BACKGROUND

  • Alex has 22 years of experience in Marketing, Communications and Brand Building.
  • As Idea Master Chef at Idea Bakery, Alex provides Brand Building Communications Consultancy and Training to local, regional and global blue chip companies across geographies.
  • Within her 20 years at Procter & Gamble, she spent 12 years as a part of P&G's select group of in-house experts in Brand Building Integrated Communications (BBIC) department as Associate Director. Scope of work for BBIC covered: 
    • Global Brand Equity, Strategy, Communication, and Inspiring world-class work from agencies.
    • Training creation and coaching for the marketing organization.
    • Guiding senior management on key branding matters, issues, and decisions.
  • She led the Procter & Gamble company-wide equity and purpose knowledge globally and created several communication training modules for global use of the in-house expert group.
  • She ventured equity and brand architecture work on several global Megabrands, like Braun and Hugo Boss and Dolce & Gabbana fragrances, and became an expert in this territory.
  • She managed equity and integrated communications of several billion $ brands with global or regional scope across various Categories: householdcleaning, laundry, small household appliances, fragrances, feminine hygiene.
  • German, happily married to a Dutch with two wonderful kids, no pets, 1 piano and a passion to play classical music (her favourite composers are Chopin, Debussy, Bach and Brahms). She loves to read contemporary literature and creates regular cooking events with friends.