Alex Lewis ’16 reflects on Adweek’s Hottest Content Marketer award

The Elon alumnus is a social media specialist for Jeni’s Splendid Ice Creams, a fast-growing ice cream company based in Columbus, Ohio.

Sitting in his Digital Media Convergence class during sophomore year, Alex Lewis ’16 watched a Coca-Cola ad titled “Bringing India & Pakistan Together.” By placing interactive machines in both countries, users could “Facetime” one another, interacting through the screens. As he watched technology bring people together, Lewis said he loved the idea that online interactions could lead to deeper offline relationships.

Elon alumnus Alex Lewis ’16 was named Adweek’s Hottest Content Marketer on the “2020 Brands Hot List: The Companies and People That Boldly Stood Out in a Trying Year.”

“Through working in social media, I believed I could have the opportunity to facilitate those kinds of meaningful moments,” Lewis said.

Today, the Elon alumnus serves as a social media specialist for Jeni’s Splendid Ice Creams, an ice cream company founded by Jeni Britton Bauer in 2002 in Columbus, Ohio. In his role, Lewis plans, develops and analyzes storytelling content across all Jeni’s Splendid Ice Creams social channels. Lewis’ content has garnered praise since his arrival in January 2019, including being named Adweek’s Hottest Content Marketer this fall.

Winning the award confirmed everything he knew about the Jeni’s team, Lewis said.

“I work with a group of magicians,” Lewis said. “We’re a tight-knit, scrappy team and all do a lot … but we care deeply about people and I’m glad that comes through in the work we do.”

During his time at Elon, Lewis worked on research as part of the Honors Fellows program, which taught him about discipline, attention to detail, and how to use social media effectively. These characteristics are what Sara Jerde, Adweek’s publishing editor, wrote about when it came to Lewis’ efforts with Jeni’s.

“In nearly two years, Lewis has helped grow a vibrant team as Jeni’s social media specialist, keeping the ice cream company’s social feeds full of wit and storytelling (including an appealing photo essay explaining the origin of its Pluto Bleu flavor) to keep fans active and engaged,” Jerde said. “All the while, he’s maintained a distinct personality online befitting the Columbus, Ohio-based brand.”

As part of Jeni’s marketing team, Lewis works closely with the art and design staff. He also oversees the brand’s celebrity and influencer outreach and community management, such as responding to comments and direct messages.

“We truly love people and want them to feel loved through the content we share and the connections we make online,” Lewis said. “I believe people feel that wherever they interact with us and, hopefully, it’s helping us to become irreplaceable in their lives and in the lives of others.”

This is not the first time Lewis has been applauded on a national level. In 2016, his Car Window Poetry initiative was featured on “NBC Nightly News.”