Career Summary

Yibo is a media and communications graduate, whose journey began with a childhood passion for journalism and global media. Inspired by stories of life in Melbourne, Yibo chose Monash for its world-class education, vibrant campus life, and international reputation. Studying abroad not only strengthened his independence but also equipped him with critical thinking, research, and cross-cultural communication skills, especially valuable during global events like COVID and major geopolitical shifts. These capabilities laid the foundation for a successful career in strategic communications, working with top PR agencies such as Burson Group and Publicis. Today, Yibo supports multinational clients with insights, stakeholder engagement, and narrative strategy. His Monash experience empowered him to thrive in a global industry, proving that an Arts degree can lead to impactful, international careers.

Career Pathway

2025 - Consultant, Publicis Groupe

2021 - Senior Account Executive, Burson

2021 - Bachelor of Arts

2019 - Diploma of Arts

Career Journey Questions

What inspired you to study an Arts degree at Monash University?

I chose to study a Bachelor of Arts, majoring in media and communications, because I had been interested in this field since primary school. I often read journalism books and wanted to work in media, news or communications. I also always felt I would study abroad, and Melbourne and Australia were my favourite choice. I was inspired by a book written by a Chinese author about his study and work life in Melbourne.

When I researched universities, I found Monash very attractive: the campus, facilities, student atmosphere, strong academic foundation, history and reputation for quality. Choosing Monash gave me the best education I could hope for and I feel very grateful.

What useful skills or practical experiences did you gain while you were studying at Monash? 

Studying overseas taught me independence. The Australian education system is very different, and it helped me to become a critical and independent learner. I developed strong critical thinking skills, especially during events like COVID and a range of geopolitical and social debates, where I learned to see different perspectives.

I also gained excellent research skills. These have been extremely useful in my career in consulting and communications, where research and insights are essential for strategy. The methods we learned in sociology and communication studies gave me a strong foundation for any kind of deep-dive research.

Another important skill is communication. At Monash, I worked in diverse teams with students from Australia, Malaysia, Singapore, New Zealand, South Korea and the US. I had to improve my English and learn to communicate effectively across cultures. This was very challenging at first, but it gave me great practice and confidence.

Did you join any student clubs or groups at Monash that helped you grow or make friends?

I joined the Chinese Students Association. They organised many activities and gave us important information especially during COVID. I didn’t join other clubs because I was busy studying and working part-time.

How has your Monash Arts degree been helpful for your work and life after graduation?

When I started applying for jobs, it was challenging because employers often preferred STEM graduates. But Monash gave me strengths I could show such as  critical thinking, research skills, effective English communication and a diverse mindset.

I first interned with a Chinese media organisation, then joined Burson Group (part of WPP, one of the world’s largest communications groups) They hired me because of my research and insights, my ability to see issues from different perspectives and my English skills. Later, I joined Publicis, also one of the largest communications groups in the world, where I now work in corporate PR and strategic communications.

After you graduated, how has your career developed, and what job are you doing now?

I’ve worked across top PR agencies and large corporations in China. My work has always been in strategic communications, providing clients with insights, narrative development, stakeholder engagement and campaign management. Throughout my career, I have had the opportunity to work with a diversified portfolio of clients, leading tech companies, multinational corporations and government funded educational organisations.

Why did you choose your current career, and how did your Monash study help you get there?

It wasn’t a straight path. My career developed from passion. Education was the journey that helped me discover my purpose. Monash gave me the right course, skills and platform to pursue this career.

In your opinion, why are Arts, Humanities and Social Sciences important for society now?

In the age of AI, people worry about jobs. But AI is just a tool. Arts and Humanities give us the foundation to ask bigger questions about society, ethics and responsibility. Technology changes fast, but humanities provide the benchmark to guide its development in the right direction.

What advice would you give to someone in China who is thinking about studying Arts at Monash?

Prepare early. Choose the area you want to focus on, do internships, and build networks. Monash has great resources, platforms and alumni connections but you need to use them. Build independent thinking. You have to find opportunities for yourself. As my mother always said, “No one will knock out your teeth just because you speak” (你张嘴说话，没有人会拿着锤子敲掉你的牙齿). Be confident to speak up.

Which skills or knowledge from your degree are most useful in your work today?

The most important are critical thinking, research, English communication and a diverse mindset. For example, during the US-China trade war, one of my clients faced huge reputation challenges. We needed to analyse from both the Chinese and US perspectives, and Monash gave me the mindset to do that.

Why do you feel passionate about your degree and the path you chose?

I feel very lucky because most of my dreams have come true. I studied media and communications, I studied in Melbourne, Australia, and I now work in top-tier companies in this industry. I see this as a blessing from God who gave me opportunities and challenges to grow. The journey wasn’t easy but with optimism and resilience, I always found the bright side. Now, when I hire new interns and graduates, I see how important mindset is. The economy always has cycles but resilience and a growth mindset matter most.