Career summary

After completing her Bachelor’s degree in Accounting and Business Management in Canton, China, Rachel Yao travelled to Melbourne to study a Master of Communication and Media Studies at Monash University, graduating in 2005. Since then, she has forged a career in advertising, marketing, PR, corporate and brand communications. She has worked on numerous integrated communication campaigns from new product proposition research to brand strategy and creative development for a range of blue chip international brands. She has worked on brands such as Corning, Tesco, Hsufuchi (Nestle), Mead Johnson, Double A, Olay, Pantene, SKII and Watsons.

Career pathway

2017 – Marketing and Corporate Communication Manager APAC, Hager Group
2014 – Account Director, Das Marketing
2012 – Account Director, B-tops Communications
2009 – Owner, Sky Media
2008 – Associate Account Director, proximity
2006 – Account Manager, Saatchi & Saatchi
2005 – Graduated from the Master of Communication and Media Studies, Monash University

What made you decide to study in Melbourne?  

Melbourne is an incredibly lovely city. When I made up my mind to do my Masters course overseas many years ago, I prioritised culture, weather and living expense as the key considerations for my decision-making.

Given that I would spend almost two years in the place, I wanted to find somewhere special so that I could enjoy the culture and life there, with great diversity of culture and society, and where English was predominantly spoken. I considered universities in the US, however I didn't have time to prepare for the GMAT or GRE and I also found that living expenses and tuition costs in Australia were considerably less expensive than the UK and USA. I found that Melbourne in Australia was the right choice for me.

Why did you decide to study a Masters of Communication and Media Studies at Monash University?

I did quite a lot of online research. The media industry in Australia was strong and I found that Monash was in the top five across the country in this field. Melbourne also had a vibrant culture and I found that my living expenses at Monash was much more affordable than other universities.

I also found that there were thousands of Cantonese in Melbourne – from China as well as Malaysia, Singapore, Hong Kong or Macau. It was a great advantage to make so many networks and connections – and a great benefit for my future career path.

What are some of your highlights of studying at Monash?

I enjoyed studying my course at both the Clayton and City campus, which was available during my time at Monash many years ago. I spent my self-study and research time at Clayton together with my classmates, and on the other hand I joined the classes in the city which gave me the opportunity to enjoy Melbourne’s literature and art culture.

It was quite common for me to visit an exhibition at the MCEC (Melbourne Convention and Exhibition Centre) and then walk alongside the beautiful and iconic Yarra River to Flinders Street Railway Station to take a train back home. Nothing is more peaceful and enjoyable than having this routine in your everyday life!

Studying communications, journalism and media in a well-developed western county is an incredible experience for most Chinese students. It changes how we critically analyse things, which is highly advantageous in the workplace when we come up with new projects.

I also really enjoyed the external guest speakers, with lectures on some interesting topics such as Global Terrorism and Tourism; and how new technologies and policy influence communities, businesses, politics, work. These topics were highly interesting and helpful to my future career development.

What does your role as Marketing & Communications Manager at Hager entail?

I oversee the marketing communication campaigns for our corporate and master brands across the APAC region, which is a region with a wide range of diverse language, culture, religion and ethnicities. When we design a communications campaign for a certain region, we have to have an understanding of the local business policy, the pain points and the local customer’s way of thinking, which may differ even though these countries are located just next to each other. My job requires me to having strong cross-cultural communications skills and competency, which is exactly what I have learned from my life and study.

It has been really rewarding to work in Shanghai, which is not only the biggest city in China but also a major contributor to its economy. This is a city, which enjoys the same diverse culture as Melbourne, and is the most popular choice for multinational companies who want to set up their headquarters for China and APAC.

How did your Masters at Monash benefit your career?

After only one month of returning home, and with my Master’s degree from Monash, I received two calls for job interviews from international advertising agencies – Leo Burnett and Saatchi & Saatchi. I chose to work at Saatchi & Saatchi, because it had been my dream creative agency to be a part of.

Critical thinking as well as the ability to communicate and convey a message to a diverse range of people is the best gift I gained from my master’s course. Using the skills I gained from my degree, I am able to communicate effectively to my customers and colleagues – both within and outside of my country.

Even though my current role is an in-house communication professional, colleagues from the around the organisation approach me to discuss other communication projects. I take it as they highly regard my advice due to my previous education and expertise.

Do you have any advice for international students who are thinking about studying a Masters at Monash?

Try to enjoy the local culture as much as you can. You would never find the same great coffee anywhere else in the world as those cafes such as Gloria Jeans!