Alexandra Ignatius

Washington University, Olin Business School

“Corporate communications expert for Fortune 500 clients with experience in the US, Europe, and Asia.”

Hometown: Washington, DC

Fun Fact About Yourself: I used to be a professional ballet dancer. I began studying ballet at the age of five and attended a conservatory program at The Washington Ballet during high school. After dancing with the Columbia Ballet Collaborative in university, I joined a regional ballet company. The qualities I learned from ballet—the constant pursuit of excellence, discipline, and teamwork—have made me a great businesswoman. I spent days and weeks rehearsing, analyzing and rethinking behind-the-scenes, so that when the curtain went up and I had my brief moment with the audience—in a boardroom now, rather than a theater—I could have maximum effect.

Undergraduate School and Major: Columbia University, Psychology Major

Most Recent Employer and Job Title: Edelman, Senior Account Supervisor

Describe your biggest accomplishment in your career so far: My biggest accomplishment was helping to lead communications strategy around grocery retailer ALDI’s expansion into China. ALDI has built its reputation as the leading discount grocer in Europe and North America, but in China it had to pursue a different value proposition—namely to be the “trusted importer.” Imported products are typically seen by Chinese consumers as an indicator of high quality amidst a distrust of domestic brands. Working in partnership with e-commerce leader Alibaba, we held a “food fashion show” to launch ALDI into the China market, leveraging well-known fashion designers and media icons in Shanghai to capture attention and drive online sales.

What quality best describes the MBA classmates you’ve met so far and why? The Olin Business School Class of 2021 is fearless. Olin began its MBA classes at the end of June, kicking off with a brand new six-week global immersion tour that has taken us to Washington, DC; Barcelona; Beijing and Shanghai—and I have been in awe of everyone’s eagerness to put themselves in new, uncomfortable and challenging situations. For example, one of my classmates who had never taken an accounting course volunteered to take the lead on developing a financial model for a winery consulting project in Barcelona. I was inspired by his willingness to be vulnerable in service of learning a new skillset.

Aside from your classmates, what was the key factor that led you to choose this program for your full-time MBA and why was it so important to you? Becoming a well-rounded businesswoman requires building quantitative abilities that complement the qualitative skills I developed as a corporate communications professional. WashU Olin’s philosophy centers around data-driven and values-based decision making, which is a powerful framework for evaluating today’s business problems. In our first few weeks of classes we learned tools to critically evaluate data and explored the intersection of organizational, personal, and societal values.

What club or activity are you looking most forward to in business school? I am looking forward to joining Olin Women in Business. Women are underrepresented in the business world and within the MBA student body. Olin held a Women in Business weekend on campus in the winter of 2018, which demonstrated the school’s commitment to gender equality and got me excited to be part of such a supportive and inclusive culture.

What was the most challenging question you were asked during the admissions process? In the written application to Olin Business School, I was asked to describe my five most influential social media posts. As an infrequent social media user and someone who doesn’t have a carefully crafted “online persona,” I struggled with how to use this prompt to tell my story authentically. Nonetheless, I wrote about five defining moments in my career and personal life through the lens of social media to paint a more accurate picture of who I am, how I see the world, and what motivates me. The five examples demonstrated how at its best social media is a powerful tool for bringing people together and connecting with loved ones. However, at its worst, it enables damaging rumors and hate to spread and quickly escalate. This prompt became an incredible opportunity to show my creative side to the admissions team and articulate my range of professional and personal experiences that would make me an ideal MBA candidate.

What led you to pursue an MBA at this point in your career? I worked in corporate communications and reputation management for eight years and was interested in moving more into the marketing space, specifically around market entry strategy. While I had strong “soft” skills in client service, talent development, speech writing, and project leadership, there was a gap in my quantitative knowledge. I knew that the analytical rigor of an MBA would be critical to being able to evaluate new markets and customer segments and to make more informed, strategic, and data-driven decisions.

What other MBA programs did you apply to? As a native Washingtonian and having recently lived in Chicago, I kept my applications very focused on top 25 programs on the East Coast and Midwest. I prioritized smaller MBA programs that would provide a more tailored and hands-on experience but that also had access to the breadth and depth of a large university system.

How did you determine your fit at various schools? There were three key factors that shaped my decision-making process. First, I prioritized academic rigor and a program that was grounded in a solid core curriculum with a focus on quantitative skill-building and data analytics. Second, I evaluated the companies and firms where alumni worked to better understand networking and internship opportunities. Third, having attended a fairly large undergraduate school I was seeking a smaller MBA program that provided a tight-knit community where every student is known not just by name, but also by story. In terms of evaluating culture, I arranged one-on-one phone calls with current students, alumni, and the admissions team to understand the real student experience. 

What was your defining moment and how did it shape who you are? When I was 14 years old, I was fortunate enough to move overseas to Paris, France where I live for the majority of high school. This experience was transformative. Ever since then, I’ve been fascinated by how local culture influences consumer preferences and decision-making. After undergrad, I spent a number of years working at a communications firm in Washington, DC before I was transferred to their office in Shanghai, China. Living and working in such a different culture made me challenge my own assumptions and behaviors and forced me to step outside of my comfort zone, almost on a daily basis. My three years in China were an incredible period of growth and solidified my passion for international business. China was also a defining moment because it’s where I met my husband!

Where do you see yourself in ten years? In ten years, I see myself running marketing strategy for a B2C company. I believe that the private sector can be an unbelievably powerful force for social good and I want to be a part of shaping how companies are revamping their product lines, entering new markets or reaching new customer segments as they find ways to better align business needs with a social purpose.