How award-winning IMBA alumna Naomi Zhao is bridging the gap between Western brands and Asian consumers

When Naomi Zhao decided to pursue the International Master of Business Administration (IMBA) at UBC Sauder School of Business, she couldn’t have imagined the life-changing impact it would have. Today, as the award-winning co-founder of Eastward Media and a recognized leader in her field, Zhao shares how determination and a program tailored to her goals made all the difference.

Her journey to co-founding a successful international marketing agency began years earlier, rooted in a desire to broaden her global perspective and deepen her professional expertise.

Born in Shanghai, Zhao earned her bachelor’s degree in advertising management, economics, and finance before embarking on a career with leading brands like Toyota and Canon. Yet, she felt that something was missing—until she discovered the IMBA.

A global business perspective

“I was curious about how North American business practices shaped the advertising industry, especially in major agencies like Omnicom and WPP,” Zhao recalls. “I realized that if I wanted to grow my career with a global perspective, I needed hands-on experience.”

Encouraged by friends who were UBC Sauder IMBA alumni, Zhao joined the program in 2010. A part-time program offered by UBC Sauder’s Robert H. Lee Graduate School in partnership with the Antai College of Economics and Management at Shanghai Jiao Tong University, the IMBA is known for its seamless integration of advanced business education in both locations. UBC Sauder’s world-leading faculty are flown in from Canada, and the curriculum maintains the same high standards as the full-time UBC MBA. 

UBC IMBA candidates also benefit from global learning opportunities that expand their horizons. One standout feature is the chance to join the Global Network for Advanced Management, a prestigious collaboration of 33 graduate business schools around the world, with UBC Sauder as the only Canadian member. Through this network, students can travel to international universities, study abroad during the summer, tour local businesses, and engage with industry experts, experiences that prepare them to thrive in a globalized business world.
 

Balancing work and IMBA studies

Balancing the rigour of her studies with her advertising career in China was no easy feat for Zhao.

“It was intense,” she laughs. “I was taking courses in areas I’d never encountered before, like supply chain logistics. Coming from a marketing background, it was a steep learning curve, but it was invaluable because it gave me a well-rounded view of how businesses operate.”

The IMBA also brought Zhao and her classmates to Vancouver for an immersive two-week residency, introducing them not only to UBC Sauder’s Vancouver campus but also to the city’s vibrant culture and stunning natural beauty.

“It was my first time here, and it completely exceeded my expectations. Everyone was so open-minded and respectful of different cultures. Even the professors were interested in my background and willing to learn from me as much as I learned from them,” she recalls.
 

A forever move to Canada

Outside the classroom, Zhao and her cohort visited attractions like Queen Elizabeth Park in Vancouver as well as BC’s Parliament Buildings in Victoria. “The residency showcased not just UBC Sauder’s teaching but Canada’s hospitality. It left such an impression on me that I decided I wanted to immigrate here,” she says.

The knowledge Zhao gained through the IMBA program gave her the confidence to pursue new challenges. After graduating, she transitioned to roles in leading North American companies like Omnicom Advertising Group and Glacier Media Group.

“I was keen to apply what I’d learned about North American markets and business strategies,” she explains. “The theories we studied in class, I could directly apply to my work.”

A successful start-up

Her career took another significant turn when she co-founded Eastward Media, a marketing agency dedicated to bridging the gap between Western brands and Asian consumers.

“My background gave me a deep understanding of Chinese consumer behaviour, which I combined with the entrepreneurial skills I gained from UBC Sauder to start something new,” she says. “We’ve worked with incredible clients, from LVMH and Estée Lauder, creating tailored strategies to connect with diverse audiences.”
 

Serving as a mentor

Zhao’s impact extends beyond her business ventures. Today, she serves as the West Coast Chair for IAB Canada and mentors young marketing professionals through BCAMA’s Level Up program. For Zhao, mentorship is a way to pay forward the guidance she received throughout her IMBA, ensuring the next generation of marketers have the support they need to succeed

Her company also recently announced a double win at the 103rd Marketing Awards, as well as taking home the BC Export Award in Digital Media & Entertainment, highlighting Eastward Media’s success in helping brands expand their global reach.

She credits UBC Sauder for creating a foundation of lifelong community and support.
“UBC Sauder didn’t just provide an education; it welcomed me into a family,” she says. “Even after graduating, professors offered mentorship.” 

Lifelong support and connections

Zhao recalls how her professor, Anming Zhang, played a pivotal role during her early days in Vancouver. “He helped me with everything from reference letters to negotiating job offers, and it made all the difference as I transitioned to living and working in a new country,” she says.

“Looking back, enrolling in the IMBA program was one of the best decisions I’ve made,” Zhao reflects. “It didn’t just help me advance my career; it gave me the confidence to face challenges head-on and build something meaningful.”

For others considering the IMBA, Zhao offers this advice: “Think of the IMBA program as a community that will be there for you, personally and professionally, long after you graduate. It’s an experience that will change you in ways you can’t imagine.”