Our 10th grade career speaker series has carried over into 2015, with visits from two professionals in creative fields. On January 9, Paul Alexander chief communications officer at Liberty Mutual Insurance (and father of teacher Fay Alexander), spoke about his career in marketing and advertising, and on January 13, graphic designer and publishing entrepreneur Darius Loftis talked about his work.
Mr. Alexander gave students a primer in developing effective ad campaigns for big consumer brands like Campbell Soups and Pampers as well as Liberty Mutual. He introduced students to key marketing concepts like the importance of creating ad copy that appeals to the target audience, establishing a distinct brand “personality,” and highlighting the unique benefits that differentiate the brand from other products competing in the same category. Mr. Alexander, who earned undergraduate and MBA degrees from Harvard, worked for Campbell Soup Company in Philadelphia and Procter and Gamble in Cincinnati before returning to Boston to work at Liberty Mutual in 2008.
Mr. Loftis described how he applies his training in graphic design to jobs in two different areas. His day job is at Homesite, where he is a user interface analyst for the insurance company’s website and digital applications. He devotes most of his free time to his “passion project” as founder and editor-in-chief of Abstraks, an international print and online publication about the art world. He encouraged students to persevere in finding ways to follow their own dreams. Mr. Loftis grew up in Dorchester and attended Natick High School as a Metco student. He earned his MFA degree from the Art Institute of Boston.