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As the Managing Director of Profound Aruba, Xena leads a team of multi-disciplinary creative professionals who implement trajectories of digital transformation that focus on web development, online marketing, and creative works for businesses in Aruba and other countries in the Caribbean region. In addition, she coordinates all of Profound’s business development and acquisition activities in Aruba.
Xena has a background in Communication and Strategy, with a bachelor’s degree in International Communication Management and a master’s degree in Imagineering (business and social innovation through creative storytelling), obtained at the Hogeschool INHolland & NHTV in the Netherlands. Soon after concluding her studies, she moved back to Aruba and quickly became involved in the development of strategic directions and organizational transformation processes for various governmental and non-governmental entities. She is highly motivated to continue her work to change the communication, design, and business community on both the local and regional levels through storytelling and innovation.
Profound is a digital innovation agency that helps companies become more successful in the digital world by offering a full spectrum of services in strategy, consulting, digital, technology and design.