Aleni Mackarey ’16 of Base Beauty Creative Agency

The Dyer Center welcomed Lafayette alumna Aleni Mackarey ’16, Chief Operating Officer of Base Beauty Creative Agency (BBCA), for an interactive presentation on The Power of Integrated Marketing.

Aleni’s journey is a powerful testament to the liberal arts advantage. With degrees in English and Theatre from Lafayette, her career trajectory to COO of BBCA—a full-service creative agency hyper-focused on the beauty, personal care, and wellness industries—showcases the enduring value of strong communication, critical analysis, and creative thinking. As COO, Aleni’s expansive work involves new business development, brand campaigns, agency operations, team oversight, and high-level client servicing.

Holistic Campaigns, Data-Driven Results

In her presentation, Aleni illuminated how BBCA moves beyond siloed departments to create holistic, 360-degree marketing campaigns. She emphasized that the ability to synthesize disparate ideas, a skill honed at Lafayette, is essential to their process. They seamlessly integrate multiple channels, from brand and strategy, content creation, organic social media, and influencer relations, to public relations and paid media, all while harnessing data to drive measurable results and fuel digital growth.

To provide students with a tangible example of this comprehensive approach, Aleni presented a detailed case study on the skincare brand Epionce. Through a deep dive into BBCA’s work with this client, students gained a clear window into an entire marketing campaign, from the initial steps of insight gathering and strategy development to the ultimate implementation and evaluation across multiple marketing avenues. This session showcased how a clear, integrated strategy accelerates growth by ensuring every consumer touchpoint reinforces the brand’s core message.

“Spending the evening with DYER Fellows and other Lafayette students was truly energizing!” said Aleni. “We had a dynamic conversation exploring marketing mindsets, entrepreneurial spirit, and problem-solving as a superpower. Their thoughtful questions left me inspired, knowing that the companies they join after Lafayette will benefit from their innovative thinking!”

We are grateful that Aleni was such a generous and enthusiastic alumna, sharing her expertise and demonstrating how the creativity and analytical rigor developed through a liberal arts education are the foundational elements of high-level strategic business success.