Alexandra Barber

Enigma
DISC Type : idc

Director of Marketing at INKEY | B Corp

Greater Boston, United States

Overview

Alexandra is a senior marketing director with over 15 years of experience driving brand growth in the beauty and CPG retail sectors. She specializes in brand transformation and has a proven record of launching brands within major retailers like Sephora and Ulta. She holds an MA from the University of London.

Outside of her marketing career, Alexandra is passionate about mentorship and helping younger women navigate the early stages of their professional journeys. She has been a mentor with Monday Girl, sharing her experiences to foster career fulfillment and resilience in others.

Unique fact: Alexandra founded her own agency, Word Content Marketing, which brought together marketers and journalists to help brands develop their unique voice.

Personality Overview

Challenger

Hard To Convince

Fast Follower

They can sound friendly and charming but can quickly change gears to become inquisitive and probing  They are likely to ask many questions and look heavily for supporting proof as well as information. They are generally strong communicators and are not easy to convince.

Topics They Care About

Brand Storytelling
Specializes in crafting compelling brand and product narratives to support long-term engagement and has expertise in defining a brand's unique voice and personality.
Retail Partnerships
Has extensive experience building high-impact partnerships and go-to-market strategies with leading global retailers, including Sephora and Ulta.
Career Mentorship
Actively involved in mentoring younger women through organizations like Monday Girl, focusing on navigating careers with purpose and resilience.

Media Appearances

Alexandra has no verified media appearances

Work History

3-2025
Director of Marketing at INKEY | B Corp
11-2024 - 2-2025
Marketing Consultant at Dr. Idriss
8-2022 - 9-2024
Senior Manager, Brand Marketing (Makeup, Fragrance & Sephora Collection) at SEPHORA
11-2019 - 8-2022
Senior Manager, Integrated Marketing at Staples Canada
2018 - 2019
Founder & Principal at Word Content Marketing

Education

2005 - 2009
Bachelor of Arts (BA) from McGill University
2009 - 2010
Master of Arts (MA) from University of London

More Information

Social Presence :

Prographics :

Exp : 14 Location : Greater Boston, United States Job Level : Mid-senior Designation : Director of Marketing at INKEY | B Corp
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Insights For Selling To Alexandra

During A Call Or A Meeting

DO's

  • Be prepared for a mix of questions and inquisitiveness, answer them in the tone in which they have been asked
  • Build rapport slwly without rushing, it will come handy to handle hard questions later
  • Leverage 'negging', or the art of asking negative questions like "you must not be convinced yet..."

DONT's

  • Don’t try to rush them into a decision, provide all necessary information first
  • Don’t brush off any concerns, take all questions seriously. They are easily deterred
  • Avoid long presentations and just 'high-level' value proposition, dive into the details

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Alexandra is

  • Proven value, strong objective evidence are important for them, rapport can impact decisions a little.
  • Will you ever get a clear answer from Alexandra

  • They are practical and friendly, but can give a clear response with a little prodding

Insights For Deal Planning

    How fast (or slow) will Alexandra move?

  • They like to be detailed, so unless they develop strong conviction, they can take their time to arrive at decisions
  • Can Alexandra take some risk or not?

  • They evaluate their decisions systematically and do not take risks that often, unless you can get them to develop strong conviction

You And Alexandra

Personality Compatibility


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