Career Summary:

Yu is a Monash Master of Media and Communications graduate whose career demonstrates  strong cross‑cultural capability, strategic communication skills and a global mindset. His studies at Monash combined with real‑world industry experience, strengthened his strategic thinking, data literacy and cross cultural communication skills. Studying and working in Australia also sharpened his ability to collaborate across diverse teams and industries. These foundations enabled Yu’s rapid rise at Trip.com Group, one of the world’s leading online travel companies. Within five years, he advanced from Business Development Manager to Senior BDM and now Personal Assistant to the Chief Marketing Officer. Managing international teams and working across markets in Asia, Europe, the US and Australia, Yu’s pathway highlights how a Monash Arts postgraduate degree can lead to dynamic, international career opportunities.

Career Pathway:

• 2024 – present: Personal Assistant to the Chief Marketing Officer, Trip.com Group
• 2022 – present: Senior Business Development Manager, Trip.com Group
• 2021: Business Development Manager, Trip.com Group
• 2020: Marketing Coordinator, GMT Markets (Melbourne)
• 2019: Editor / Head Editor, Auwe Times News (Melbourne)
• 2019: Master of Media and Communications, Monash University
• 2016: Bachelor of Journalism

Why did you choose to study a Master of Media and Communications at Monash?

Monash University’s global reputation was a major reason for my choice. I still remember my first day on the Clayton campus, seeing a billboard showcasing Monash’s place in the top 100 universities worldwide. Today, Monash has risen into the global top 50, which reflects its strong academic standing and commitment to excellence.

I also wanted a program that brought together theoretical foundations with real‑world application. With my bachelor’s degree in Journalism, I was looking for postgraduate study that balanced theory with hands‑on learning. Monash offered exactly that. The degree provided strong industry connections, an internationally diverse academic team, and a learning environment that encouraged global thinking and cross‑cultural engagement. All of this prepared me well for my international career today.

What was the best part of your postgraduate experience?

For me, the most important part of my experience was the diversity and opportunity to learn in a completely different environment. I studied with classmates from Australia, the United States, Germany, India, the Middle East, Singapore and many other countries. The lecturers were highly experienced and really supportive, and our classes were engaging and interactive.

At the start, it was a culture shock – but after a few weeks, through rich and open discussions with classmates from different cultural backgrounds, we built strong friendships. This experience taught me how to engage and communicate more effectively with people from diverse backgrounds, which I now use at work everyday.

What are the top skills you learned that you still use in your job today?

The first key skill is cross‑cultural and stakeholder communication where I learnt how to tailor messages for diverse audiences and partners. This skill is very important in my current role, where I work with stakeholders and business partners from all over the world.

The second is strategic research and data analysis. We worked on data and research, which really helps me at my work today when I analyse markets to make informed business decisions.

Both skills have been critical in navigating a global workplace.

Can you share a unit, project or assessment that impacted how you work professionally?

A standout experience for me was Shanghai CityLab where I was involved in real‑world collaborations with different cities, including projects in New York and Shanghai. This experience inspired me to understand how modern companies think, operate and respond to real‑world challenges. I would also like to give special thanks to Dr Xin Gu, who led us through the CityLab's program and created an excellent learning environment focused on the latest developments in the cultural and creative industries. During the program, we had site visits to organisations such as WeWork and independent music labs. Dr Gu also provided valuable guidance both in the classroom and beyond, supporting my career direction and personal development.

Did you do any work experience while studying?

I completed a one‑year internship with a Melbourne‑based digital media agency, starting as an Editor and later being promoted to Head of Editor. In this role, I worked on content creation, social media and branding campaigns with local Melbourne clients. This experience helped me gain valuable industry and practical experience and allowed me to apply what I learned in the classroom.

Just before graduating, I was offered my first job as a Marketing Coordinator at a Melbourne‑based foreign exchange brokerage and worked there for two years. It was invaluable to gain real workplace experience in Australia and it strengthened my overall employability.

How did studying and working in Australia teach you about working across cultures?

Studying in Australia gave me a strong global mindset. Group projects taught me to adapt my communication style, be direct but respectful, and listen deeply to different perspectives. It was my first international study experience and it helped me understand how to bridge cultural gaps.

Working in Australia taught me the value of creativity, openness and work-life balance. I learned to enjoy local culture like spending time at St Kilda Beach and even becoming a Melbourne Victory season‑ticket holder. This helped me feel connected and understand how Australians approach both work and community. These lessons continue to shape how I work today.

What do you do in your current role at Trip.com Group and what does a normal week look like?

After I left Melbourne, Trip.com Group in China became my first professional role. I started as a Business Development Manager (BDM), then progressed to Senior BDM and I am now the Senior Executive Assistant Manager to the CMO office.

As a Senior BDM, my main responsibilities included leading strategy, communications and partnerships across key business units. This involved B2B executive messaging, internal communications and working closely across teams.

Trip.com Group is an online travel agency and a truly global company. There is no “normal” week. Everything is fast‑paced and dynamic. A typical week includes strategy development, executive discussions with global partners, planning new marketing projects, and frequent business travel all over the world from Thailand, Europe, the US, and including Melbourne. It’s a role that demands strong communication skills and cultural agility.

How has a communications background helped you succeed in a senior business role?

My communications background has been a major advantage. It strengthened my ability to work with executive‑level partners, build trust, negotiate and manage stakeholders across the business. Monash taught me to communicate clearly and confidently with global teams - skills I rely on every day.

Our international team includes members from Japan, Korea, Australia, England and other regions. Even though we work mainly in English, I often adapt to different cultural and communication styles. My role is to ensure the team collaborates effectively and that everything operates smoothly. My training in communications has given me the tools to work effectively across cultures and leadership levels.

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

For me, Arts, Humanities and Social Sciences represent the meaning of life. They help us understand why life is meaningful and what it means to be human. These fields encourage creativity, empathy and critical thinking.

I believe this is also why people want to travel and explore the world to understand different cultures and ways of living. These disciplines are at the core of what makes life valuable and relevant to how we connect globally.

What advice would you give to current students considering a postgraduate communications degree at Monash?

Go for it! Monash offers world-class resources, world-class faculty and strong networks. But most importantly, don’t be shy and be proactive. Talk to your classmates and professors. Share how you feel and what you want to get from university. Some students are very quiet, but it’s important to express yourself and share your ideas. Be confident. Your postgraduate experience will be what you make of it!

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Published in March 2026