About
Alex Hultgren's career spans 20+ years of executive roles in corporations and agencies. Although every business type (B2B, B2C, SaaS, Retail, Manufacturing, etc.) has its nuances, Alex has proven how marketing can sustainably and predictably grow any business through understanding your customers and demonstrating how you can solve their problems. Alex loves helping companies break through to the next level of retail profitability by focusing on the most common issues inhibiting growth -- unclear messaging and unfocused marketing efforts. Alex begins by honing the value proposition for the company and each of their products, and then optimizing the channel strategy for each target segment. He also draws upon his expertise across the full spectrum of marketing -- from strategy & planning to advertising & sales -- to identify any immediate actions that can create short-term value while also working on a longer-term strategy to set the company up for predictable and stable growth for years to come. Alex served as Vice President and Executive Media Director at Haworth Marketing + Media, co-leading the 80+ Walmart team. Alex has held marketing and strategy leadership roles at the Ford Motor Company in both the US and Europe, as well as serving as Director of Marketing for Victory Motorcycles (Polaris). Alex has an MBA in Marketing & Strategy from the University of Michigan Ross School of Business and a BA in Economics from UCLA.
How Alex helps
The roles Alex steps into. Select one to see how they work in it.
Fractional CMO/Interim Leader
Alex Hultgren's career spans 20+ years of executive roles in corporations and agencies. Although every business type (B2B, B2C, SaaS, Retail, Manufacturing, etc.) has its nuances, Alex has proven how marketing can sustainably and predictably grow any business through understanding your customers and demonstrating how you can solve their problems. Alex has expertise across the full spectrum of marketing - from strategy & planning to advertising & sales - in key industries, including automotive, retail, financial services, SaaS, insurance, technology, manufacturing, business services, and publishing. Alex spent a notable amount of his career at the Ford Motor Company, holding key roles such as leading the digital media team in North America and heading up Ford of Europe's digital communications and social media in London, UK. Alex also served as Director of Marketing at Polaris, leading the Victory Motorcycles team and repositioning the brand. He also has agency-side experience as Vice President and Executive Media Director from the leading media firm Haworth Marketing + Media, where he co-led the 80+ team on the Walmart account. Alex holds an MBA in Marketing & Strategy from the University of Michigan Ross School of Business and a BA in Economics from UCLA.
Selected work in this role
Walmart Account Lead at Haworth Marketing + Media
Led national TV, radio, digital and OOH campaigns for strategically critical services, driving double-digit gains in awareness, purchase intent.
Director of Marketing at Victory Motorcycles
Launched a new brand campaign and tagline that carved out distinct positioning in US motorcycles, plus the 1200cc Octane, which beat share targets.
US Digital Lead, Customer Service at Ford Motor
Built Ford's Customer Service Division digital team, reaching and nurturing relationships with 19M+ owners to grow service and parts sales.
Focus areas
Selected clients
Writing
Experience
Polaris Inc.
- Director of Marketing, Victory Motorcycles
- Director of Marketing
Ford Motor Company
- U.S. Digital Media Lead, Tier I & Tier II
- National Digital Manager, Customer Service Division
- Digital Communications & Social Media Manager, Ford of Europe
- U.S. Digital Media Manager, Tier I & Tier II
- National Digital Marketing Manager, Lincoln Mercury & SYNC
- Marketing Leadership Program
Chief Marketing Officer (Fractional) at Sense Photonics
- W
Chief Marketing Officer (Fractional) at Windings
Expertise
Work With
Alex
Interested in bringing Alex onto your transformation? Let’s start the conversation.
