<p>Peter Xu entered the <a href="https://www.sps.nyu.edu/explore/degrees-and-programs/ms-in-integrated-marketing.html">MS in Integrated Marketing</a> program at the NYU School of Professional Studies eager to explore how data-driven insights could enhance brand storytelling. Having completed his undergraduate degree in Economics in Canada and later moving to the US, Xu had a diverse background in roles ranging from student recruitment to managing a luxury boutique on Manhattan’s Upper East Side.</p> <p>“I had done a lot of different things early on, from sales and student recruiting to managing a luxury store, but I was really drawn to the idea of storytelling for brands,” Xu said. “I wanted to understand how brands with long heritage could still resonate with today’s consumers, and that led me to marketing.”</p>

<p>Returning to academics was a shift. While Xu initially explored broader marketing strategy and brand storytelling, through his classes he discovered his strengths in numbers and data. He recalled that during his first-year statistics class, analytics came naturally to him while many classmates struggled. That realization led Xu to specialize in marketing analytics during his second year, determined to build the technical skills necessary to drive measurable impact. While Xu values the creative side of marketing, he also observed that due to its subjectivity, brand strategy and consumer sentiment can be almost impossible to measure. This perspective deepened his appreciation for data-driven approaches that ground marketing decisions in evidence rather than intuition.</p> <p>Xu balanced his studies with real-world experience, taking a role at Spectrum Reach, a B2B advertising division within Spectrum, where he initially managed social media and digital marketing campaigns, launching them across digital channels such as Google ads, Linkedin, Streaming TV, and collaborating with external agencies, before moving into his current position as a Data Analyst. His work focuses on CRM management, building automation, integrating Salesforce with other data platforms, and executing ad hoc analytics tasks.</p>

<p>For Xu, the IM&amp;C Global Field Intensive (GFI) to Paris and Cannes was a transformative experience. Motivated by the chance to see top global campaigns and industry leaders in action, he applied for the program while continuing his coursework and job.</p> <p>“What stood out most at Cannes was how technology and human-centric creativity coexist,” Xu said. During the day, presentations by Google, Facebook, and Amazon explored AI and data-driven marketing. In the evenings, award-winning campaigns highlighted human emotion and social responsibility, offering a contrast that was eye-opening.</p> <p>Xu also valued the international perspective gained through the GFI, citing a visit to SRMG, a Saudi Arabia-based media conglomerate, which broadened his understanding of how culture shapes campaigns.</p> <p>The GFI reinforced how classroom knowledge translates to real-world practice. Xu noted that his classes provided the hard skills to get his foot in the door, from coding using SAS language to applying analytics tools such as Tableau. He explained that the GFI helped him learn to communicate across cultures and translate complex data insights into actionable insights.</p> <p>Working with a diverse cohort from Indonesia, Greece, Saudi Arabia, China, and India added another layer to his learning. Debates and shared perspectives emphasized that creativity is about audience perception, not just personal ideas, making cross-cultural teamwork invaluable.</p>

<p>Today, Xu continues to apply lessons from both NYU SPS and the GFI in his work at Spectrum Reach. Presenting data in a way that resonates with stakeholders across the company is crucial. He advises future GFI students to appreciate the importance of international exposure, practice effective time management while at Cannes, and be selective in which Cannes sessions they attend. Seeing marketing outside the US provides a global perspective that cannot be gained elsewhere.</p>