Alexandra Ungureanu, CM, Vice President, Client Success & Growth Strategy at XWP, says marketers are responsible for the messages they craft because they can shape how people see themselves and others. Alexandra believes in grounding decisions and that marketing is about understanding people, and simply having more experiences will lead to richer insights.

Experiences, Perspectives & Forging Authentic Connections

It’s nice to be part of a community that understands your challenges and speaks the same language. A community where you can commiserate and strategize together. At first, I was drawn to marketing by the desire to connect with people. Over time, I realized that the connection I craved was at the heart of what marketing truly is. Marketing is how brands and people engage in a meaningful way.

Throughout my career, I learned to be intentional about every interaction, ensuring I developed genuine marketing strategies to resonate with the audience. Now, in a senior role, when I lead teams, the foundation is still centred around connecting with people. Whether guiding a strategy or mentoring a team member, my work continues to be about forging authentic connections that create a lasting impact.

The Responsibility of Marketers

Marketing has the potential to shift mindsets and impact people’s everyday lives. This influence brings a duty to achieve results responsibly. We must be aware of the broader impact they can have. This means being thoughtful about our intentions, representation and inclusivity in everything we create. As marketers, we are responsible for uplifting, inspiring, and leading with integrity, understanding that our work shapes how people view themselves and those around them.

Grounding Decisions

While everything around us constantly evolves, the basics of marketing fundamentals remain the same. Understanding the reasons behind what we do—provides a solid foundation to assess which changes to embrace and which to set aside. Not every trend is worth trying, and innovation isn’t a strategy. Staying current means grounding decisions in core principles and selectively adopting what truly aligns with long-term goals rather than simply following the trends.

Leading, Advising, Empowering

Early in my career, my role mainly was executing strategies and implementation. Today, my focus has shifted to leading and advising teams while empowering others to think strategically and work toward shared goals. This evolution in my career has brought new, exciting challenges and an increased sense of achievement.

Amplifying Voices

Some of the most difficult challenges I’ve faced and overcome in my career included the lack of female mentors in influential roles. Navigating industries and boardrooms filled with men’s voices has sometimes felt isolating, but it also drove me to carve a path for myself. These experiences inspired me to be intentional in who I mentor and support, aiming to create inclusive spaces and use my platform to amplify the voices of minority groups.

Clearly Communicate Ambitions

The defining moment of my career was when I recognized the power of advocating for myself—and intentionally asking for the projects and roles I was passionate about. Early in my career, I waited for others to notice my potential. Realizing that I needed to be persistent and continuously advocate for myself was transformative. By actively pursuing projects that excited me and stating my intentions and the progress I wanted to achieve, I could take deliberate steps to reach my goals. I encourage everyone to be clear about their ambitions and to communicate them repeatedly.

Vision

Seize every opportunity to learn, network, and find mentorship. Experience comes in many forms, and some valuable lessons come from the most unlikely places. Don’t limit mentorship to formal relationships; you can learn from anyone, regardless of their title. Build your knowledge across disciplines and remain open to advice and feedback. Marketing is about understanding people, so the more diverse your experiences, the richer your insights will be. Finally, stay intentional. Know what you’re working toward and align each step with that vision. This approach is essential to creating work that’s impactful and fulfilling.

Alexandra Ungureanu, CM,
Vice President, Client Success & Growth Strategy at XWP

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