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Who says marketing and authenticity can’t go hand in hand? Certainly not Alexandra Sharp (who graduated the Grande École Program in2015). Three years after launching her own consultancy, she has gained an understanding of the New-Zealand market to offer her customers individual strategies that have true meaning. It’s a business that came about through observation and curiosity, with the search for a better work-life balance as a driving force. She gives us an illuminating view of how it all started.

Alexandra SHARP, you moved to New-Zealand at rather a unique moment in time. What effect did this have on your career?

The COVID pandemic hit two months after my arrival, making it hard to adjust, with the borders closed for two years. This forced insularity was a shock, as were the quiet streets – a world away from the bustling Parisian life I had left behind. Working at Moochi was a lifesaver: I was plunged into an intense, exploding world of e-commerce, with lots of challenges that helped me overcome my geographical isolation. The demands of this period enabled me to develop an unexpected resilience and lay solid foundations for the rest of my career.

What inspired you to set up your own business?

I was already doing some freelancing when I was employed in Paris. The birth of my daughter was the trigger for turning this sideline into my main source of income. I needed more flexibility to devote myself to my family, and I felt that being an entrepreneur would allow me to manage my time and choose my projects. I work as a mini-agency, coordinating a network of experts according to the specific needs of each client. I offer strategic marketing consulting for targeted projects and work as a fractional CMO for overall strategic guidance. I have customers in a variety of sectors: high-end wedding dresses, beauty & wellness, household products, apps etc. This diversity enables me to suggest cross-functional approaches and translate a brand’s authenticity and know-how into an effective digital marketing strategy.

What are the specifics of the New-Zealand market, particularly in terms of its approach to marketing?

The fundamental principles are of course the same world over, but their application needs to be adapted to the local context. New Zealand consumers particularly value authenticity, sustainability and local products. They also prefer brands able to demonstrate a genuine commitment to community and the environment. Communication therefore needs to be direct and unpretentious: Kiwis are quick to detect and reject anything that appears too “marketed”. This relaxed attitude is also reflected in business relations: people don’t bother with formalities, they immediately address each other on a first-name basis, and decisions are usually taken by consensus rather than hierarchically. There’s also a real “can-do attitude”: Kiwis prefer people who come up with solutions to those who point out problems…

Alexandra SHARP, what are your goals for future?

In the short term, I’d like to develop my client portfolio in New Zealand, Australia and France, while exploring opportunities to create educational content such as workshops for entrepreneurs and marketing specialists. In the medium term, I’d like to create a bridge between the European and Oceania markets by sharing my bicultural expertise. Either way, I’ll be careful to maintain the flexibility that enables me to be there for my family while continuing to take on stimulating professional challenges.

This article was written by Luna Créations for #IÉS, the IÉSEG Network magazine. Read here all the articles of #IES.