Alia Rosmini leads global product and segment marketing for Lenovo’s PCs and Smart Devices portfolio, spanning both consumer and B2B audiences. With a career rooted in building brands that connect breakthrough innovation to real customer needs, she brings a sharp focus on clarity, speed, and purpose to every initiative.
From iconic Lenovo product lines such as Think, Yoga, and Legion to emerging narratives around AI, Rosmini is helping shape how modern marketing organizations operate and how global brands stay relevant in a rapidly evolving landscape.
Named to our Marketers to Watch list, Rosmini offered her thoughts on staying close to customers, curiosity as a leadership muscle, and communicating with consistency and confidence.
What book or podcast do you recommend to marketing leaders?
For marketing leaders, I always recommend a mix of content that stretches both how we think about leadership and how we practice marketing. One podcast I’ve been enjoying recently is “The Diary of a CEO” by Steven Bartlett, because the conversations go far beyond tactics and delve into leadership, resilience, and decision-making. In a fast-moving technology industry, those perspectives are incredibly relevant, especially when you’re leading teams through moments of transformation like the shift to AI.
I also appreciate “Uncensored CMO,” which offers candid and practical insights on brand building and the realities of marketing. It’s a great reminder that behind every successful campaign is disciplined strategy, creative courage, and a willingness to experiment – something I always encourage our marketers at Lenovo to do.
And for anyone seeking a foundational read, “Start with Why” by Simon Sinek is always worth revisiting. The idea that organizations should clearly articulate their purpose resonates strongly with how we think about marketing at Lenovo. Our vision of enabling “Smarter Technology for All” guides how we innovate, how we tell our story, and how we connect with customers in meaningful ways around the world.
How are you and your team currently using AI?
We’re approaching AI with a mindset of experimentation, discipline, and learning. Across Lenovo marketing, teams are already using tools such as ChatGPT Enterprise and Microsoft 365 Copilot to streamline research, generate insights, and accelerate content development and collaboration. At the same time, we’re running bold pilots across the marketing organization to explore where AI can genuinely transform workflows — from audience insights and competitive analysis to paid media optimization and content personalization.
To guide this work responsibly, we’ve established a cross-discipline AI Council, led by marketing, that brings together leaders from across functions to set clear guardrails for ethical and transparent AI use, evaluate use cases, share learnings, and ensure we’re applying AI in a way that’s both innovative and responsible.
Ultimately, our goal is to modernize how marketing operates at Lenovo through AI transformation. AI gives us the opportunity to work faster and unlock creativity, personalization, and optimization at scale. Not every pilot will scale, and that’s part of the process. What matters is building a culture where teams can experiment responsibly and apply AI in ways that meaningfully improve how we engage customers and tell our story.
What’s a prediction you have for marketing over the next few years?
I think the biggest change will be how AI is collapsing marketing timelines. The distance between insight, idea, execution, and measurement is shrinking. For example, Lenovo campaigns that once took months are already happening in just weeks or days, which means we can pilot a lot more, much faster, than ever before to reach new customers as well as engage existing ones.
This also means that as the market gets inundated with AI-generated content and campaigns, authentic brand values communicated with clarity and consistency will become even more important for customers who are differentiating between AI slop and meaningful brand stories.
What’s the most innovative or exciting project you’ve worked on recently?
I’m particularly excited about “Backing Every Business,” which is a Lenovo initiative that rethinks how we support small and medium-sized businesses. Today, SMBs account for approximately 90% of all businesses and 70% of employees globally, according to the World Economic Forum. AI is already reshaping how businesses operate, and for SMBs it can be a powerful accelerator in helping them do more with less, reach new customers, and scale faster.
When we bring together Lenovo’s broad portfolio of AI devices, software, and services, we’re able to support SMBs in adapting to and growing in a rapidly changing environment.
This initiative is about building deeper partnerships. Through this initiative, we work closely with SMBs to understand their business challenges and co-create technology solutions to help them achieve real business outcomes. It shifts the relationship from selling products to enabling long-term success.
What’s the most pressing business challenge you’ve faced in the last year and what have you done to solve it?
One of the most pressing challenges over the past year has been helping customers make sense of the rapid shift toward AI PCs, devices, and solutions. At Lenovo, we’ve expanded our AI portfolio, and while the technology is advancing quickly, many customers are still figuring out what it actually means for productivity, creativity, security, and privacy.
For marketing, the challenge is creating market awareness and demand for this entirely new product category by translating technical innovation into clear, practical value. Our approach has been grounded in a simple principle: show, don’t tell. Rather than focusing on specs or abstract AI promises, we demonstrate real benefits and how people are using AI devices/solutions whether it’s at experiential events and trade shows or online through creator and user-generated content.
This has required a more agile marketing model of constantly learning from customer insights and refining new narratives and approaches. We’re still evolving, and we’ve made real progress in helping customers move from curiosity or even bias against AI to confidence in how AI can improve the way they work, create, game, and connect.
What leadership muscle is most important for marketers to exercise?
Two words: customer proximity. This means staying close enough to your users that you’re learning from them in real time. At Lenovo, we operate across very different communities, from enterprise IT decision-makers using ThinkPad to digital content creators on Yoga and gamers in the Legion ecosystem. Each of those communities evolves quickly, and the most effective marketing comes from listening closely and translating those insights into how we tell our story.
Curiosity makes that possible. We all know technology is moving incredibly fast with AI, and marketers have to stay curious enough to constantly learn and rethink how we communicate value. But curiosity has to be grounded in what customers are actually doing with the technology.
One of the things we’ve learned at Lenovo is that the most credible marketing often comes from the community itself. In communities like Lenovo Legion, gamers show us in real time how our products fit into their world. When you let customers demonstrate the impact of your technology, the story becomes far more authentic than anything we could say ourselves.
What’s the most game-changing piece of career advice you’ve ever received?
The most valuable advice I’ve received early in my career is that true leadership isn’t measured by individual output, but by what your team is able to accomplish together. That mindset has shaped how I lead marketing at Lenovo — focusing on empowering talented people, creating space for experimentation, and aligning teams around a shared vision.
When that kind of culture takes hold, the results speak for themselves. Our team’s Anatomy of an Artist Brand – Creator Odyssey’ film, for example, was honored with the BrandStorytelling Creator Award at Sundance Film Festival, which was a powerful recognition of the strategy, creativity, and collaboration behind the work.
We’re also continually evolving how we approach Legion gaming, building lasting relationships with B2B Think customers, and tapping into cultural moments.
I feel incredibly fortunate to be surrounded each day by such a talented team of creative, passionate, and inspiring people. That’s how the most meaningful impact happens.
Marketers to Watch is a recognition series to spotlight highly innovative and forward-thinking marketing leaders in the community. If you have someone you’d like to nominate for the series, apply here.
