Alexandra is an experienced and insightful creative. Beginning her career at a tech-start up, Alexandra found her niche writing quality copy to drive the go-to-market strategy. Recognising the transformative nature of words, she became fixated with an issue many brands are facing today: good copywriting is a dying breed. She joined Pion in 2022, bringing lived experience to writing about the behavior of her generation and helping brands understand the cultural nuances that define it. Injecting energy, personality and wit into her writing, she specializes in trend and culture content. She has authored Pion’s influential Youth Trends Report for the last two years, forecasting the biggest trends to impact youth culture and working with industry experts, researchers and creatives to bring them to life. Her work has secured coverage in Hypebae, The Independent, CNBC, The Mirror and TechRound.Alexandra is a gifted public speaker, excelling at both hosting and standalone gigs. She has delivered keynote talks for Pion in both New York and London. She regularly appears on webinars with marketing leaders and has appeared as a guest speaker at events for UNICEF, JCDecaux and IPM. She sits on the Expert Advisory Board for Fumble, a leading sexual health charity, and previously volunteered with Zero Gravity, a charity helping state-educated students get places at top universities.Outside of work, Alexandra can be found drinking her body weight in Diet Coke, getting irrationally invested in reality TV, and desperately trying to up her Uber rating.