As vice president of Global Digital Marketing, Alex leads the strategy and management of the Starbucks digital advertising, social media, and digital content and creative development across web, mobile and in-store digital platforms. Since joining Starbucks in 2006, Alex has also served interim roles within the US Marketing and Promotions team (leading the 2010 relaunch of Frappuccino) and Brand Advertising team.
Recently, Starbucks has experienced a dramatic turnaround of its business fortunes – notably beginning with the 2008 return of Howard Schultz as ceo, a story chronicled in the New York Times #1 Best Seller, Onward. Part of that transformation was the successful creation of a unique marketing strategy and organizational capability for a company that historically "didn't do marketing or advertising" to become an acknowledged leader in effective use of social and digital media.
In 2008, Alex launched the popular community site My Starbucks Idea, now 300,000 members strong and more than 190 ideas launched to date. Her team's 2009 Starbucks Love Project, launched during the holiday season, won a Cyber Lion at Cannes and set a Guinness World Record for Most Nations in an Online Sing-Along. With more than 41 million global Facebook fans, 2 million Twitter followers and as the most followed brand on Instagram, Alex and her team have developed creative, engaging digital experiences that connects Starbucks with its customers and enhances their relationship with the brand.
Alex's career spans more than fifteen years, with expertise in brand development, integrated advertising campaigns, digital strategy and social media. She's done digital strategy work for Disney, Twentieth Century Fox, Nintendo, Microsoft, University of Phoenix and Texas Instruments. Prior to joining Starbucks Alex served as Account Director for WPP agency Cole & Weber.
Alex holds a Bachelor of Speech Communication degree from University of Washington. She grew up in the Seattle area and is passionate about working for her favorite hometown company and sustainability. When not in the office, Alex enjoys spending time with her two children, playing soccer and running. Her favorite Starbucks beverage is a double short wet cappuccino with one raw sugar.