Profile

Before committing himself to academia, Jiyao was on the first batch of British No. 1 retailer Tesco’s international graduate programme and had worked in its Hertford head-office (north of the wider metropolitan area of London) in private label brand marketing and spent time to gain a depth understanding of retailing at Waltham Abbey Extra store. He's well-exposed to modern marketing and retail operation practices by intense work with creative and media agencies in the Soho area of London. His interest in retail led him to read an MSc at Oxford Saïd. He then embarked on a fully-funded PhD research journey at Nottingham where the school has a strong tradition in relationship marketing in the context of financial services.

Jiyao is research active in topics such as marketing-finance interface, metaverse retail management, and marketing strategy. He is the Associate Editor of the International Review of Retail, Distribution and Consumer Research (Taylor & Francis). Jiyao also teaches at senior executive level where he speaks at XJTLU's open programmes amongst other reputable venues. More than a decade after returning back to China from UK, Jiyao has developed a pan-Asian network, as well as local depth where he offers advisory support to the Taicang CPPCC.

PhD student application is welcomed, in particular whose research interests are in close alignment with mine. Please send your CV and a preliminary research proposal (in English) by email.