A few words about me:
Fellow wanderlusts of the marketing world! I'm Allison Alexander, your intrepid explorer of the uncharted world of digital marketing, technology and CRM.
With over 15 years globetrotting in the corporate realms of Microsoft, FarFetch, eBay, PayPal, New Look, Best Buy, I've thrived amidst the untamed breadth of change. So, lace up your boots and don your adventurer's hat as I take you on an expedition through my journey!
When I'm not charting courses in the marketing world, you can find me exploring the seas as a passionate sailor, seeking serenity through yoga, competing in badminton, or blissfully running.
In 2015, I heeded the call of ad_venture and founded Branue, an agency dedicated to achieving “new ways to brand”. As the Managing Director and fearless captain, I charted a course toward strategic innovation and leveraged marketing technology to expedite business success. My expeditions include crafting bespoke strategies, mastering the art of SEO, SEM, social media, and content marketing. Along the way, I discovered the treasures of data-driven solutions and the untamed power of AI, all while embarking on thrilling quests for my clients.
I also sit on a number of boards, acting in Chair and Trustee role, bringing my data and digital strategy to the table. My expeditions have also led me to mentor budding entrepreneurs through organisations Seedcamp, Launch 48, and Digital Boost, fuelling my passion for nurturing start-ups and guiding them through the wilderness of entrepreneurship.
Are there any professional experiences you've had that are quite unexpected compared to what you do nowadays?
Yes - Microsoft and navigating the Tech Giants to fashion, fintech and property.
My voyages led me to the heart of tech giants like Microsoft, where I took the helm as the CRM and Loyalty Lead. Focused on enhancing customer experiences, I transformed data into actionable insights and designed and implemented loyalty programmes. Notably, our voyage was celebrated with an award for the Best Relationship Marketing Program in 2014.
Is your background more STEM (Science, Technology, Engineering, and Mathematics) or non-STEM related?
Education and Skills: The Wind in My Sails
My academic journey led me to obtain a Bachelor's degree in Business with Honours, specialising in International Marketing & Statistics and I hone my martech skills daily.
As a self-proclaimed futurist marketer, I've always had an insatiable appetite for exploring cutting-edge solutions that keep businesses ahead of the competition. My toolkit brims with GA4, Looker Studio, Power Bi, machine learning models, Python, HubSpot, Salesforce, Social and 100’s of tools in between.
Whether it's charting the course for mobile, web, or app development, I’m well-equipped for the journey and I’ve steadied that with trusty Prince 2 project management skills.
Where did your professional journey start?
Navigating the Seas of Marketing
My journey commenced in the noughties '00s, a time when the digital landscape was as vast and enigmatic as a wild, uncharted ocean. Back then, I was a marketing enthusiast working for AOL Broadband when I got involved in proposition development, ah research meets insight, meets innovation, that I knew I would be a martech’r from there!
How did you get into tech and what motivated you?
I loved gaming when I was young, setting up the games writing out the programme, tedious as it may sound, I got such a spark when the game was complete. Then mobiles came out and I could fully imagine and see how the world would be in the palm of my hand one day. And that's when I decided to focus on new ways to brand for businesses which took me down the marketing path.
As my journey continues, I've discovered my true calling as a futurist marketer, setting sail towards uncharted horizons and embracing the connectivity that tech offers. Each day brings new adventures, fresh winds to navigate, and unexplored territories to conquer. So, fellow adventurers, let's continue our expedition together, facing the future with boundless curiosity. Fair winds and seas!
Have you experienced any 'career in tech' challenges / stereotypes?
Absolutely, ones that stay with me are the remarks when I got engaged - the assumption that I would give everything up - craazy!!
"Reach out and get started - find meetup groups, look to the tech graduate programmes and online skills builders - there is so much to access."
What you wish you knew before getting started in tech...
I am a STEM Ambassador now because I did not have the guidance or access to the best curriculum when I was young, so I want to ensure we open up possibilities for all minds for a better future.
What has been your biggest 'wow!' moment related to working in tech so far?
The results we achieve for our clients, what they can achieve in 1 month which would normally take businesses a year, efficiencies and impact. I'm so excited about the new tools and programmes we are launching. Transforming Microsoft's use of data from a product led to a single customer view is probably one of the largest and successful undertakings that will stay with me.
What do you like / not like about working in tech?
I love the pace of change. It's so exciting.
The dislikes are not so negative, but I proceed with caution and ethics around how disruptive and considered we need to be going forward, so I am trying to forge a difference.
What's been your favourite / most memorable / funniest 'career in tech' moment so far?
A blimp moment over Oxford Circus, and a Prince moment in the O2.
And to wrap up, is there any advice you'd like to give to others interested in a career in tech?
Reach out and get started - find meetup groups, look to the tech graduate programmes and online skills builders - there is so much to access.