Alexandra Weiss knew from a young age that she wanted to start her own company, but it took a few years to make that dream a reality. Following graduation from Cornell with a psychology degree, Alexandra ultimately decided to steer away from her initial plan in order to follow her passion for fashion instead. So she held down several different jobs in the industry, including stints at Ralph Lauren and Elle magazine, and then finally decided that it was time to go after her dream.
In 2010, Alexandra teamed up with friend (and fellow Contessa!) Carol Han to start CA Creative, a digital media agency focused on growing brand identity and business. Alexandra’s personal goal for CA Creative is to help companies produce digital content and strategies that will bring attention to their brand. This means that she spends her days meeting with new clients and overseeing day-to-day operations. Alexandra loves working with her creative team and can’t wait to see CA Creative grow into an even stronger agency.
Risking it all to start a new business can be scary, but for Alexandra it surely paid off. As founder and partner of CA Creative, she knows there is always more work to be done, but it’s, happily, work she can’t wait to take on!
Her Starting Point
Many people find the transition between college and “real life” a bit daunting. Can you tell us about your journey between the two? What was your first job post-college?
I was a psychology major in college and after graduation the one thing I was sure of was that I no longer wanted to become a psychologist. I had always loved fashion and was eager to translate my interest into a career. I didn’t have any previous work experience in the field, so I applied for internships at fashion brands, publications and agencies to learn as much about the industry as possible.
After a few months of interning, I was hired as a fashion assistant at a boutique fashion and lifestyle PR firm. My experience as a fashion assistant was invaluable. I learned what it takes to operate a successful agency, as well as the importance of problem-solving, multitasking and, above all, having a positive attitude.
When did you first spark the idea for CA Creative? How long did it take to make your vision a reality?
The idea for CA Creative came to us four and half years ago. I was working in the global marketing department at Ralph Lauren and watched the company put a huge emphasis on cultivating their online presence.
At the same time, Carol (CA Creative co-founder) was working at Stylecaster and was often approached by brands for advice on how to create dynamic content and engage users in the digital space. It was clear that there was a growing need for brands to share their stories and grow their online audiences. So we decided to merge our respective skill set to start an agency that helped brands produce digital content, strategies and campaigns.
After we came up with the idea for CA Creative, Carol and I spent a few months developing a business plan, gathering knowledge from trusted mentors and setting up the company’s infrastructure. We then decided it was time to quit our full-time jobs and put all of our energy into making CA Creative a success.
Speaking of your co-founder Carol Han, you two are friends in addition to being business partners, which is pretty impressive! How did you meet?
I met Carol when I was her intern at Elle Magazine. It was my first experience working in the fashion industry, and I was lucky to have her show me the ropes. We bonded over late nights in the fashion closet and have been friends ever since.
Running your own company is no easy feat. When did you feel like this was the right path for you? When did you feel like it was time to be your own boss?
My father always has been an important influence in my life. Witnessing him start, grow and manage successful businesses taught me what it means to be ambitious and hardworking. He instilled in me the entrepreneurial spirit, so from a young age I’ve always wanted to start my own company. At the time, there was a clear need for the type of services CA Creative offered and I knew that it was the right time to risk the security of a full-time job and become my own boss.
Her Big Break
What was the process of starting your business like? How did you handle things like marketing, production, PR in the beginning? Have those things changed since starting the company?
The process of starting CA Creative was very exciting and very hectic! Initially the company just consisted of Carol and I, so we were responsible for managing every aspect of the business. As we began to grow our client list, we also began to grow our team. Four years in, we now have internal teams who manage content, digital media and design and have an agency that handles our PR.
If we had the chance to peek at your schedule, what would an average day look like?
There never is an average day at CA Creative, but often my days are spent meeting with potential new clients, working with our team to develop and execute digital marketing strategies and overseeing the company’s operations.
What do you love most about working at CA Creative? What is the company culture like?
I love that I get to work with such an amazing team everyday. Everyone at CA Creative is incredibly talented. CA Creative is a very collaborative workplace, where our employees are encouraged and empowered to produce fresh and exciting work.
Her Perspective
How do you handle work/life balance?
The key to maintaining a successful work/life balance is to value both work and life equally. Running a business means there is a never-ending list of things to get done, but I make sure to carve out time to focus on the meaningful activities and relationships in my life.
Translating passion into a career is tough. What advice would you give to women trying to figure this out?
You don’t have to follow one set career path, so follow your interests and then work hard! I have had an eclectic career path in which I assisted at a PR firm and in the editorial department of The New York Times T Magazine, worked in the operations division of a small hedge fund and was part of the global marketing team at Ralph Lauren. All of these experiences enabled me to learn best practices and acquire the knowledge necessary to start CA Creative.
And finally, what do you wake up looking forward to? What’s next for your career?
I look forward to continuing to grow CA Creative into a thriving agency that is known for developing and executing creative and innovative strategies in the digital space.
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