Cindy Alexandra.
In this series, AdNews spotlights young talent in the Australian media, marketing and advertising sector. This time it's Avid Collective senior client success manager Cindy Alexandra.
Time at the company:
Just over two years.
How long have you been in the industry?
Six and a half years.
How did you get here? Was this always the plan?
Not at all! I originally wanted to become a pastry chef, but life has a way of serving something unexpected (pun intended).
I grew up in Indonesia and moved to Sydney in 2016 to attend pastry school. The plan was to stay for two years before going back home to set up a cake shop. But I realised two years in that it wasn’t what I wanted long-term. At first, that was terrifying. I tried to push through, but the turning point came thanks to my parents. So, I enrolled in a business degree while continuing to work part-time as a pastry chef.
I knew I liked marketing, but breaking into the industry felt like learning a new language in a new country, which, quite literally, it was.Through a mix of persistence, luck and (literally) a hundred job applications, I landed a marketing/PR internship in my second year of uni, which led to an Account Executive role (shoutout to my then-manager, Shazana).Fast forward seven years - through career milestones, heartbreaks, personal growth, and meeting some amazing people, we're still here!
To younger Cindy: We’ve come a long way! We’re living a life we once wished for.
Who is your right-hand person/who guides you day to day?
I’ve been incredibly fortunate to work with passionate, intelligent, and generous people who’ve shaped my journey. I believe that having a great manager or mentor is one of the most important things for your career.
My current manager Chloe Patterson, our Head of Publisher, is my compass. She’s the kind of leader who doesn’t just point you toward a destination but walks beside you, shows you the best routes, and helps you navigate the detours.
I also work closely with our GTM and product teams, and being around people with different working styles and skill sets has been a huge learning opportunity for me.
What's the best thing about the industry you work in?
I work in the intersection of media, marketing, and tech, and it’s full of beautiful contradictions. It’s fast-paced yet strategic, competitive but deeply collaborative. At Avid, the idea-to-execution process moves so quickly, and that pace keeps things exciting (and yes, sometimes (read: most times) a little hectic).
I love how this space rewards innovation. Being young in an industry where innovation is currency means I get to work on ideas that didn’t exist yesterday and push boundaries daily.
And while the industry still has progress to make, I’ve seen real movement toward recognising talent based on merit, regardless of age, gender, or background. That’s been motivating.
And the biggest challenge?
Proving value beyond surface-level metrics. Our industry doesn’t have an exact science. There’s no single formula. It’s part psychology, part creativity, part strategy, part tech and part everything in between. You’re expected to deliver short-term results while playing the long game, execute campaigns while educating stakeholders, and constantly advocate for the human element in an increasingly data-driven world.
Secondly, challenging outdated thinking. While the industry has made real progress, being a young woman - and someone who brings a different cultural lens - often means navigating subtle, often unspoken biases, both personally and professionally. They’re not always obvious, but they can be deeply ingrained and embedded.
Still, I’m hopeful and genuinely excited to be part of a generation that’s pushing for greater inclusion and broader representation.
Where do you see yourself in 5 years?
I'm not entirely sure, and that uncertainty both excites and terrifies me. But I’ve learned that two things can be true at once. My background is in integrated marketing and PR, but I'm really enjoying being in the tech industry (albeit still within the media realm), especially during this AI boom.
The intersection of technology, marketing, and humanity fascinates me. So, although I'm not sure about the future (who is?), I see myself continuing to explore that space. What I know for certain is that I'll be somewhere that challenges me to grow, surrounded by people who inspire me to think differently.
Where do you turn for inspiration?
Everywhere! I find inspiration in my colleagues, mentors, industry connections, LinkedIn, TikToks, podcasts, videos, articles, news, books, interviews, and even AI. Whenever I'm trying something new at Avid, I make it a point to do my research so I don’t fall into the trap of doing things just because “that’s how it’s always been done.”
I’m also constantly inspired by the people closest to me - my partner, family, and friends. Some of my most valuable insights have come from conversations with those who see the world (and our work) through a completely different lens. At the end of the day, we create for humans, design tech for humans, and market to humans - so it only makes sense to keep learning from them.
To me, staying curious, open, and never assuming you've learned it all, no matter how far along you’ve come, is what separates good from great.
My favourite advert is:
The KFC "FCK" campaign lives in my head, rent-free. They took accountability with humor, humility and creativity. To take such a massive PR disaster, face it head-on, and turn it into something authentic and positive is pure brilliance!
Tell us one thing people at work don't know about you?
I don’t do it often, but I can waveboard. Not something that comes up in meetings, but hey, balance, right?
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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