Transitioning from Corporate Marketing to Behavioral Science Entrepreneurship
by Alex Ferrer
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What you'll discover
when watching Alex's story
- Artificial intelligence can enhance marketing efforts, but human creativity remains crucial for transformational innovation.
- Transitioning from corporate roles to consulting can provide more flexibility while leveraging existing expertise.
- Word-of-mouth from satisfied customers is one of the most powerful marketing tools, especially for B2B services.
- Understanding people's motivations and behaviors is crucial for effective marketing and business strategy.
- Balancing short-term metrics with long-term brand building is essential for sustainable business growth.
- Branding is about clearly defining and communicating your unique value proposition, not just visual elements.
- Maintaining brand consistency across channels requires clear guidelines and balancing flexibility with rigor.
Meet Alex Ferrer - CMO @ BeWay Consulting
Alex Ferrer is the Chief Marketing Officer at BeWay Consulting, a pioneering behavioral science consulting firm. With a background at Coca-Cola, Alex transitioned to consulting to pursue his passion for understanding people’s motivations.
Alex is currently pursuing a master’s degree in behavioral science from the London School of Economics, set to graduate in 2025.
At BeWay, Alex helps transform organizations through the application of behavioral science. The company conducted over 200 experiments last year, delivering a 10-to-1 return on investment for clients.
BeWay’s growth has been impressive, with high double-digit increases in recent years. Under Alex’s leadership, the company has doubled its LinkedIn followers, growing faster than any other behavioral science consultancy worldwide.
Alex’s journey from corporate marketing to behavioral science consulting exemplifies his commitment to understanding and influencing human behavior in business contexts.
Check out Alex Ferrer's thoughts on content marketing
When asked what drives effective marketing, Alex shares:
"Understanding people's motivations and the reasons behind their actions has always been a passion of mine. It's the foundation of impactful marketing."
He also shares how to ensure brand consistency:
"Consistency comes from having clear rules of engagement—knowing what can be adapted and what should remain untouched ensures a unified brand presence."
And his approach go-to-market strategy:
"Our rapid growth is fueled by customers recognizing the value we bring, which in turn attracts new clients who see how effectively we deliver."
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