Alex works in both the creative and academic side of the media business.

Commercially, Alex has created and grown companies. He was Managing Director of TV and digital production business Endemol Shine North (now Workerbee) through substantial growth. Between 1998 and 2011 he co-founded, and ran as CEO, the media group Ten Alps with Bob Geldof - producing TV for UK and international broadcasters, plus digital and branded content including the UK government's Teachers TV project. He has worked directly for BBC, ITV, Channel 4 and PEOPLE Magazine and six times shortlisted as Entrepreneur of the Year.

Academically, Alex is Fellow at Oxford University’s Saïd Business School, teaching or running Marketing, Artificial Intelligence and Media Business courses. Alex is also Professor at Exeter University, and Head of Department in Creative Business at the UK’s National Film and Television School. He has a PhD in video optimisation for e-commerce and degrees from Oxford (PPE) Columbia (Journalism) and INSEAD (MBA).

Alex is also Vice Chair of UNICEF UK and a director at the Halle Orchestra.