Allison Alexander: from International Marketing & Statistics to Founder, Managing Director & Chief Marketing Innovator

Social media handle(s): Instagram, LinkedIn

A few words about me:

I’m Allison Alexander, an Irish-born, London-based tech entrepreneur, strategist, and the founder of Branue, an AI-refined marketing and digital growth consultancy for scale-ups.

I’ve spent 20 years blending data, creativity, and automation to help global brands and disruptors innovate and thrive. Outside of work, I’m a sailor, a STEM ambassador, a mum of two girls, and a lifelong learner obsessed with the future of technology.

I believe marketing should evolve as fast as the technology driving it - and I’m building systems to make that possible.

Are there any professional experiences you've had that are quite unexpected compared to what you do nowadays?

Definitely! I’ve worked across some wildly different sectors - from fashion at New Look and Farfetch to tech at Microsoft and fintech at PayPal. At Microsoft, I led CRM and loyalty programmes, transforming siloed customer data into actionable marketing strategies. I also ventured into property and lifestyle marketing. The breadth of experience - across product, service, and platform-led businesses - gives me a unique perspective on how to build scalable systems that can flex across industries.

Is your background more STEM (Science, Technology, Engineering, and Mathematics) or non-STEM related?

I straddle both worlds. I studied International Marketing & Statistics (so a strong analytical base), but I’ve always operated at the intersection of strategy, data, and creativity. Now I’m hands-on with AI tooling, CRM architecture, and even Python modelling - so I’d say I’m proudly hybrid with a STEM-forward future.

Where did your professional journey start?

It began in the early 2000s at AOL Broadband, working on propositions and product development just as the internet was going mass-market. I immediately fell in love with the intersection of research, innovation, and human behaviour. That set the tone for a career that would move fluidly between marketing, data, and technology.

How did you get into tech and what motivated you?

As a kid, I was fascinated with gaming, especially the coding and logic behind how it all worked. When mobile phones emerged, I had this vivid sense of how powerful and connected the world would become. That early spark stayed with me, and I knew I wanted to work at the crossroads of innovation and experience. Tech wasn’t just a career choice; it was the future I wanted to help shape.

Have you experienced any 'career in tech' challenges / stereotypes?

There were moments early on where assumptions were made about my priorities, like when I got engaged, some assumed I’d slow down or opt out. Quite the opposite happened. And like many women in tech, I’ve had to consistently prove credibility in rooms where I was the only woman with a technical brief. But I’ve always let the work speak for itself and now I use those experiences to mentor others navigating similar spaces.

"Don’t wait to be ready, start now. Join a community, take the course, ask the question. The best tech careers are built through curiosity and resilience, not by ticking every box from day one. Tech isn’t about perfection, it’s about momentum."

What you wish you knew before getting started in tech...

That the roadmap isn’t linear and that’s okay. I spent too long worrying if I was “technical enough” or “creative enough” when, in reality, this blend is my superpower. I wish I’d had more visible role models who showed how you can design your own career shape. Now, I try to be that for others.

What has been your biggest 'wow!' moment related to working in tech so far?

Two come to mind. First, leading the transformation at Microsoft to build a single customer view across multiple divisions that was a major commercial and operational leap. Second, seeing clients using AI-led systems I designed and achieving results in a month that used to take them a year. That’s the kind of impact that keeps me excited about this work.

What do you like / not like about working in tech?

I love the pace, the possibility, and the people. Every day, you get to imagine, test, and build the future. What I’m more mindful of now is the responsibility that comes with it, ethical implementation, digital sustainability, and inclusion are just as important as innovation. We need to build tech that works for more people, not just faster outcomes.

What's been your favourite / most memorable / funniest 'career in tech' moment so far?

A toss-up between launching a campaign with a blimp over Oxford Circus and accidentally being mistaken for part of Prince’s crew at an O2 event. Both unforgettable!

And to wrap up, is there any advice you'd like to give to others interested in a career in tech?

Don’t wait to be ready, start now. Join a community, take the course, ask the question. The best tech careers are built through curiosity and resilience, not by ticking every box from day one. Tech isn’t about perfection, it’s about momentum. Build yours.