakarta, Indonesia Marketing Analyst (Internship)

• Researched and analysed current situation in Telecommunication industry

• Carried out research to develop new ideas for improving service and products of PT. Bakrie Telecom

• Presented findings back to company

Project experience

2008-2009 Trisakti University, Jakarta, Indonesia Committee Leader

• Led project to create a yearly Economics magazine for students• Planned and managed the workflow process• Developed new ideas for re-branding the magazine

2008 Bakrie Brothers multi-industry organisation Project and Event Manager,

Bakrie Goes Green (one-day corporate event)• Branded event including logo, flyers and merchandising• Raised awareness of environmental concerns• Planned and managed workflow• Acted as problem solver

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[email protected]

Telephone+44 (0) 7784 374140

LanguagesEnglish (fluent)Mandarin (native)Taiwanese (native)German (basic)

About meAs an energetic independent designer, I am very inquisitive and work to a high standard. I see challenges as the best opportunity to develop myself. I am a very optimistic person and stress is never a problem for me!

Career interests My ambition is to join a well-known international brand consultancy and to work as a brand strategist. I would also like to be a brand consultant for independent designers who need help to build up their businesses.



2009 National Cheng Kung University, Tainan, Taiwan BSc Industrial Design


2009-2011 The One Images Co Ltd, Taipei, Taiwan Product Designer

• Oversaw product design and research projects• Project leader for product design cases• Undertook graphic design and installation art work• Represented company at training classes in Taiwan

National Palace Museum• Represented company at MAISON & OBJET design

exhibition in Paris

2011 Lin’s Ceramics Studio , Aurlia Corporation, Taipei, Taiwan Freelance Graphic Designer

• Designed corporate publications for companies

2011 Taiwan Development Institute, Commuity Development Association, Chiayi, Taiwan

Freelance Graphic Designer• Designed monthly publications for the Aboriginee community

in Alishan

Project experience

Dian Shin Design Refreshment Exhibition, TaiwanI have attended this exhibition annually since 2010. Every year there the design exhibition has a different theme. The designers have to produce a new product that fits the theme and is well designed. The core aim of this exhibition is to improve local traditional industry through cooperation with contemporary designers. I worked with factories and craftsman to come up with products that touch people’s hearts.

Taipei Fine Art Museum, TaiwanI was the project leader for design products for Taipei Fine Art Museum. There were four designers in my team. My responsibility was to manage the project including production of samples and present the project to the museum.

Taifer Sea Cultural Experience Park, TaiwanTaifer is a public organization that invests in many different sectors. This new sea cultural experience is its most recent investment. I was involved in this branding project working as a product design group leader and also contributed to creating a new name and visual identity for this park. As a team leader, I led the product design team in presenting 10 final sea cultural products and the associated marketing strategy to promote the client’s new park.

I-Ching Lai

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[email protected]

Telephone+44 (0) 7907 321615

LanguagesMandarin (fluent)English (advanced)Cantonese (native)

About meI am a creative person who can interweave critical and artistic thinking skillfully to fulfill market needs.

Career interestsAs a professional in a creative industry, I am willing to share my experience and knowledge with companies, which seek for an energetic brand leader.

Canson Lau



2010 RMIT University, Australia Co-presented by Hong Kong Art School

BA Fine Art (Photography) (part-time programme)


2004-present Happening Design Creative Director

• Managed design team• Provision of services including different kinds of apparel

design, fashion graphic design, brand identity, formulating market strategy and designer training

1998-2004 Apostrophe S Ltd Fashion Designer

• Designed Hong Kong street fashion wear• Managed process of sampling production and quality control

from start to finish• Undertook brand positioning and marketing strategy work for

new brand ’Happening’

1995-1998 XCVIII Ltd Assistant Fashion Designer

• Assistant designer at Peter Lau, Hong Kong Fashion Designer Label

• Designed high fashion apparel• Assisted with organisation of fashion shows in Hong Kong,

China, Japan and Singapore

Project experience

How, Hong KongCooperated with Hong Kong street wear fashion designer to develop the young fashion retailing market in Hong Kong and China. Provided fashion and accessory design, and design of fashion graphics and logos.

Creation Maternity, UKProvided design of logo, apparel and fashion graphics for a UK online maternity wear company.

Happening Art Ltd, Hong KongEstablished a new brand, with responsibilities including brand positioning, visual identity and marketing strategy for a Hong Kong art education company

Baby Creations, ChinaLed a design team to provide visual identity, interior and apparel design and formulated marketing strategy for a Chinese babywear chain.

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[email protected]

Telephone+44 (0) 7442 312598

LanguagesRussian (native)English (fluent)French (intermediate)Spanish (intermediate)Chinese (basic)

About meAn energetic optimist willing to share ideas with the world. I am curious about life and enjoy resolving challenges with realistic solutions.

Career interestsI aspire to be a brand consultant working in a dynamic and evolving environment, helping businesses to explore the benefits of a strong brand and to achieve their goals.

Alisa Martynova



2011 Norwich Business School, University of East Anglia, UK BSc Business Management (full-time programme)

2010 Siberian State Transport University, Russia BSc International Economics (full-time programme)


2011-2012 OPORA LLC, Novosibirsk, Russia construction Finance Department Manager

• Prepared daily reports• Reconciled bank account for ticketing office• Liaised with bank and leasing companies’ managers• Compiled monthly reports• Maintained chargeback account• Prepared monthly balance sheet schedules• Assisted in preparing analysis of investment decisions

2009-2010 International and Outreach Office, University of East Anglia, UK

Russian Student Ambassador• Communicated with prospective students• Maintained Ambassadors profile on Facebook • Represented the University at the meetings with agents

in Russia• Participated in creation of UEA’s advertisements in

Russia

2007-2008 OPORA LLC, Novosibirsk, Russia construction Accounting Department Intern

• Prepared and verified daily reports• Handled accounts

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[email protected]

Telephone+44 (0) 7902 717288

LanguagesEnglish (fluent)Maltese (fluent)

About meDespite hailing from a small island, I carry with me a big ambition. As Malta’s first ever brand leader I believe I can make an everlasting mark on international brands. I have an instinctive yet sensitive spirit and admire brands that strive to be different.

Career interestsI am currently cultivating my own brand The Folkster’s Hat and would like to see this project thrive. I hope to secure a creative role at a top brand consultancy in London. In time I aim to set up my own consultancy and lead a brilliant team of branding talent.

Ian Micallef



2009 University of Malta, Msida, Malta BA (Hons) Tourism Studies (full-time programme)

2006 The Institute of Tourism Studies, St George’s Bay, Malta Higher Diploma in Hospitality Management (full-time programme)


2010-2012 Pender Ville Ltd, St. Julian’s, Malta real estate development Marketing Executive

• Executive role for leading real estate development in Malta• Facilitated relationship between Pendergardens and

various stakeholders• Designed and monitored a new website• Launched a social media campaign• Designed brochure and published quarterly newsletters• Photography and video production• Coordinated a series of street art projects• Organised a corporate social responsibility fundraiser• Designed property trade fair stands• Created concepts for new business development• Presented strategic marketing plans

Project experience

Pender Ville Ltd, St. Julian’s, Malta, 2011 Following the design and launch of a new website, I coordinated a large street art project with three upcoming artists. The aim of this project was to raise awareness for the Pendergardens brand, sell 150 apartments and encourage online traffic towards the newly designed website. The strategy was to intertwine the company’s core values with its newfound online identity. The website was a big success, the street art installations are still in place and ‘Phase One’ of this three-phase development has since sold out. www.pendergardens.com

The Malta Heritage Trust – Fondazzjoni Wirt Artna, 2009-2010The Malta Heritage Trust is a voluntary NGO in the field of tourism, heritage and awareness. Some of my responsibilities included the running a small marketing and sales department, handling large group bookings, planning logistics for corporate meetings and incentives activities, safeguarding heritage sites during events, promoting the sale of a multi-site ticket within schools, designing posters and flyers, improving public relations and issuing press releases, photography and video production, website design and acting as webmaster. I was responsible for the setting up a small online shop and also interviewed candidates and participated in a number of voluntary weekend reenactment displays, raising both additional funds and awareness. www.wirtartna.org

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[email protected]

Telephone+44 (0) 7784 679168

LanguagesVietnamese (native)English (fluent)German (basic)

About meAn imaginative and self-seeking individual who is eager to embrace life. I love to play with ideas and am prepared to challenge convention.

Career interestI am keen to become a pioneer in building value-added service brands in Vietnam and expect to use communication as the bridge to solve disagreement

Ly Pham



2011 Foreign Trade University, Hanoi, Vietnam Bachelor of International Business (full-time programme)


2011-2012 MILDOT Marketing and Communications, Hanoi, Vietnam PR Officer, Assistant to Managing Director

• Tracked PR article release and PR plan execution • Followed up and ensured PR expense were settled on time

and correctly • Managed and maintained databases of media contacts• Worked closely with internal event supervisor and designers to

ensure customer satisfaction• Assisted Managing Director in meeting and building

relationships with clients, preparing reports and work schedules, negotiating with sponsors and partners

2011-2012 IDP Education Pty Ltd, Hanoi, Vietnam Interpreter (part-time)

• Collaborated with Australia School Representative at IDP exhibitions

• Provide consultancy services to Vietnamese students

Project experience

Zespri International Limited PR campaign, VietnamThis campaign took place in Summer 2011 to promote the Zespri kiwifruit in Vietnam. Through this campaign, Zespri kiwifruit’s image was improved and the company reached out to various types of potential consumers. I was responsible for liaising with a local press agency and budgeting the campaign.

Ha Noi Futsal Tournament 2011The Hanoi Futsal Tournament is the first and only international amateur indoor football tournament in Vietnam. I was in charge of the planning process. My tasks varied from preparing all communication materials for the event, to liaising with sponsors, teams, production staff and designers.

Bac A BankBac A Bank launched a new visa domestic card in September 2011. The Bank organised a large-scale launch promotion, offering many incentives to its customers. The PR campaign aimed to publicise the bank’s new credit card and services and give more visibility to the bank’s promotion campaign. I was involved in this campaign from start to finish. My key roles were proposing the media plan, and producing and distributing press releases and articles to targeted media.

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[email protected]

Telephone+44 (0) 7535 343303

LanguagesEnglish (fluent)Hindi (fluent)Gujarati (fluent)Kishwahili (basic)

About meKey words that describe me are hardworking, motivated, social, creative, proactive, and hopeful for the future. I like to get involved with positive activities. I would like to be known as brave, honourable and an asset to my world.

Career interestsI would like to work in an organisation which is challenging, active, team orientated, and has job enrichment opportunities. I am looking for emotional fulfilment at my current stage in life. I am willing to learn, adapt and grow.

Nisita Raghvani



2012 Norwich Business School, University of East Anglia, UK BSc Business Management


2012 Dynasty UK, London, UK fashion Internship

• Learned about the process of designing a dress for a season• Experienced the business aspect of sending designs to China• Worked on photo shoots for dresses• Helped with designing the catalogues• Assisted with social media activity• Observed pitches to clients• Invoicing and pre-orders via Sage Software• Attended a trade-only exhibition and gained insight into the

fashion industry• Visited a printing press and saw the range of products,

services and machinery used to print out various orders

2006 Ligent Technologies Ltd, Nairobi, Kenya advertising Work Experience

• Involvement in design, printing, cleaning and packing process• Learnt about the below the line advertising industry, which led

me to move into branding

Project experience

City Branding Norwich 2012Working with fellow students, I was required to look at aspects that could be used in the branding of Norwich. We acquired 171 questionnaires with both quantitative and qualitative information. We ran the quantitative information through IBM SPSS Statistics software package used for statistical analysis and, based on our findings, made recommendations for a campaign for Norwich City Council. We wrote a report focusing on aspects of a Conceptual Model and used our findings to support our recommended campaign which carried an adaptable slogan ‘Norwich in Harmony’, which could be potentially be put in context of seasons e.g. ‘Norwich in Summer’.

Marketing Communications, Theatre Royal Norwich 2012 Project LeaderMy fellow students and I devised a marketing communications strategy for the Theatre Royal Norwich. We gained an understanding of how the theatre markets itself to its different target audiences and developed a campaign to extend its audience to Norwich professionals. The judging audience identified with our presentation, and although the theatre did not run with the campaign, as students we gained experience about how theatres work, how to connect with professional organisations, and how different industries network.

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[email protected]

Telephone+44 (0) 7795 567731

LinkedIn www.linkedin.com/sashelley

LanguagesEnglish (fluent)Bangla (native)Hindi (basic)French (basic)

About meI believe it’s important to have a sense of humour in life. My approach in life is to stay open and receptive, to try new things, and do what I truly enjoy and feel passionate about.

Career interestsMy interest lies in building brands that have a positive impact on the environment and to people’s lives in fresh and innovative ways.

Sara Shelley



2010 University for the Creative Arts Farnham, Surrey, UK BA (Hons) Advertising and Brand Communication

2007 University for the Creative Arts Farnham, Surrey, UK BTEC Foundation Diploma in Art and Design


2011-2012 venturethree, London, UK Project Manager

• Directed and coordinated project teams• Managed project development• Supported project directors with daily tasks• Liaised and negotiated with clients• Developed relationships with clients

Project experience

2010-2011 CultureLabel, London, UK Marketing and Communications Assistant

• Worked on social media, generating traffic to website via Facebook & Twitter and blogging

• At root of conception and development of Gift Concierge Service• Proposed an improved blog design which resulted in a simple,

user-friendly layout• Web / digital strategy and design• PR assistant

May 2010 Bloom Consulting, Madrid, Spain Creative Intern

• Worked on a live brief in a competitive environment for three weeks as part of final major project in third year of undergraduate course

• Created branding and packaging style for a restaurant brand• Worked towards client specifications• Collaborated with another group to develop final designs

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[email protected]@uea.ac.uk

Telephone+44 (0) 7746 313 914

LanguagesMandarin (native)English (fluent)

About meI am constantly seeking more efficient ways to learn and believe that planning leads to success.

Career interests In the future, I would like to work as a brand consultant who can use knowledge of branding to help organisations.



2011 James Cook University, Singapore BSc Marketing (full-time programme)

2011 James Cook University, Singapore BSc Management and Entrepreneurship (full-time programme)


2010 James Cook University, Singapore Manager of Basketball Club

• Arranged the team meetings and training time• Communicated with coach and captain of the basketball team

and conveyed messages to team members • Negotiated with other basketball club managers and

Singapore University basketball community • Inspired team members to be more active and ambitious

Project experience

PR campaign for Survival skills, 2010 The purpose of this project was to educate people in survival skills for situations such as fires, rainstorms and earthquakes. We designed brochures and sent these to university students. By taking part in activities and watching videos, students could gain experience and build awareness of this campaign.

Zibo Wang

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Yanting Wu

[email protected]

Telephone+44 (0) 7746 305 857

LanguagesChinese (native)English (fluent)

About meOptimistic, passionate and reliable are the best words to describe my personality. Having worked in media planning for 7 years, I have strong strategic thinking and professional planning skills. My work history has also led to my interest in how to build a successful brand.

Career interestsMy ambition is to become a brand leader in a company or a brand consultant in an agency. I am open to positions with both new and established companies.



2005 East China University of Science and Technology, China BA Social Work (full-time programme)


2010-2012 Zenithoptimedia, Shanghai, China media agency under Publicis Media Planning Manager

• Clients including Shanghai General Motors, Cadillac and OnStar• Developed strategic media plans for both annual plan and new

car model launch campaign • Participated in pitching project and presenting to client• Liaised directly with client’s marketing department

2006-2010 Zenithoptimedia, Shanghai, China media agency under Publicis Media Planning Supervisor

• Clients including Shanghai General Motors and Cadillac• Developed simple strategic media plans• Participated in market research (focus group) • Conducted annual negotiation with print media

2004-2006 Mindshare, Shanghai, China media agency under WPP Assistant Media Planner

• Clients including BMS, Wyeth, TNT, DTC, North American Airline and Lufthansa

• Updated campaign reviews and competitive reviews• Liaised with media vendor• Used Master software (adexpower, infosys, CMMS, ect)

Project experience

Luxury car owner’s research into behaviour, ChinaMy team conducted this research in 2012 to identify differences in lifestyle and consumer behaviour between luxury car owners and other car owners, as well as differences in behaviour between various cities. The team interviewed over 50 luxury car owners in focus group in 8 big cities across China. We presnted our findings in a report.

Guerrilla campaign for CTS on Valentine’s Day, ChinaConducted a guerrilla campaign on Valentine’s Day in 2011 to promote CTS in Shanghai. Invited media to report on a CTS car owner proposing on Valentine’s Day by driving a CTS filled with roses. Arranged the publicity in both TV and print media.

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[email protected] [email protected]

Telephone+44 (0) 7544 895 877

LanguagesMandarin (native)English (fluent)

About meI try to use my talents, abilities, and skills in the best way possible. I believe that great things take time and great brands require consistent effort and the pursuit of perfection.

Career interestsI am interested in brand strategy and I aspire to have my own brand. I have a particular interest in brands with strong personality


2012 International College, Qingdao University, China BBA International Business (full-time programme)


2012 Rizhao Port (Group) Railway Transportation Co Ltd, China Internship

• Worked as a secretary to the general assistant• Assisted in corporate culture project• Assisted with preparation of paperwork and meetings

2011 World Judo Grand Prix, China Volunteer

• Provided English support• Worked as an dope test official

2008-2011 Student Council of International College, Qingdao University, China

Student Campaigner• Organised activities on campus• Designed and launched marketing communication plan• Assisted with recruitment and Society Fair• Organised exhibitions• Designed activity posters

Project experience

Student Council of International College, Qingdao University, China Activity Rebranding ProjectIn 2009 I revived an annual drawing competition to encourage student engagement and make the competition stand out. The competition was rebranded as an entertaining activity that was open to all students, rather than an exhibition of students’ artwork. Through introducing a drawing training programme and incorporating more fun elements, the brand awareness increased and the new brand identity was communicated to internal and external stakeholders.

Jing Xu

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Norwich Business School University of East Anglia University Plain Norwich NR4 7TJ United Kingdom

Brand Leadership team [email protected] +44 (0)1603 591429

www.business.uea.ac.uk

Documents

UEA NBS Brand Leadership yearbook 2012-2013