Alex is a fractional CMO with 20+ years leading growth, positioning, and GTM strategy across SaaS, B2B, and technology-driven companies. He specializes in helping founder-led and early-stage teams break through stagnation by clarifying value propositions, defining ICPs, and building GTM systems that translate strategy into measurable commercial traction.
Alex loves helping SaaS companies break through to the next level of profitability by focusing on the most common issues inhibiting growth (particularly in highly competitive categories): unclear messaging and unfocused marketing efforts. He brings hands-on execution across the full spectrum of marketing — from messaging and pricing to GTM enablement and channel strategy — along with the ability to introduce discipline, prioritization, and attribution in environments where “building the plane while flying it” is the norm.
Alex has supported U.S. market expansion for global companies, worked extensively on cross-functional GTM alignment, and built measurement frameworks tying marketing activity to revenue. He has held senior leadership roles at Ford (US & Europe), Victory Motorcycles, and Haworth (co-leading the 80+ person Walmart team). He has strong experience in national product launches and creating regional growth strategies.
Alex has an MBA in Marketing & Strategy from the University of Michigan Ross School of Business and a BA in Economics from UCLA.
