With a career spanning 10 years in social media, brand direction, digital marketing, public relations and editorial, Alex's dream for a career in content was born pre-Instagram from her love of fashion magazines of the early 2000's. Graduating with a Bachelor of Journalism in 2007, an internship at Cosmopolitan Magazine Australia exposed Alex to the inner workings of an editorial empire as well as some behind-the-scenes PR queens.
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.
Five years later Alex's brand history showcases an impressive global portfolio; Bloomingdale's, Absolut Elyx, Coca Cola, BR Guest (Starwood Capital), The New Stand, Shiseido, Bare Minerals, Turnberry Associates, illy coffee, SUNO, Master & Dynamic, Yahoo! Beauty and more recently, real-estate start-up WeWork. During her time as Director of Social Media, Alex's work was recognized by Hubspot as the number 1 best brand on Instagram above 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 Downtown New York.