VINNY WONG DEGREE | MSC MARKETING, 2018 COLLEGE | GRADUATE PROFESSION | GLOBAL SOCIAL STRATEGY LEAD, TIKTOK


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 as 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 up 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.


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