Ideation

 A keen fascination with ideas. Connecting associative links between facts, events, people, problems, or solutions. There are an infinite amount of options to consider when creating. Innovative thinking fosters ongoing dialogue to improve the things of life; ideas. This is how I Seek. Value.


ADvertising Agency

Founded by, the legendary, Spike Lee in partnership with DDB Worldwide in 1997

I've helped lead this boutique creative agency based in Brooklyn, New York reach over 20 years of cultural contribution in advertising. 

Produced by Spike DDB, this short documentary is an exploration of Brooklyn as a brand. Delving into the community’s culture, appeal, artistry, diversity and charm-attributes which have assorted folks co-opting the Brooklyn moniker for their businesses. Titled Brooklyn Made, this 10-minute film taps into Brooklyn’s “brand managers”--leaders, entrepreneurs, and makers who are invested in the brand, leveraging the brand in their business or involved in some form of commerce as a result of the Brooklyn phenomenon which has seen the NYC borough over the last 20 years become a growing home to major entrepreneurial growth and innovation.

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The Creative Collective NYC is a tribe of ambitious go-getters creating a community through monthly-curated events & interactive workshops.

I continue to help this community grow as Business & Strategic Partnerships lead.


Start-up

While directing the marketing for Popz Topz, LLC, Alex restructured retail, e-commerce, social media, and event branding strategies to grow revenue over +1000% over 2 years 

(As of December 2017)

Entrusted with the development of the Popz Topz brand Alex implemented digital strategy and creative work to grow e-commerce sales +1,200%


Sales

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Through customer relationship management with Kraft Foods & Mondelez International, Alex managed a portfolio of over $10 million from 2011 through 2015.  

Alex was impactful in growing the Nabisco brand portfolio by promoting the fastest growing brand, belVita, in the cookie category. This was successful at the store level with the use of prime cross-merchandising location. Locating belVita near yogurt increased the consumption rate of both the yogurt brands and belVita, up to 60%. 

Providing consumers with choice variety, Oreo Birthday Cake was presented by Alex as a promoted item in the "birthday card" aisles of store. The event tie-in influenced growth in the cookie & cracker category, at store level. 

In corroboration of the Oreo brand's "Cookie vs Creme" campaign, Alex gained point of sale positioning in-store. Gold positioning in-store impacted the brand growth of Oreo in sales and equity, nationally. These promotional wins helped the Oreo brand accomplish a 20% growth in annual sales in 2014.