Sam Xu: CEO and Founder

Sam Xu

MSc Intercultural Communication for Business and the Professions, 2019

Based in:

China

First job:

General Management Trainee at Mars Wrigley China (rotated in Marketing, HR, and Sales).

Strangest interview question:

This question came from the Vice President of Mars Wrigley China during my final interview: "You studied Intercultural Communication and have studied in both the UK and the US – so tell me, what are the cultural differences between the UK and the US?"

CEO, Founder of Shanghai STARISE Media Co., Ltd.

Describe your current role and what attracted you to it.

Shanghai STARISE Media Co., Ltd., established in 2023, specialises in social media operations and short video production. The company operates across platforms including TikTok, Instagram Reels, and YouTube Shorts.

STARISE Media focuses on managing short video accounts for brands, generating massive exposure through high-quality content. To date, the company has achieved over one billion views globally – equivalent to a media value of seven million USD.

STARISE Media has collaborated with well-known brands such as Spider-Man and Maybelline. Its clients include industry leaders such as Riot Games, miHoYo, Garena, NetEase Games, the Ne Zha 2 art team (Monk), SHEIN, and AI unicorn company MiniMax.

What’s your favourite part of the role?

Currently, the industry still relies heavily on paid traffic. STARISE Media stands out by focusing on high-quality video creativity and leveraging short video platform algorithms to gain substantial organic exposure. As the cost of paid traffic continues to rise, this approach to driving organic reach has become increasingly valuable for brands. We are leading the industry by exploring and implementing innovative strategies ahead of the curve.

What are the key skills you learnt at Warwick that have helped you with your career to date?

I studied Intercultural Communication at the University. This experience not only equipped me with academic knowledge but also taught me to approach cross-cultural communication from an objective and insightful perspective. This is especially valuable when creating engaging content, particularly on global short video platforms like TikTok, where cultures from different countries and age groups constantly interact and evolve. With this perspective, I’m better able to understand the cultural drivers behind trending content.

Did you have a specific career path in mind when you chose to study at Warwick?

Yes. At the time, I aspired to enter the fast-moving consumer goods (FMCG) industry and work in marketing after graduation. That’s why I chose to study Intercultural Communication with a focus on business-related modules. After graduating, I successfully joined the General Management Trainee programme at Mars Wrigley, one of the world’s leading FMCG companies, which marked the beginning of my professional career.

What top tips do you have for Warwick graduates who would like to work in your sector?

My own career path has taken several turns – from FMCG to the gaming industry, and eventually to entrepreneurship. Based on my experience, here are a few pieces of advice:

1. Strengthen your thinking and core skills – soft skills like critical thinking, communication, and problem-solving are valuable across all industries.
2. Don’t be afraid of change – the first few years of your career are all about exploration. As long as you’re moving toward the outcomes you want, it’s okay to take different paths.
3. Find your own rhythm – stay true to yourself and don’t just follow the crowd. It’s important to grow in a direction that aligns with your values and goals.

What’s the best piece of advice you’ve been given in relation to your career?

Don’t let external realities hold you back – believe in the power of your own conviction.

This is especially true for international students who hope to stay and work in the UK after graduating from Warwick. When I was applying for jobs in the UK, many people told me it would be extremely difficult, almost impossible. But through my own hard work, I eventually got a good job opportunity with a UK work visa.

So as a Warwick graduate, you need to believe in yourself and keep building your confidence. The path may be challenging, but there is a path, right?

What should current students or recent alumni be doing to move their careers forward?

Given that the current global economic situation is not very active or optimistic, I recommend adopting a cautious attitude toward career changes. Continuously strengthen your professional competitiveness while keeping an open mind to a wide range of job opportunities.