Welcome to The People Behind the Programs, a blog series celebrating the voices, stories, and impact of the community professionals powering connection and belonging across the globe.

Today, we meet Alex Jorgenson, a Senior Community professional at Collibra in Minneapolis, MN. Alex’s journey into community work is a testament to following your passions and finding the strength in what energizes you.

Her path to community leadership was illuminated by key mentors and moments of realization. Let’s hear her story in her own words.

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How It Started

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My first "formal" Community role kicked off when I started at Postmates back in 2015. At the time, I had already been doing so many small community projects – I just knew I loved connecting with people and helping them grow together. From a tech perspective, I got to look under the hood operationally, which was fascinating, but my real passion was always the human side: building relationships, creating spaces for collaboration, and fostering meaningful engagement.

I stayed within the industry, exploring roles that allowed me to combine operational insight with community-building. Then, in 2020, I was working with a women-led startup called Allobee (now The Riveter). The founder, Brooke, whom I had worked with back at Postmates, reminded me: “Everything you’ve been doing – showing up for people, building connections, supporting operational growth – it’s your strength and your passion. Lean into it!”

Over the last few years in my career and at Collibra, I’ve leaned into data to show what Community really means for customers and companies. By tracking engagement, adoption, and program impact, we’ve been able to quantify the value of connections, knowledge-sharing, and peer support – proving that community investment isn’t just “nice to have,” it drives real business outcomes. These insights have guided how we design user groups, community events, forums, and support initiatives, ensuring our programs scale without losing the human touch.

Looking back, my journey into community has been about following what energizes me – helping people connect, learn, and grow together – while using data to show the tangible impact of those efforts. That mindset has led me to my current role, where I get to shape programs that bring people together, foster engagement, and make measurable impact across the Collibra Community!

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A Day in the Life

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In my role at Collibra, I manage a dynamic B2B community spanning customer support, user groups, and industry-specific programs. Every day is different, but each one centers on connecting people, breaking down silos, and driving measurable impact.

A typical day might start with reviewing engagement data from user groups or virtual events, spotting trends, and identifying ways to help members get more value from the community. I then collaborate with marketing, product, and customer success to align on initiatives, leverage cross-functional expertise, and expand the reach of our programs. Some days involve designing new engagement programs, coaching peers, or troubleshooting operational details to ensure events run seamlessly and that we can capture the data we need.

I wear many hats but focus on the areas where I can make the greatest impact, partnering across the business to scale programs without adding headcount. By fostering collaboration and shared ownership, we have been able to deliver initiatives that grow engagement, strengthen peer-to-peer connections, and drive adoption – all while keeping the human touch central.

The most rewarding part is seeing tangible results: members forming meaningful connections, sharing best practices, and finding solutions through the community. Every project is an opportunity to blend strategy, data, and relationship-building, demonstrating how investing in community drives real value for both customers and the company. As most community folks know, it’s a never-ending job.

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The Tools that Power My Work

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This year, a few key tools have completely changed how we approach building and growing the Collibra Community—though I have to start by saying, none of it would be possible without the platform itself.

One of the biggest shifts has been leaning into Bevy Forums and User Groups for our enterprise customers. Seeing members connect, share best practices, and expand their use of our products has been incredibly rewarding. Even better, this engagement ties back to our SFDC connections, helping us demonstrate tangible business impact right away.

Another tool that has been a game-changer is Coveo. In 2024, the project I worked on was to index our Community content into our Zendesk Support portal, so community answers could help customers solve problems before opening a support ticket. Watching this directly deflect tickets while giving customers faster answers has been a proud moment—showing that community isn’t just nice to have; it drives real value.

We also use Gemini for content, and I’m excited to explore Workato in 2026 for even deeper integrations. One of my favorite innovations comes from a former colleague: a tool that surfaces already-answered questions for those still looking for help, which is a perfect example of solving problems creatively for our members.

Finally, alongside Workato, another goal I have is to implement Pendo to create amazing experiences that guide new users with journey maps and checklists. A similar tool we used, and I appreciate, is Candu.AI for its simplicity when we used it on prior platforms, and so recommend exploring that if you are trying to achieve similar goals.

These tools together let us scale programs, engage meaningfully, and prove impact—all while keeping the focus on people, connections, and real outcomes. What excites me most is that technology enables us to do more of what we love: helping our community thrive!

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Advice for Newcomers

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Let’s be real—I’m naturally a “glass half full” person, and that optimism is a huge part of thriving in community. If I could give one piece of advice to someone just starting, it’s this: always design with measurable impact in mind. Start with your idea, then work backward—what does success look like, and how will you prove it? This mindset not only helps you build stronger programs but also demonstrates the tangible value of community to your organization, helping secure your role and grow—hopefully—your influence.

Foundationally, connect with people across the business who interact with your community or customers. Understanding their perspectives will help you align programs with real needs, build cross-functional support, and ensure your efforts contribute to sustainable, evergreen solutions. At the same time, recognize that you can’t boil the ocean. Some ideas may not be solutionized on the first go, so staying open to feedback and reviewing it through the lens of what you can do is critical.

In community, it’s easy to chase vanity metrics—but consider how engagement can be drilled down to the account or user level. That approach helps you connect with customers you may not have reached yet, spot trends, and prove the true impact of your work.

I also strongly believe in avoiding the “set it and forget it” approach. Build a calendar with regular health checks: When should program guides be updated? How often should gamification or branding be refreshed? Who can you loop in for feedback from different perspectives? Community is living and evolving, and keeping it healthy means checking in consistently, iterating, and learning.

One last tip: schedule time with customers or community members a few times each month and ask questions (15 minutes can go a long way!) You’ll learn more from these conversations than from any survey and you will be building trust with those in your community.

Above all, community is about people. Tools, metrics, and strategies matter, but your ability to connect, listen, and create meaningful experiences is what will make your work shine. Approach each program with curiosity, empathy, and a focus on impact, and you’ll not only build a thriving community but also grow your own skills and career along the way.

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Resources I Suggest

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I wouldn’t be a friend if I didn’t give a shoutout—definitely take a listen to Pete Helsop’s The Digital Community Leaders Podcast! He has had some incredible industry leaders on the pod.

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💬 Let’s connect on LinkedIn — I’d love to hear from fellow community builders.

💡 The People Behind the Programs is a blog series that shines a light on the community professionals powering impactful programs around the world. Want to share your story or nominate someone doing incredible community work? Submit your spotlight here.

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Are you passionate about building communities?

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