Alexandra Gaspar

Alexandra Gaspar

Teacher Creative Business
Alexandra is an expert in helping brands to succeed and communicate on different consumer touchpoints as part of a holistic brand design strategy. She is considered an analytical mind, with a strong creative and commercial background in a cross-cultural environment.


After graduating with an MA at Vienna University and a post graduate diploma in "Communications in the Museum" at the Danube University Krems, she worked at the Austrian Design Council (OEIF) and as an Educational Program Consultant at the Museum of Modern Art (Foundation Ludwig) in Vienna. Soon after, Alexandra left Austria to start her career in the creative industry, spanning over 25 years, during which she was active in emerging European and Asian markets.

Based in China for more than 8 years Alexandra had the opportunity to manage a creative agency start-up, and later, to lead the day-to-day operations and major brand accounts (in FMCG, Automotive, Hospitality & Finance Industry) in several creative agencies.

In parallel to her corporate work, Alexandra has been involved in cultural projects and art consultancy, she has curated design and art exhibitions, managed a Creative Space in Beijing's 798 art district and also worked as a tutor and lecturer at the intersection of art & design.

Soon after coming to the Netherlands, she decided to re-focus on education and recently joined the HU Creative Business Department as a lecturer where she started teaching Fundamentals of Branding and Principles of Communications among other courses.

Fields of expertise

  • Fundamentals of Branding
  • Principles of Communication
  • Doing Business in China
  • Cross-Cultural Design & Communication

Recent projects

Artwalks for the Curious - since 2016/ongoing - Beijing & Rotterdam - Founder & Organizer


  • Postgraduate Diploma for "Communication in the Museum", Danube Academy Krems, 1994
  • Art History, MA, University of Vienna, 1994