Alex joined Wunderman Thompson in April 2020 to lead the EMEA data practice. He helps brands improve marketing effectiveness by applying data to make better decisions about people, journeys and outcomes. He has a strong track record of using data to create scalable, meaningful change that drives growth for global brands. He was previously Chief Product Officer at Wavemaker UK, responsible for the agency’s overall offer strategy and capabilities, and developing its specialist practices in data, analytics, technology, programmatic and performance marketing, and ecommerce. He was product lead on the development of the agency’s global planning software, using machine learning and AI to optimise communications planning across all marketing touchpoints. Before that he was Head of Data & Technology, then Chief Strategy Officer, at the WPP media agency Maxus, and Head of Product and Analytics at Fabric, a WPP Digital specialist data agency.
Alex writes and speak regularly on marketing effectiveness and the role of analytics, and is a regular judge on industry effectiveness awards, including the IPA Effectiveness Awards, UK Effies and Campaign Media Awards in recent years.
He believes all marketing can be measured against the goal of growth, and that data is only worth having if it inspires new ways to grow.