My name is Alex Masica. Welcome to my website. This is mainly a space for me to express my point of view on marketing, digital and mobile products, and the process of writing a novel. Read my latest posts in the blog section. I’m also an avid reader and keep a semi-updated list of books I’ve read over the past few years.
In 2018, I founded Boone Street Body Co., an all-natural body care and home fragrance company. After finding myself with dry skin from commercial body washes and moisturizers, I uncovered just how many harmful chemicals were in them, which contributed to my skin condition. So, I set out to create something better. I started with bar soap but have now have an expanding product portfolio ranging from sugar scrubs and bath salts to candles, bubble bars, and more. All of the products are made completely by hand and are free of harmful chemicals, synthetic ingredients, and unhealthy preservatives. The products can be found online as well as in many Columbus-area retail boutiques. For now, this is a fun, nights-and-weekends side project that allows me to test, refine, and strengthen a wide array of business skills.
I am a recent full-time MBA graduate from the Fisher College of Business at The Ohio State University, with a customized concentration in the areas of marketing, data, and strategy. While in business school, I was fortunate to work with brands like Jo-Ann Fabrics, North High Brewing, the Columbus Zoo, and Alliance Data on projects ranging from market share growth and consumer segmentation to revenue generation strategies and consumer sentiment analysis.
My MBA internship was with Expedia Group, working on marketing analytics strategy for the Hotwire brand. While at Expedia Group, I analyzed call center and refund trends and then built marketing and financial models to predict future purchase behavior and loyalty based on policy and product enhancements, decreasing costs and increasing the company’s bottom line in the process. I also served on the action committee that drove initiatives to improve the company culture based on employee feedback.
Before going to business school, I spent my career at the intersection of digital marketing and brand management. My experience in digital marketing has mostly been in scaling a brand’s digital presence, so I spent a lot of time designing technology stacks, managing websites and mobile apps, customer acquisition, e-commerce, agency management, and creating all forms of content for omni-channel campaigns.
My experience in brand management has encompassed every stage of bringing a product to market. I spent a lot of time in market research and syndicated data sources, product development, packaging, market testing, creating value propositions, positioning, and messaging, and sales forecasting. You can learn more about my skills and experience on LinkedIn.
I work well on teams that are nimble and efficient, value honesty and embrace vulnerability, are passionate about helping solve consumers’ problems, and that learn fast, fail fast, and move on fast.
I have an innate sense to help people solve problems and live better lives, and I spend a lot of my personal and professional lives doing that. When I’m not building user experiences and digital products, I volunteer much of my time with various organizations.
I was previously on the board of directors for Equality Ohio, a nonpartisan, nonprofit organization that advocates for full equality for the Ohio LGBTQ community. It is the statewide authority in Ohio advocating for LGBT families with over 30,000 members. Additionally, I served as the VP of programming for the Association of Marketing Professionals (AMP), the marketing organization at the Fisher College of Business, where I was responsible for planning marketing-related educational and community-building programming for my business school peers.
Previously, I served on the marketing and product development committees for the Minneapolis Interactive Marketing Association. I also volunteered year round with Badger Boys State for over 10 years, including on the board of directors for its Alumni Association. Additionally, I’ve volunteered with numerous Easter Seals camps, and all over the country with The Ability Experience.
- I used to be a competitive bowler in my formative years and traveled the Midwest going to tournaments.
- Cooking is a huge hobby of mine, and I love to take cooking classes when I travel abroad. Other hobbies include soapmaking, photography, learning programming languages, reading, and spending time with friends.
- My first real job was working in a local photography studio developing film when I was 13. I have had a job ever since, including running my own piano studio in high school.
- One of my childhood babysitters thought I had too much energy and decided to teach me how to ride a unicycle. I rode all different kinds of them with her in local parades until I was 12 and still ride for fun today.
- My goal is to make it to all 50 states by the time I am 35. As of July 2018, I have 16 left!
What problem can I help you solve? I’d love to connect.