Switching from wardrobe to showroom, Alex's initial 4 years in Sydney’s fashion PR industry led her to launch ZARA in the Australian market in 2011. Moving over to high-street powerhouse General Pants Co. to spearhead the brand’s marketing campaigns and social portfolio, Alex worked with top Australian editorial photographers Ben Sullivan, Bec Parsons and Kane Skennar in creating content seen in over 50 stores nationwide. Collaborating with global musicians Tegan and Sara, Flume and The Presets, supermodel Bambi Northwood-Blyth and husband Dan Single, as well as brands like Ksubi, Wrangler, Insight, Dr Denim, Cheap Monday, Converse and Vans, here her love of content and social was born as she set her sights on NYC.
Four years later Alex's brand history showcases an impressive global portfolio; Bloomingdale's, Absolut Elyx, Coca Cola, BR Guest (Starwood Capital), Turnberry Associates, illy coffee, SUNO, Master & Dynamic, Yahoo! Beauty and more recently, real-estate start-up WeWork in September 2015. During her time as Director of Social Media, Alex's work was recognized by Hubspot as the number 1 best brand on Instagram beating the likes of National Geographic, ASOS and Lorna Jane, solidifying her as one of the industry's leading experts in brand direction, social media strategy and creative solutions.
A freelance brand and social media consultant, Alex currently lives and works in New York.