Jasmine Alexander

I've been in my field for 12 years, and I currently serve as Senior Manager of Research and Insights at the AJC, where I've been for almost 2 years. My background is unique in that I graduated with a chemical engineering degree and actually started at Procter & Gamble as a chemical engineer intern. I found research through that first intern opportunity, requested to be in that field, and didn't look back. It was really a pivot for me, but I've been doing it for so long now. In my day-to-day work, I work with editorial teams and product teams to ensure that the consumer insights we have are driving decisions across those different aspects. I have lots of meetings to do that, but I also find time to execute research myself since we are a smaller team, and I occasionally talk to our subscribers or people we would like to subscribe. One of my biggest achievements at the AJC has been introducing the organization to personas and the value of defining an audience in a way that represents an actual individual person. Prior to me joining, that was kind of a foreign concept to the organization, so being able to demonstrate the value of those and the development of those artifacts has been a really positive achievement for me. I'm very much associated with personas in my organization now, which has brought value to the organization, especially for our marketing teams, to have a better sense of what the needs are for the audiences we're trying to grow with.