Currently serving as an Assistant Professor at the City University of Hong Kong, Esterina holds joint appointments in the Department of English and the Department of Marketing. She is also the Associate Director of the Institute of Global Governance and Innovation for a Shared Future, Co-director of the New Frontiers in Professional Communication Lab (NFPC), and the Associate Director of the Sales and Marketing Consulting Unit (SMCU). Her academic contributions span across BA and MBA courses, focusing on business and professional communication, including specialised courses like Communicating Fashion Culture and The Language of Sustainability. Esterina's role extends beyond the classroom as she fosters valuable industry relationships for research, student internships, and career development.

Esterina’s international academic involvement is extensive. She is a Junior Adjunct Professor of Intercultural Communication and Language Variation at the Università degli Studi di Modena e Reggio Emilia in Italy, an International Research Fellow at SEGi University in Malaysia, and an invited External Member of the Research Centre for Professional Communication in English at The Hong Kong Polytechnic University. Her PhD in Applied Linguistics from The Hong Kong Polytechnic University, which focused on digital transformation in the luxury sector, underscores her expertise in this field. Her research interests are diverse, encompassing social semiotics, multimodality, business communication, luxury studies, sustainability, and city branding, with a particular focus on arts and culture and social impact. She has recently also engaged in projects about AI and applications in communication and marketing. 

Esterina’s leadership in executive education and her involvement in RGC-funded research and consulting projects highlight her commitment to advancing the luxury sector's social responsibility. Her active participation in organising cultural talks and her committee memberships across various sectors in Asia and Europe reflect her dedication to fostering cross-cultural and interdisciplinary dialogue.

Prior to CityUHK, Esterina was the Director of Retail in Asia (part of Bluebell Group) in charge of media brand operations including content selection, curation, edition, and commercial strategy. At Bluebell Group she also took on the additional role of Public Relations Lead for the Group working on both internal and external communication projects. During those years, she was also the President of the Retail Committee at The Italian Chamber of Commerce and launched the Asia Retail Arena conference. Later on, she also led the launch of a retail award. 

She holds a M.A. in Foreign Languages for Business Communication from the Universita’ degli Studi di Modena e Reggio Emilia (Italy), a B.A. in Language Mediation from the Universita’ degli Studi della Calabria (Italy), an Executive Education Certificate in Social Entrepreneurship from INSEAD (Singapore), and a certificate in Business Sustainability Management from the Cambridge Institute for Sustainability Leadership, University of Cambridge (here she was later a Visiting Researcher). During her B.A. and M.A., she spent semesters at University of Cambridge and The Hong Kong Polytechnic University respectively. 

What do you enjoy most about teaching CityUHK MBA students?

Teaching CityUHK MBA students is an incredibly fulfilling experience. What I enjoy most is the diversity they bring to the classroom—not only in their professional backgrounds but also in their attitudes toward learning and genuine curiosity. Their rich mix of real-world experiences makes every discussion more meaningful and engaging. I love seeing how they challenge traditional thinking, push boundaries, and generate fresh ideas and innovative solutions. Their energy, collaborative spirit, and thoughtful questions create a vibrant learning environment where we all grow together. It is this dynamic exchange of ideas that makes teaching them so rewarding.

How do you combine theoretical concepts with the latest industry practices and business trends?

I firmly believe the best learning happens when theory is seamlessly integrated with practice. In my classes, I draw heavily on my professional experience to connect academic concepts with real-world applications. I bring examples from contract research projects I have been involved in, along with insights from the latest research findings, to provide students with a firsthand understanding of how theoretical principles apply to practical, often complex, business scenarios. Additionally, as someone jointly appointed across two colleges to promote interdisciplinary research, I prioritise helping students understand that innovation often emerges from exploring diverse fields and perspectives.

To make learning even more dynamic, I incorporate case studies from leading companies, analyze up-to-date industry reports, and occasionally invite guest speakers from various sectors to share their experiences. I also use pressing business challenges—such as the rise of AI, sustainability initiatives, and digital transformation—as practical frameworks for illustrating and exploring theoretical concepts.

This approach not only deepens students’ understanding of core ideas but also equips them with the skills to apply these concepts in solving real-world problems. My goal is for students to leave the classroom with both a strong academic foundation and the practical tools to navigate and excel in an ever-evolving business landscape.

What books would you recommend CityUHK MBA students to read? Why?

It is common to recommend books on business, strategy, marketing, communication, and related disciplines—undoubtedly valuable for MBA students. However, I encourage students to go beyond the typical reading list. Explore literary classics, philosophy, the arts, and works on human nature and behavior.

At the end of the day, businesses are built on people and revolve around them. Understanding human experiences, motivations, and values provides invaluable insights into leadership, decision-making, and collaboration.

What business topics should CityUHK MBA students be the most familiar with when they graduate from our programme?

CityUHK MBA students should graduate with a strong understanding of the following topics:
• Digital transformation and AI: Understanding how technology shapes business operations and strategy is essential in today’s market.
• Sustainability and ESG: As businesses increasingly prioritise sustainability, MBA graduates must look beyond “green” initiatives to grasp the complex dynamics of social and governance factors, often requiring localized approaches.
• Global market trends and geopolitics: With interconnected markets, understanding global economic shifts and geopolitical risks is crucial.
• Data analytics and decision-making: The ability to interpret and leverage data is now a core competency for effective leadership.
• Leadership and change management: Navigating change and building high-performing teams are indispensable skills for career success.
• Effective communication and crisis communication: Clear, persuasive, and empathetic communication is vital—especially during crises, when maintaining trust and managing uncertainty are paramount.

My research focuses on digital transformation, sustainability, leadership, and effective communication, and I actively incorporate these insights into the courses I teach.

One career advice to our CityUHK MBA students.

The business landscape changes rapidly, and success often depends on your ability to learn, unlearn, and relearn. Seek opportunities to expand your skill set, network strategically, and embrace challenges that push you beyond your comfort zone. Remember, your MBA is not just a credential—it is a journey toward developing a mindset of continuous growth and innovation.

Solving complex problems and driving innovation require thinking beyond conventional boundaries and exploring perspectives from other disciplines. The most creative and effective solutions often emerge when we step outside our own field and draw inspiration from diverse areas of expertise.

Any other information that you feel comfortable sharing with our prospective students?

Embarking on an MBA journey is not just about acquiring knowledge but also about transforming your perspective and building a network that will support you throughout your career. At CityUHK MBA, you will be part of a community of like-minded individuals who are as ambitious and passionate as you are. Use this opportunity to nurture lifelong relationships, challenge yourself, and think beyond traditional boundaries. The skills, connections, and confidence you gain here will empower you to make a meaningful impact in your chosen field.