In the fast moving world of social media, Vinny Wong (MSc Marketing, 2018) is a global leader just eight years after graduating from Lancaster.

Now working for TikTok as their Global Social Strategy Lead, he also passes on all the knowledge he gained from his post-graduate studies and work experience to the next generation of marketers as an Honorary Teaching Fellow at Lancaster.“It’s like a full circle moment. I was a student once and now I’m passionate about passing on my experience to the current cohort.”

He mentors students to help them bridge the gap between academic theory and the reality of the digital industry.

“My goal is to help the next generation of marketers understand how to apply what they learn in the lecture hall to the fast-paced world of digital media.

I advise students to never stop experiencing new things, be flexible and embrace changes.

Lancaster University didn’t just give me a degree. It gave me the why behind the what. It helped me decide why I want to be in this industry and what I can do to excel.”

Vinny arrived at Lancaster after completing a BA in International Business at Huddersfield University which inspired him to pursue a career in marketing with a digital focus. The MSc Marketing at Lancaster fitted the bill.

“The consumer behaviour module that I took was a turning point for me. It shifted my perspective from marketing products to understanding people.

It taught me that there is always a human heartbeat behind every brand which is a principle that still guides my global strategy today.”

He particularly enjoyed the teaching of Dr Hayley Cocker, Senior Lecturer at the Management School, as her lectures featured many real life examples as well the required academic details.

While studying for his Master's, Vinny also enjoyed the group discussions and the opportunity to work with his peers on marketing plans which were eventually pitched to real-life business people.

“At my core, I am a digital storyteller. I thrive on the freedom that marketing provides to take a creative spark and architect it into a tangible, multi-channel experience that resonates with a global audience.”

Lancaster also provided chances for meeting people from different cultures. “That time spent at university with students from all over the world is a valuable moment in life.”

During his time at Lancaster, Vinny joined the Chinese Society, appropriately enough for someone who was born in Hong Kong and moved to the UK when he was ten-years-old to live in Manchester. He was the first member of his family to go to university.

His work ethic is reflected in the fact that while studying for his degree, Vinny also freelanced for an education consultancy.

And even after completing his Master's, Vinny continued to study for a Chartered Institute of Marketing (CIM) qualification, while also working and he became a Chartered Marketer in 2024.

“The journey and time it took to fit in studies with work took a while but it was worth it in the end and the beauty of doing it this way was that I could apply my working experience into my CIM studies.”

Having grown up with social media and spending his childhood in Hong Kong, joining a global entertainment platform as their Social Media Manager for Europe was an ideal move for Vinny in 2022.

“TikTok has really redefined how we think about social media. It moved us away from the old model of just connecting with people we already know, to a world built on shared interests and discovery.

Now, it’s all about the content, serving people what they actually care about, which makes the platform feel much more alive and relevant.”

And it’s this creative freedom which drives Vinny in his latest London-based role to ensure such a massive global platform avoids being too corporate.

“It’s a fascinating mix of creative storytelling and understanding human behaviour.”

One of the most rewarding elements of Vinny’s work is leading on campaigns from scratch and a career highlight so far was heading the social media strategy for TikTok’s global campaign at the Cannes Lions International Festival of Creativity last June.

“It was a unique experience as I’d not worked on a project of this scale before and, as part of my global role, I hope to be leading on that strategy again this year.”

As well as attending that festival, Vinny’s work has involved travel throughout Europe and work trips to New York and Dubai are also planned for 2026.

“The experience I’ve gained at TikTok has really propelled me into something big. The social media industry moves like the speed of light and you have to work hard to keep on top of it.”

But life isn’t all about work for 30-year-old Vinny as next year, he plans to marry his fiancée in China followed by celebrations in Manchester.