Alex has over 25 years experience in all aspects of marketing and brand development. He has held main board positions across a diverse spectrum of companies including blue chip, retail verticals and PE, both large and small, domestic and International. For the last 15 years Alex has been specialising in the digital space, helping companies develop digital strategies and integrated omni-channel customer experiences, allowing them to maximise cross channel ROI. Adept at breaking down the complicated into the simple, his approach focuses on identifying drivers for change, designing a practical implementation strategy and motivating all stakeholders to commit to the journey with purpose.
Hotter Created the digital vision and roadmap for the business, transforming it to a fully integrated customer focused multi channel retailer. Implementation resulted in 50% increase in online sales 40% uplift in US acquisition and refocus of German business to digital only.
Screwfix Led the team to deliver corporate strategy of “convenience” which resulted in the development of the Screwfix App and implementing processes for C&C to be achieved in under 5 minutes.
Ideal Shopping Direct Set up customer segmentation and data analytics to help divisionalisation of the business prior to PE due diligence. Re-launched loyalty scheme resulting in 85% customer retention and sustainable £2m income stream.
Kaleidoscope Delivered new web strategy and re-positioned the brand from a declining direct catalogue proposition to a growth digital first brand, which led within 12 months to significant increase in profit.
Marshall Ward Responsible for 240 colleagues across multiple disciplines, lead turn around to deliver 11% annual growth.
Commercial and New Business Director Responsible for all commercial activity of the 6 brands. Renegotiated media contract saving £1.5m