Check Out Aliona Cova’s Story

Today we’d like to introduce you to Aliona Cova

Hi Aliona, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I moved to New York from Kazakhstan at 18 and started my immigrant journey. I graduated from Pace University with a BA in Media and Communications and lived in Manhattan for 14 years. I was always curious about California and was drawn to the nature and the weather in Los Angeles.

During the pandemic, my former employer closed our New York office and sent us all home. I figured, when else would I have the chance to move to the West Coast while keeping my job and working remotely? Since I didn’t drive (a classic Manhattanite problem), I had time to learn, get my license, and buy a car.

Now I’ve been in LA for four years! New York will always be home, and I go back often so I truly get to enjoy the best of both worlds.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Is it ever a smooth ride? Not really. I like to joke that my life is a fairy tale, but the author is German. Sure, it might come across as fun and easy on social media, but behind the scenes, I’m constantly dealing with setbacks and hard situations. I try to approach everything with a sense of humor while always looking for opportunities to learn and grow. That’s the only way to move forward.

I know it’s a cliché, but I truly believe everything happens for a reason—you just don’t always see it until you’re looking back. This belief inspired my Substack, “In Retrospect the Dots Connect”, where I reflect on how the pieces of my life eventually come together.

Can you tell our readers more about what you do and what you think sets you apart from others?
My career journey has been anything but traditional. Typically, you’d expect someone to start their career in a corporate environment, learn from mentors (if they’re lucky), and then transition into the startup world. For me, it was the opposite.

I was always interested in PR and marketing but had no idea where to start. After graduating from Pace University, I landed a marketing job at Juice Press—right when green juices and juice cleanses were having their moment. That’s where I discovered my passion for CPG (consumer packaged goods) and healthy eating. Getting that job was a mix of luck, connections, and timing.

I think of my time at Juice Press as a boot camp. It was intense, and I was working around the clock. I managed social media, PR, marketing, and events while also supporting store operations. I played a big role in making the company cool by securing partnerships with gyms, fitness studios, celebrities, and fashion designers. It was a lot of fun and taught me so much!

I knew I wanted to stay in the space, so I went on to work for brands, retailers, and DTC businesses, including Aloha, Starbucks, and HelloFresh. At HelloFresh I built a brand partnerships program and got to work with many great brands! I then took a small career detour and went to work for a company in the prescription savings space. I got to learn digital marketing there, which I hadn’t been exposed to as much before.

Eventually, I transitioned back to CPG because that’s where my heart was. I joined a beverage brand called INTERIOR as their Head of Marketing. Over the past year, I’ve led our rebrand and relaunch strategy. It’s been a great experience learning how to build a company. We’re set to launch online in January 2025!

I’ve worn many hats throughout my career, but the common thread has always been brand partnerships. I have a knack for spotting mutually beneficial opportunities and excel at building and maintaining authentic connections. Over the years, I’ve cultivated an incredible network of friends and mentors. I genuinely believe this is what sets me apart—the ability to connect with people in a meaningful way and keep those connections strong.

What matters most to you? Why?
Authenticity and my belief system. My two rules in life are always stay true to myself and have no regrets.

Contact Info:

• Website: https://www.alicova.com
• Instagram: https://www.instagram.com/alicova/

Image Credits
Andrew Friendly
Nic Kalikow