Xenia’s journey into marketing was far from traditional. At just 16 years old, with no formal experience, she started helping her mother attract more clients to her business. Very quickly, she discovered that marketing was her key. Without having studied it yet and with no pre-set plan, she taught herself, exploring new platforms and mastering Photoshop, Lightroom, and video editing software.
Xenia Hirschfeld
Xenia Hirschfeld
Eventually, she decided to deepen her knowledge by taking a marketing course at Boston University, where she learned the fundamentals and strategies of the digital world. It didn’t take long for companies to recognize her talent, and her career started to take off.
Her breakthrough came when she landed a social media marketing internship at a local boutique. From there, her network and experience opened doors in real estate marketing, where she worked with U.S. franchises. Now, with over 10 years of experience, Xenia has become a powerhouse in digital marketing in Aruba-and this is her story…
Xenia Hirschfeld
Xenia Hirschfeld
After years in corporate marketing, 2024 was a turning point for Xenia. She took a bold step forward and launched her own marketing company. "This change was necessary. I believe that creativity shouldn't be limited to a 9-to-5 office job. Now, I can create content at the time and place that works best for me," she explains. But being her own boss comes with its own set of challenges—one of the biggest being managing clients strategically.
"My rule is simple: I only work with clients who bring positive energy. After years in the corporate world, I decided I want to work in an inspiring and enjoyable environment."
In Aruba, real estate marketing is a niche that few truly master. But for Xenia, this is what gives her a competitive advantage, with over six years of experience in the field. "Real estate marketing is different. You're not just selling a house—you're dealing with one of the biggest investments a person will make in their lifetime. That’s why marketing needs to be personalized and strategic," she explains. She has learned how the sector operates, which tactics work, and how real estate marketing differs from other industries. Her strategic approach is recognized by clients who are looking for more than just a salesperson-they need an expert who can generate leads and deliver real results.
Many business owners believe they can handle their own marketing, but according to Xenia, this can be a major challenge.
"Anyone with a phone or a computer can create content. But the question is: will it actually be engaging, well-branded, and capable of generating leads? That's a different story."
For her, the key differences are time, strategy, and creativity. Creating a simple post in 10 minutes is not enough. A well-edited TikTok video can take up to four hours, and for more complex content, it can take 12 to 24 hours of work.
"Good marketing requires strategy, consistency, and strong storytelling. On top of that, social media is constantly changing. If you're not active in the digital world, you'll fall behind on algorithm changes and new trends." One day, Instagram prioritizes Reels, the next, it’s Carousels. Hashtags were essential before, but now long-form text is taking over. If you’re not actively following these changes, you fall behind fast. That’s where a marketing expert makes all the difference. It’s not just about creating content; it’s about anticipating changes, adapting to new trends, and keeping your brand in the spotlight.
"Unlike other countries where businesses prioritize websites, in Aruba, if you don't have a Facebook page, your business basically doesn’t exist," Xenia explains. However, a new digital revolution is happening—TikTok is taking over, and Xenia sees massive potential for businesses willing to invest in the platform. Instead of searching on Google, most Arubans use Facebook as their search engine for businesses, services, and recommendations. But in recent years, TikTok has gained significant ground, with more people flocking to the platform daily.
Since Aruba lacks detailed data on social media usage, businesses rely heavily on experience and intuition to navigate these new trends. This presents a massive opportunity because TikTok offers unmatched organic reach and is increasingly being used as a search platform. However, creating high-quality TikTok content takes much more time compared to posting on Facebook, Instagram, or LinkedIn. As a result, TikTok remains an untapped market in Aruba, but businesses willing to put in the extra effort can build a strong connection with a highly engaged audience.
One of the biggest mistakes businesses make is using the same type of content across all platforms. But according to Xenia, each social media platform has its own audience and style of communication.
"Gen Z wants real, bold, and unfiltered content. Older audiences prefer a more polished and professional approach. What works on TikTok won’t necessarily work on LinkedIn," she explains.
For her, the key is knowing your target group and adapting content to their needs.
"If you know your audience, you'll know exactly how to tailor your message for each platform. Short, interactive content works great on TikTok, while a more professional approach is best for LinkedIn."
At the start of each month, Xenia dedicates a full day to brainstorming and planning content for the upcoming month. She creates a monthly content calendar because each client has different objectives and needs, which impact how much content they require. This calendar serves as a guide to keep everything organized, but of course, plans can change. A month is a long time, and if new information comes in or something urgent happens, content needs to be adjusted accordingly.
In her planning process, Xenia follows four main content pillars:
📌 Educate – Providing valuable information
📌 Engage – Increasing audience interaction
📌 Entertain – Keeping content fun and interesting
📌 Empower – Inspiring and motivating
"These pillars guide how I create content, ensuring that every post adds value, connects with the audience, and aligns with the brand’s goals. If, for example, a post was originally planned to entertain, but I find something that could educate or empower the audience, I’ll make that adjustment right away to ensure the content remains effective and relevant."
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One of the biggest mistakes businesses make is focusing too much on follower count. But according to Xenia, engagement is what really matters. "I focus on organic engagement.
For her clients, she prioritizes real interaction.
"Marketing is about building trust and interest in your brand. It’s not something you achieve overnight—it’s a process that requires patience, consistency, and authenticity."
For those dreaming of a career in social media marketing, Xenia offers the following advice:
"Learn the basics of marketing, understand how social media works, and never stop learning. You also need to be ready to adapt quickly. Social media is constantly changing, so it's important to stay up to date with the latest trends, tools, and algorithms. But even more important is developing a deep understanding of strategy—because creativity and content are only part of the equation. You need to know how your content connects with the brand’s goals and its target audience."
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