In 2011, with partners Richard Zhu and Sean Xie, who also had university educations in New Zealand, Jessica Miao established United Media Solution in Auckland to help meet the growing needs of NZ businesses wanting to market their services and products to the China market.
The business grew rapidly and before long UMS was working alongside some of New Zealand’s largest brands (Tourism New Zealand, Education New Zealand, Air New Zealand, Villa Maria Estate) in China. At first the company established a small office in the technological park in Ningbo and employed several staff members to service the growing client base, but as the company’s popularity grew they soon out-grew their humble launch pad.
Jessica spends three months in New Zealand twice a year, taking care of business and overseeing the development of the Auckland office. It’s a hectic schedule but one that is exciting and stimulating and very rewarding. She credits her years in New Zealand with helping her manage a culturally diverse team (in China and New Zealand) and with handling all the time management challenges that come from working with teams scattered across the globe. Not only are there challenges inherent in keeping abreast of changing technologies and fast-changing digital platforms, but she also has to be able to communicate those changes to her clients.
“Studying in New Zealand was such a brilliant experience. It really helped me to clarify what I wanted and what I could contribute in business. Knowing the Western business environment as well as the Chinese environment means that I can make tremendous impact guiding businesses through the language and cultural barriers to success,” she said.
Asked if she sees herself as Chinese or Kiwi she answers with a smile – “I’m both. I have business and homes in both countries so I guess you could say I am an Asian Kiwi.”
Then she adds quickly – “But as my goal for UMS is for it to become one of the leading digital agencies in the world, I think it would be best to call me, a global citizen.”
Jessica Miao, Chinese Graduate