I’m Alex. I’ve spent over a decade working at the intersection of creative and business strategy, the space most companies underinvest in and consultants can’t navigate.
At my most recent company, Liftoff, I started as the first creative hire and built from there, eventually leading a 33-person global team spanning creative strategy, production, and the company's brand strategy. I embedded creative into executive planning, revenue conversations, and product evolution, and kept it there through an acquisition, a merger, and the shift introduced by AI.
Those experiences shaped how I think. When creative is connected to business strategy, it drives growth and changes how companies are understood, internally and externally.
Today, I work independently with companies that want to build that connection properly.
Beyond the work
I maintain an art practice exploring colour through stylized compositions, and write the apéro edition, an editorial project on design, style, and the aesthetics of everyday life.
I believe that creativity without strategy is decoration. The strongest teams understand the why behind what they’re making, the data informing their decisions, and the intent behind their ideas.
Yes, with AI, there’s a certain need to produce more creatives. But it isn’t just about that. It’s about better systems, clearer decisions, and work that connects to where the business is going. That’s Creative Intelligence. It’s what I’ve spent over a decade building, and now I help others do the same.