I'm Alex.

Creative and operational leader with 11+ years’ experience building and leading design functions across global and enterprise organisations, both agency-side and in-house. Experience spans in-store and experiential brand environments through to large-scale, integrated multi-channel campaigns and performance-led CRM ecosystems. Currently Head of Design & Production at Holland & Barrett, leading a 21-person studio with end-to-end accountability for creative direction, stakeholder and agency management, budgets, resourcing, delivery, and team development. Known for embedding AI creative workflows to increase speed, scale, and creative quality, and for leading record-breaking campaigns, full brand platform rollouts, and scalable creative systems across physical and digital touchpoints. Previously Design Director at Liberation Design, leading global integrated campaigns and retail activations for Google (Pixel, Android, Fitbit) in partnership with Amazon and Samsung, and Design & Production Team Manager at Sony, leading the European design and production function across digital, print, CRM, and production.