The Woman for the Job

If someone asked me who I want to be when I grow up, my answer would be Roushaira "Roush" Alexander (and Shonda Rhimes, but that's a story for another day). Roush is the epitome of creativity—a passionate traveler, a brilliant storyteller, and someone whose dedication shines through in every project she takes on. Her work, especially through Humans of Willemstad (HoW), has touched lives in unimaginable ways. Her story and unique perspective are as extraordinary as she is, and I feel lucky that she allowed me to share a glimpse of it here.

During my time at Fresku Studios, I crossed paths with many impactful individuals, but one person stood out with her infectious humor and laughter that could light up a room—or echo across miles. A conversation in the Fresku office three years ago changed everything. It was one of those rare, deep discussions that leave a mark, and from that moment, we became each other’s cheerleaders—in life and the professional world. I was blown away when I discovered she was the brains behind many of the commercials I’d seen on television. Her journey to becoming a Creative Director was one I couldn’t wait to learn more about.

What inspired you to pursue a career in the marketing industry and become a Creative Director?

If you had told 12-year-old me that I’d end up here, I would have rolled my eyes and said, “Ugh, no way!” Back then, this career path wasn’t even on my radar. I studied law in the Netherlands and interned at a law firm there. My best friend and I had a pact: once we finished our studies, we’d both become public prosecutors in Curaçao. True to her word, she’s now a public prosecutor—but as for me? My journey took a very different turn.

Once at the law firm, I knew the legal world wasn’t for me. While my colleagues were dressed in sharp suits, I was in my Uggs, shorts, and a casual vibe which was different from the firm’s formal culture. It just wasn’t my scene. When I returned to Curaçao, I gave the corporate world another shot, working at a trust office. But that same feeling resurfaced—it wasn’t my thing. Though I was good at the work, I felt out of place. So, after just ten months, I quit. No backup plan, no roadmap—just a decision to move on.

During my time as a law student, I often found myself gravitating toward marketing and creative projects. I was the Vice-Chair of the Student Association Passaat, responsible for overseeing their magazine, organizing recruitment days, and being involved in branding initiatives. I even organized the first “in-house day” at a law firm where I worked. These side projects—focused on marketing, human resources, and connecting with people—always came naturally to me. I excelled at them without formal training, yet it never occurred to me that this could be my career.

After leaving the trust office, I began volunteering with JCI, an organization that would shape my path in unexpected ways. I vividly remember speaking with the Project Director of their Young Entrepreneur Awards in 2012—one of their biggest events at the time. With boldness, I declared, “Next year, I’m going to take over as Project Director and make this project bigger than ever before!” (she chuckles). I wasn’t even a member of JCI yet, but I was bursting with ideas and confidence, though with a touch of that fresh-from-the-Netherlands “I know everything” attitude.

Fast forward a year, and I did become the Project Director. Not only did I take the project to the next level, but my fresh approach also caught the attention of companies like El Tributo. They recognized my potential and offered me freelance opportunities with them and another company, Extura. And just like that, my journey into marketing and even the funeral sector began.

Within two years, I was promoted to HR and Marketing Manager, blending my people-focused skills with creative strategies. I even had the incredible opportunity to attend a specialized program at the Funeral University in Memphis, where I learned about international Funeral Marketing.

Would you say that funeral marketing is your specialty?

I wouldn’t define myself that way. While I’ve worked on many successful funeral projects, I don’t want to be labeled as “only specialized in funerals.” I see myself as a Creative and a bridge builder. My goal has always been to connect people—whether it’s brands to people through my company, HoW Media, or simply bringing people closer to each other.

My passion project, Humans of Willemstad, began during my time at El Tributo and Extura. Jason, my photographer, and I would head to Punda to capture stories and moments, which I’d write up and share. In the early days, we posted two stories a day—an intense but fulfilling process of constant content creation. When Humans of Willemstad took off, I realized how much I wanted to focus solely on marketing. After five years at El Tributo and Extura, I decided to take a leap and resign. I didn’t have a clear plan at the time, but I trusted myself. I knew I had the skills and talent to find a new job in the sector I was most passionate about, Marketing. One thing about me? I won’t stick around if a situation makes me “unhappy”. That same month, I applied for the Young Leaders of the Americas Initiative (YLAI) fellowship program. I had to wait three months to find out if I’d been selected. Thankfully, I had projects to keep me busy in the meantime. When I finally got the news, I was over the moon! Being chosen as an entrepreneur for Humans of Willemstad and joining the YLAI program was a moment of pride and excitement.

What are some of the biggest challenges you faced in your career, and how did you overcome them?

One of the biggest challenges I faced was learning to separate my personal interests from my work. As a Creative, it’s easy to get deeply attached and passionate about the projects you bring to life. Early in my career, I was so invested in my vision for a project that if the final product didn’t align with what I had envisioned, I was ready to walk away from it entirely. But over time, I realized something important: clients hire me to create their vision, not mine. My job is to balance my creative desires with their needs and goals. 

I remember reading a book that completely shifted my perspective. It explained that it’s rare to work on a project where you’ll get all three of these things: creative freedom, money, and exposure. From my own experience, I’ve found this to be true. The book also emphasized that as a Creative, you have to decide which of these values matters most for each project. This mindset opened up a whole new world for me and made it much easier to detach from my expectations.

That’s such valuable wisdom, and it’s also one of the reasons I decided not to pursue a traditional marketing job. You can create a campaign that checks all the boxes, achieves its goals, and meets every metric for success—only for the client to dismiss it as “trash.” It can feel disheartening to see your hard work labeled this way, and even more so when you have to pivot and create something you may not fully believe in, just to align with the client’s vision.

As a rookie Creative, I struggled with compromise. I wasn’t yet ready to balance my passion for my work with the reality of client-driven projects. It was a tough pill to swallow, but it ultimately helped me grow and refine my approach to creativity and collaboration.

I only work with clients I believe in—those who share similar values to mine. If I meet a client and realize we’re not on the same page, I’ll often refer them to other creatives who might be a better fit. For me, it’s not just about the money; it’s about fulfillment.

This year, I’m the Executive Producer of El Tributo’s Thnxgiving concert, a massive event for 1,500 people and broadcasted on national television. The last time I worked on a project like this was back in 2014 when I was just an intern. Now, I’m tackling it as a Lead Creative Strategist, and it feels like such a rewarding challenge. What makes it even more special is the freedom I’ve been given—this is the kind of work that truly fulfills me.

For me, the job isn’t complete until I’ve sparked a genuine reaction—whether it’s a smile, a laugh, or even a tear. When someone tells me how my work made them feel, how it moved them or brought joy, that’s when I know the mission has been accomplished.

It’s important to remember that you’re only as good as your last project.

How do you stay ahead of industry trends and ensure your creative strategies are innovative and competitive?

It’s important to remember that you’re only as good as your last project. To stay ahead, continuous development is key. For me, reading and traveling are essential. Both allow me to step into worlds that don’t exist in Curaçao, giving me exposure to new ideas and experiences.

Living in a big city, you’re constantly surrounded by trends, commercials, and innovations—it’s an endless source of inspiration. Curaçao, on the other hand, doesn’t have the same amount of trends, but that’s an opportunity in itself. This creates space to innovate and bring something new to the table. Expanding your life is crucial. We’re all just “specks turning into dust and one time or another into this universe.”. But when you decide to broaden your horizons—through reading, traveling, or having conversations with people whose perspectives differ from your own—you begin to understand how vast the world truly is and how small we are in comparison. That realization keeps me inspired and competitive. 

Which project are you the most proud of, and what was your role in its success?

I’d have to say Humans of Willemstad, because of the profound impact it had on the community. Even though we haven’t been active for years, people still share our content and ask when we’re coming back. That’s incredibly heartwarming and speaks to how much the project resonated with people.

I was the driving force behind Humans of Willemstad—the bridge behind the stories —but it wouldn’t have been the same without Jason’s incredible photography and Quinn’s beautiful designs. Their contributions were essential in bringing this personal project to life and making it as impactful and meaningful as it became. I’m deeply grateful for their collaboration and the role they played in its success.

Is there a campaign that you’ve created that’s particularly close to your heart?

I would say the "Na Mi Manera” commercial. This campaign is special because it marked the first time a commercial in Curaçao featured someone lying in a casket. 

VISHON is a campaign I hold dear. Though we didn’t reach the goal we had hoped for, it changed how connections were formed during elections and shaped who I am today. Four years later people still ask me about it. The experience taught me that pure intentions and belief in your vision (even when the world feels against you) can create a lasting impact far beyond the results.

How do you see the role of women in the marketing industry evolving in Curaçao, and what changes would you like to see in the industry?

When I first started, there were fewer creatives, and the quality of content was different. Today, we’re seeing more creatives in the industry, and the overall quality of content has greatly improved. Although it may seem like a competitive space, there’s enough room for everyone. 

Each of us brings something unique to the table. I remember a time when being a woman in the industry felt challenging. I’d sit at a table full of men, present my ideas, and have them rejected. Then, when a man would present the same ideas, they’d be accepted. That experience made me doubt myself at times. Moreover, I’d like to see more clients dare to break away from brief trends. It’s not about jumping on what’s "sexy" right now; it’s about creating content that’s meaningful, impactful, and has longevity. Let’s focus on substance, not just content for the sake of content.

Whatever you do, you will always add value.

What advice would you give people, especially young women aspiring to enter the creative industry?

Just do it. I know it sounds cliché, but it’s true. Whatever you do, you will always add value. No one is the same, no one has the same experiences, and every one offers a unique perspective. My journey is “all over the place”, but that’s precisely what gives me the ability to bring something fresh to each new project. I’ve been running my creative agency for six years, but I’m open to new opportunities in the future. This current experience will prepare me for whatever comes next. The truth is, no one knows what they’re doing—we’re all figuring it out as we go. One day, you might receive a project you’re not fully prepared for, but everything you’ve learned along the way will equip you to take it on. We’re all sponges, absorbing knowledge throughout our journey.