Student Voices | Alex Cuevas (FCRH’15), Head of People at BBH USA, on Finding Purpose and Standing Out in the Creative Industry
Graduate , Undergraduate | Nov 24, 2025 | Gabelli School of Business
As part of the Marketing Area’s Industry Speaker Series, Fordham students had the opportunity on October 15, 2025, to engage with Alex Cuevas (FCRH’15), head of people at BBH USA. The discussion, moderated by Timothy de Waal Malefyt, clinical professor and director of the Online M.S. in Strategic Marketing Communications, went beyond a traditional professional talk; it offered a candid and inspiring reflection on curiosity, courage, and the evolving role of marketing professionals.
The conversation offered an open and thoughtful look into the world of advertising, leadership, and workplace culture. Cuevas spoke with authenticity about her path from Fordham University to BBH, one of the industry’s most creative agencies, sharing how curiosity and empathy have shaped her career. “I didn’t grow up knowing that I wanted to work in advertising,” she said. “But I’ve always been fascinated by people, what motivates them, how they collaborate, and how they grow.”
After graduating from Rose Hill in 2015, Cuevas began her career in recruiting and human resources, driven by an interest in what makes teams work effectively. Over time, she developed a deep appreciation for how creativity and human connection can fuel business success. Now, as head of people at BBH USA, she oversees talent development and culture-building initiatives that support the agency’s mission of fostering innovation through inclusion. “It’s a mix of creativity, empathy, and business strategy,” she explained. “An important part of my job is to make sure people feel seen and supported, so they can do their best work.”
Throughout the session, Professor Malefyt guided the discussion toward the intersection of anthropology, creativity, and leadership. Cuevas reflected on how advertising is ultimately about storytelling and how that same storytelling applies to the people behind the campaigns. “Advertising only works when people feel safe enough to share ideas and challenge each other,” she noted. “Empathy isn’t soft. It’s strategic. The best ideas come when people feel connected.”
Cuevas also spoke candidly about her early career challenges, including moments of self-doubt. “There were times I questioned whether I belonged in rooms full of creative leaders,” she said. “But what I learned is that confidence isn’t something you’re given; it’s something you build by showing up and learning.” Her advice to students was to stay curious and ask questions, even when uncertain. “Curiosity is your biggest asset,” she emphasized. “Growth comes from not having all the answers.”
The event concluded with an engaging Q&A where students asked about breaking into creative industries, standing out in interviews, and navigating career uncertainty. Cuevas responded with sincerity and humor, blending practical insights with encouragement. She reminded students to focus on what energizes them rather than worrying about choosing one perfect path. “Start where you’re curious,” she said. “Your career will take shape as you follow what gives you energy.”
After the session, students had the opportunity to meet Cuevas individually in a one-on-one conversation that allowed for deeper discussions about finding purpose, building confidence, and leading with authenticity.
Before wrapping up, Cuevas shared two book recommendations that have influenced her perspective: Rethinking Work by Rishad Tobaccowala and The Creative Shift by Andrew Robertson. Both explore how creativity and humanity intersect in the modern workplace, echoing the core theme of her talk. Her parting message was simple yet powerful: “You don’t need to have it all mapped out. Be intentional, keep learning, and surround yourself with people who challenge you to grow.”
Her story served as a reminder of what a Fordham education stands for ‘business with purpose, creativity with empathy, and leadership grounded in humanity.’ Cuevas’s journey showed that success is not a straight line but a process of discovery, one that is guided by curiosity and connection.
Written by: Harshi Jain, MSMI ‘25
