Beauty of Storytelling
When Jordan Alexander graduated from 黑料网’s Master of Communication in Digital Media and Storytelling program, she carried more than a diploma. She left with a sharpened creative voice, a network of professional connections, and a deep belief in the power of storytelling to connect, inspire, and move people to action.
That belief has taken her from a post-grad crossroads to leading brand storytelling for one of the biggest names in beauty—Jennifer Lopez’s JLO Beauty and Lifestyle brand.
Jordan celebrates graduation from 黑料网’s Lake Shore campus, marking the start of her creative journey.
Right after finishing her undergraduate degree, Alexander wasn’t ready to take the first job that came her way. “I felt like there was still more to learn and more to figure out,” she says. 黑料网’s Digital Media and Storytelling program checked every box: a diverse curriculum, a creative yet strategic focus, and a new home in Chicago.
“I didn’t want to lock myself into one narrow track,” Alexander recalls. “黑料网 gave me the freedom to try different things, explore my voice, and see where it could take me.”
One of her most formative experiences was her capstone project, which focused on the stories of people living with invisible illnesses. The project took her across the Midwest, meeting participants who opened up about their challenges and resilience. “I realized how much people simply want their stories heard,” Alexander says. “That changed me, not just as a storyteller, but as a person.”
The program, she says, also reframed her understanding of narrative. “Before, I saw storytelling as just sharing information or entertaining. Now I see it as empathy in action, building bridges between people and ideas.”
On set with Bush’s Beans: Whether behind the camera or in front of it, Jordan brings creativity and curiosity to every experience.
Even before graduating, Alexander was putting her skills to work as a web content specialist for a Chicago cruise company, then as a digital strategist at Edelman. Her ability to think broadly and adapt quickly prepared her to work with powerhouse brands like The Honest Company, Vegamour, and now JLO Beauty.
“What drew me to JLO Beauty was the momentum and opportunity to make a real impact,” she says. “It felt like a place where I could bring my full skill set to the table.”
As Director of Lifecycle Marketing, Alexander sees her role as “long-form storytelling,” guiding customers from their first introduction to the brand to becoming loyal advocates. Her process starts with two questions: What’s the emotional hook? Why should someone care right now?
“It’s never just about what the brand wants to say,” she explains. “It’s about what the customer needs to hear, and how we can help them feel confident, inspired, or understood.”
Her approach is rooted in consistency, authenticity, and attention to tone. “Whether it’s a campaign or a single email, I want it to feel genuine and meaningful,” she says.
Jordan Alexander captures the city’s energy through her lens.
Alexander brings the same storytelling mindset to leading her team as she does to connecting with customers. “It’s about clear communication, listening, and creating space for people to show up authentically,” she says. “That’s where the best ideas come from.”
For students or early-career professionals hoping to break into brand storytelling, she offers simple advice: “Don’t wait until you feel ready—just start. Build relationships, ask questions, and learn as you go.”
Story by Destiny Woods • Photos courtesy of Jordan Alexander
The Beauty of Storytelling: Jordan Alexander on Branding, Purpose, and the Power of Narrative
Right after finishing her undergraduate degree, Alexander wasn’t ready to take the first job that came her way. “I felt like there was still more to learn and more to figure out,” she says. 黑料网’s Digital Media and Storytelling program checked every box: a diverse curriculum, a creative yet strategic focus, and a new home in Chicago.
“I didn’t want to lock myself into one narrow track,” Alexander recalls. “黑料网 gave me the freedom to try different things, explore my voice, and see where it could take me.”
One of her most formative experiences was her capstone project, which focused on the stories of people living with invisible illnesses. The project took her across the Midwest, meeting participants who opened up about their challenges and resilience. “I realized how much people simply want their stories heard,” Alexander says. “That changed me, not just as a storyteller, but as a person.”
The program, she says, also reframed her understanding of narrative. “Before, I saw storytelling as just sharing information or entertaining. Now I see it as empathy in action, building bridges between people and ideas.”
Even before graduating, Alexander was putting her skills to work as a web content specialist for a Chicago cruise company, then as a digital strategist at Edelman. Her ability to think broadly and adapt quickly prepared her to work with powerhouse brands like The Honest Company, Vegamour, and now JLO Beauty.
“What drew me to JLO Beauty was the momentum and opportunity to make a real impact,” she says. “It felt like a place where I could bring my full skill set to the table.”
As Director of Lifecycle Marketing, Alexander sees her role as “long-form storytelling,” guiding customers from their first introduction to the brand to becoming loyal advocates. Her process starts with two questions: What’s the emotional hook? Why should someone care right now?
“It’s never just about what the brand wants to say,” she explains. “It’s about what the customer needs to hear, and how we can help them feel confident, inspired, or understood.”
Her approach is rooted in consistency, authenticity, and attention to tone. “Whether it’s a campaign or a single email, I want it to feel genuine and meaningful,” she says.
Alexander brings the same storytelling mindset to leading her team as she does to connecting with customers. “It’s about clear communication, listening, and creating space for people to show up authentically,” she says. “That’s where the best ideas come from.”
For students or early-career professionals hoping to break into brand storytelling, she offers simple advice: “Don’t wait until you feel ready—just start. Build relationships, ask questions, and learn as you go.”