Alexandra’s professional journey has been defined by curiosity and connection, two qualities that have guided her through more than a decade of helping Canada’s most recognized organizations connect their talent strategies to real human stories. From retail and finance to manufacturing and quick-service restaurants, she has built a career around understanding what motivates people, how brands grow through their people, and why authentic connection drives the best results.
“Leadership isn’t about having all the answers,” Alexandra shares. “It’s about creating the space where people feel empowered to bring their best ideas forward.” For her, that means leading with both insight and empathy, listening to clients, job seekers, and colleagues to understand what truly matters, and combining data and collaboration to create meaningful impact.
Bringing Indeed’s Mission to Life
As a Senior Talent Marketing Consultant at Indeed, Alexandra has the opportunity to live out that belief every day. She describes her work as a blend of storytelling, strategy, and purpose, all in service of Indeed’s mission to help people get jobs.
“What I love most about this work is the tangible impact we create every day,” she explains. “Helping people get jobs isn’t just a slogan, it’s a human mission. Every campaign, every conversation, every piece of data we share is about connecting people with opportunities that can change their lives.”
For Alexandra, that mission is deeply personal. She has seen how the right opportunity can transform a person’s confidence, family, and future, and how the right hire can strengthen a team, spark innovation, and elevate an organization’s culture. “For employers, our work means finding the right talent faster and more effectively. For candidates, it’s about feeling seen, valued, and understood. There’s something incredibly rewarding about knowing that what we do at Indeed directly contributes to those meaningful connections.”
What Makes a Brand Stand Out
In today’s competitive talent market, employer brand has become a cornerstone of every successful people strategy. Alexandra believes that the most powerful brands aren’t just built through marketing, they’re built through experience.
“Authenticity is everything,” she says. “Candidates today are looking for more than perks; they’re looking for purpose, belonging, and transparency. The organizations that stand out are the ones that don’t just say who they are, they show it, consistently, across every touchpoint.”
Data supports her perspective: people are drawn to companies whose values align with their own. That’s why Alexandra believes the most compelling employer brands are built from the inside out. “When your employees are proud of where they work, that pride naturally extends outward. When your people become your biggest advocates, candidates take notice.”
Leading Through Change
The world of work is evolving faster than ever, technology, market shifts, and changing candidate expectations are transforming how organizations attract, engage, and retain talent. Alexandra’s advice to leaders navigating these transitions is simple: lead with curiosity, not fear.
“Change can feel uncomfortable, but it’s also an incredible source of growth,” she says. “The leaders who thrive are those who stay close to their people and to the data—listening, learning, and adapting quickly. Technology should be seen as an enabler, not a disruptor. Use insights to anticipate shifts rather than react to them. Most importantly, keep your focus on people. No matter how fast the landscape evolves, human connection remains the foundation of great leadership.”
The Future of Talent Strategy
Looking ahead, Alexandra sees a tremendous opportunity for HR and business leaders to strengthen their connection to both current employees and future talent through personalization.
“As work becomes more flexible and distributed, employees expect experiences that feel tailored to them, from how they learn and grow, to how they’re recognized and supported,” she explains. “Data and technology make personalization possible, but empathy is what makes it meaningful. The future of talent strategy will be about combining both, using insights to understand people’s needs at scale, and responding in ways that feel deeply human.”
That blend of heart and analytics reflects her broader philosophy: great leadership means balancing the art and science of people. “The organizations that will succeed in the next decade are those that know how to merge data-driven insight with empathy and humanity,” she says. “It’s not about replacing intuition with technology, it’s about enriching it.”
Showing Up to Shape the Future
Indeed’s sponsorship of HRXchange—a national gathering for Canada’s boldest HR leaders—aligns perfectly with Alexandra’s vision of shared learning and collaboration.
“Events like HRXchange are where ideas become action,” she says. “At Indeed, we believe in showing up for the conversations that move our industry forward. Our mission to help people get jobs means we’re not just connecting employers and candidates—we’re helping shape the future of work.”
By engaging in these discussions, Alexandra and her team gain valuable perspectives from across the HR community. “It’s about collaboration and curiosity,” she adds. “By sharing challenges, innovations, and insights, we can all create better outcomes for our people.”
Staying Human in a Digital World
When asked what one message she hopes HR leaders will take away from her work, Alexandra’s answer comes quickly: “Stay human.”
“In all the data, technology, and transformation, it’s easy to lose sight of what really drives success: people,” she says. “The most enduring talent strategies are built on trust, empathy, and a clear sense of purpose. When leaders focus on understanding their people and create environments where they can thrive, the results will always follow.”