Hello. I'mAlexia.
Also Lex. Sometimes Fancypants. You'll know when to call me what.
- Copywriter
- Creative Director
- CMO
- Founder
- Operator
- Business Developer
- Executive Director
- Advisor
- Marketer
Agency trained. Founder tested.
I started my career as a Copywriter at Ogilvy & Mather in Johannesburg, writing campaigns for IBM, Avis, South African Breweries and Sun International, and picking up a few awards in London and New York along the way.
Then I moved to the US, kept climbing the agency ladder, and eventually crossed the floor to build brands of my own. I've signed the checks and I've made the ads. So I know what it really costs to build a brand, what it should cost to market one, and how to make every dollar pull its weight.
Along the way I've been a CMO, a Creative Director, the Executive Director of a nonprofit, and an Advisor to several companies, and I've worked in agencies and photo studios. Every seat taught me something I bring to your table.
Things I started (and a few I sold)
My Way or The Tri Way
A triathlon with 12 possible race orders. Possibly the only one on earth. Ran it through two pregnancies, then sold it.
Vuka
Launched in a recession, when 250 energy drinks a year were dying. On Whole Foods shelves two weeks later.
Wigglebug Toys
Play dough with collectible figures buried inside. Because why not.
Tough Girl Tutus
Born at the New York Marathon on Halloween. Sold in 2013.
In The Verdant Field
Where you are right now. Business, brand and growth, from blank page to veteran brand.
Yours?
Let's find out what we can grow together.
The first three came from my two years as Director of Marketing for The Bureau of Small Projects. Among other things.
My actual job title: Director of Magic and Logic
Logic gets you to the field. Magic makes things grow.
I bring data-driven discipline to bold, boundary-pushing ideas. I live for the ideas nobody has explored yet. For me, the best work happens right where the two meet.
Senior in judgment.
I lead with a clear point of view and back it with rigorous thinking. Every plan is built for your brand, scaled to what your team can actually run.
Hands-on in execution.
Equally at home in the boardroom and on the ground. I have strong instincts for culture, and I am not afraid to use them.
Brands people love.
Not just brands that look good in a deck. Brands people genuinely love, with the numbers to prove it.