Stella Xiao (IMC22)

Marketing Manager at Orbbec

Tell us about your career path. How did you get where you are today?

I have a degree in international law from China. While I’m grateful for the education and opportunities it provided, I realized early in my career that law as a profession did not excite me. I explored other opportunities through a management training program which led me to work with the firm’s marketing department. I found myself naturally drawn to marketing, and it reflected in my performance as well. In the years that followed, I found success in product and digital marketing roles in industries ranging from art and lifestyle to tech and robotics.

The decision to pursue the IMC program at Northwestern came from a desire to learn and understand marketing at a granular level. It has served me well as Orbbec’s first marketing manager in the U.S. Even though it’s only been a couple of years since I graduated, marketing as a profession and an industry has seen significant change. IMC strengthened my foundations, especially in consumer insight and strategy, which allows me to keep up with the pace of the industry.

What are your main responsibilities in your current role?

I’m responsible for developing and executing comprehensive marketing strategies for Orbbec in the U.S. and European markets. My role covers the typical marketing manager duties like overseeing SEO/SEM, email marketing, public relations, tradeshows, and sales enablement initiatives. I also get to bring my prior expertise and IMC knowledge to managing go-to-market (GTM) plans and content strategies for Orbbec products. I work closely with teams across the U.S. and China, along with our agency partners, to ensure successful participation in major industry events such as Consumer Electronics Show (CES), Nvidia GPU Technology Conference (GTC), Augmented World Expo (AWE), and Automate.

How did the Medill Integrated Marketing Communications Full-Time program prepare you for your career?

The program introduced me to the IMC methodology which I believe fills in several gaps in the current approach to marketing. I got the chance to learn from the best in the field — both in academia and in the professional world. At the same time, working with a diverse set of colleagues who brought their unique talents and experience to the program was equally educational.

Taking a people-first approach and relying on data to influence marketing decisions has significant benefits. Orbbec is a company with internal teams, clients, and partners spread across the globe. IMC prepared me to work both cross-functionally and cross-culturally to achieve my goals.

What did you do during Immersion Quarter?

I worked for Abbott with four other IMC graduate students to develop an integrated marketing campaign targeted at trendsetting Zillennials to increase their awareness, action, and loyalty to donating blood and plasma.

We conducted research, surveys, and customer journey diagnostics to uncover target customer insights. What we delivered in 10 weeks is a disruptive idea that Abbott can build on globally year after year with a strategic marketing roadmap, execution plan, and media plan across P/O/E/S channels.

What is a class or experience that stick out in your mind and why?

I remember that in the second session of our "Building Brand with Creative Ideas" class, each of us had the chance to break a wooden block with our bare hands. This exercise symbolized breaking through our own limitations, teaching us that the biggest barriers to creativity are often within ourselves.

How has Medill Career Services helped you?

Medill Career Services provided valuable assistance with job hunting strategies and resume optimization. We also had the opportunity to attend events where companies with available positions shared their culture and values with us.

How can your industry be more inclusive and representative of society?

It would be ideal to develop programs that specifically target underrepresented groups, offering them entry points into the tech industry and clear pathways to full-time roles. There’s a lot of confusion in the hiring process as each industry has its own definition of the same marketing roles. With so many marketing and advertising organizations like AMA, AAF, ANA etc., it would be nice to have some standardization so we can bring in people with diverse experiences.

How have your identities influenced the way you navigate your professional career?

I’ve always considered it an asset! One of my greatest strengths as an international student from China is the ability to blend cultural work ethics. I’ve learned so much from my time on campus and from being immersed in such a diverse setting in Evanston and Chicago. I like to think that I’ve been mixing and matching the best of all cultures, but there’s still so much to learn. I consciously keep myself open-minded about different ideas and methodologies while being discerning about what works and doesn’t.

“Consumer-first” in your marketing approach is simply being empathetic and inclusive in every other aspect of life.

What advice would you give to someone considering the Medill Integrated Marketing Communications Full-Time program?

Enjoy your time at IMC and cherish the moments with your cohort and professors! The relationships you build during this journey can be just as important as the knowledge you gain.

This experience is also an opportunity to understand your strengths, your dreams, and the roles you aspire to within a team. Even if you start the program with a clear goal, you'll find that it allows you to explore new possibilities. If you're unsure, that's perfectly okay—it may take time to discover the track and courses that best suit you, but the exploration is well worth it.

For fellow international students pursuing opportunities in the U.S., the road is just a little bit bumpier for us. I wish I’d started earlier by studying job descriptions that interested me and connecting with alumni on LinkedIn for career advice. Doing this helps you understand the qualifications the market demands and gives you time to take the necessary steps before graduation to meet those expectations. Good luck!