A Journey from Architecture to Marketing: The Creative Evolution of Alexandra Jorge 

Alexandra Jorge is a Director of Marketing Consulting at EPAM UK. Originally an architect with a penchant for crafting creative and technical designs in physical spaces, Alexandra discovered that this passion blended creativity with innovation and execution. “I think architecture was a nice foundation for me as a person with an interest in both sides of things: creativity and engineering,” Alexandra shares. “It also helped me understand how to work with different teams. But I wanted to explore innovation more closely.” This realization led her to transition into business operations, where she found a perfect balance of creativity and innovation within a tech-driven ecosystem.

Discovering EPAM Through a Happy Chance

Alexandra’s introduction to EPAM came when a former colleague from Cambridge University mentioned the company at a reunion. Alexandra was intrigued by the work culture described and the possibilities it presented. “It really resonated with me because I think EPAM is very good at recruiting consultants from a practical background,” says Alexandra.

A Different Edge in Consultancy

What defines Alexandra’s consultancy practice at EPAM is a hands-on, practitioner-led approach. With firsthand experience in client roles themselves, the consultants at EPAM speak the language of their clients. “This practitioner-first approach allows us to structure our teams differently, engaging with clients directly. By understanding their pain points, we tailor the best, most suitable solutions for each of them,” Alexandra explains. “Being a consultant at EPAM allows you to stay on the cutting edge. We always have a fresh perspective and innovative solutions because of the variety of projects, clients and industries we work with, which puts us in a very unique position to empathize directly with each client. I love those opportunities to build a client-oriented solutions and relationships.”

Evolving Roles and Challenges

Over the last two years at EPAM, Alexandra’s role has evolved significantly. Initially tasked with establishing a new brand and marketing branch within the Digital Engagement practice, she’s now seeing the practice thrive, powered by both internal growth and strategic acquisitions. “It feels like I’ve changed with the company, adapting and growing to meet new challenges,” Alexandra mentions, reflecting on the dynamic work environment at EPAM that encourages personal and professional growth. “My role has changed in how we present and add value to clients. Today, I no longer depend on just my knowledge or on the knowledge of a small team; we now have an exciting range of real, dynamic expertise globally,” Alexandra explains.

Diversity of Expertise in the Team

When discussing the backgrounds of her colleagues, Alexandra highlights the rich variety of expertise at EPAM. From traditional digital marketing to innovative roles with AI specialists, the collaborative environment at EPAM draws on diverse experiences to create holistic solutions. Alexandra states, “There are roles that we may associate with marketing and customer experience. There are plenty of intersections between those practices. This is where the richness from belonging to the worldwide EPAM ecosystem comes from, because we also align our practice to the goals of the company. The cross-functional collaborations make sure the solutions we develop are not only effective but also comprehensive.”

The Transformative Power of AI in Crafting Custom Solutions

At EPAM, AI is revolutionizing processes, enhancing creativity and driving innovation. Alexandra is particularly excited about how tools like EPAM DIAL enable faster visualization and adaptation of ideas, crucial in next gen marketing and consulting. “AI has shifted the way we approach innovation, enabling non-technical teams to also engage deeply in the creative process,” she highlights, emphasizing how technology empowers all practitioners. This transformative capability is also central to meeting client requests, especially in marketing, where operational efficiencies are a key focus. However, with AI, these efficiencies go beyond cost savings to deliver enhanced performance without scaling resources. “AI has enabled us to be more creative, do more and bring more value for the client,” she notes.

Growth for Non-Tech Experts in a Tech-Driven Company

At EPAM, embracing diverse skills ensures that non-tech specialists have as many opportunities for growth and career development as their technical colleagues. Alexandra, rooted deeply in customer experience and digital marketing, finds that her non-technical expertise is critical across diverse projects, including those that intersect significantly with technology. “When you work in an agency environment, all you’re focused on is digital marketing. It’s a perspective that usually doesn’t take into account a holistic view of how the wider technology, data and user experience contribute to marketing. A strong bond of marketing and technology at EPAM means that my role extends beyond traditional boundaries, creating more room for innovation,” Alexandra reflects.

Empowering Hackathons and Innovations

Another example of EPAM’s culture of inclusive innovation and exploration for Alexandra was organizing a hackathon focused on AI ethical enablement. “For me, this hackathon was a great example of how EPAM encourages people to explore different aspects that interest them. I’m proud of how much visibility we gave to all the different teams and EPAMers from a company-wide perspective, but also for our leadership. I think it’s really important to find these opportunities where we give people a voice, regardless of hierarchy or function,” Alexandra reflects.

Alexandra Jorge's journey is an example of the thriving ecology at EPAM, where innovation, technology and marketing create impactful solutions for our clients. Explore career opportunities at EPAM and embark on your next adventure today: www.epam.com/careers.