About Alex
Brand & Creative Strategy Director
My work is driven by the concept of creating cultural urgency, focusing on brand expressions and go-to-market strategies that demand immediate attention.
Before establishing my own practice, I worked with leading creative agencies and global powerhouses like EA Sports, Apple, Netflix, and TikTok.
That background now informs his approach to brand expression and campaign strategy: highly original, deeply pragmatic, and driven by an infectious optimism.
English
Native or bilingual
French
Native or bilingual
Spanish
Fluent
Can work on-site
London (up to 50km)
Experience
- Meta Reality Lab x NexusStudiosFreelance Brand Strategy DirectorSPORTSJune 2025 - December 2025 (6 months)
- Defined narrative and tone-of-voice pillars to ensure seamless strategic alignment.
- Consolidated diverse data into an actionable roadmap to inform strategy.
- Built strategic frameworks that helped product, design, creative & marketing teams maintain consistent brand standards across all digital touchpoints.
- Electronic Arts SportsSenior Franchise Strategy & Marketing ManagerENTERTAINMENT AND LEISUREMarch 2022 - May 2025 (3 years and 2 months)
- Directed brand & marketing strategies for the global motorsports and sports portfolios, including F1, WRC, and Madden.
- Created a unified annual toolkit that drove a 20% YOY revenue increase and double-digit fan growth.
- Achieved a 50% sales uplift in Europe through optimized retail and owned media operations.
- Managed stakeholder alignment with Leagues such asFormula One Management (FOM), NFL International, the Premier League, players associations, brand partners & athletes' management teams.
- Optimized external agencies to operate 30% more cost-effectively while maintaining overall ROI.
- Led audiences insights and creative marketing strategies for AAA games such as Need for Speed and Batlefield.
- Developed Creators-led campaigns optimising reach & relevance of AAA games globally.
- Alleeez LtdFounder & Brand Creative Strategy DirectorJanuary 2018 - Today (8 years and 5 months)London, UKBrand & Creative Strategy DirectorI work both sides of the line building strategic foundations with product, commercial, and marketing teams, then bringing brands to market through creativity, storytelling, and cultural instinct. I don't just find the right touchpoints. I invent new ones.
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Education
- Master (Magistère), Marketing, Communication and Management in an international environmentCELSA - Ecole des hautes études en sciences de l'information et de la communication2007Master (Magistère), Marketing, Communication and Management in an international environment
- Pre Phd year (DEA), in Information and Communication SciencesUNIVERSITY OF PARIS, NANTERRE Paris-X2005Pre Phd year (DEA), in Information and Communication Sciences