HEAD OF STRATEGY, CBX, NEW YORK NY

Alexa brings sharp cultural instincts and a bias for action as the Head of Strategy at CBX. A true thinker and doer, she translates human insight into brand momentum, pushing ideas that connect, captivate, and drive results.

Her experience spans high-growth DTC brands, venture capital firms, and creative agencies, giving her a 360° view of how brands are built and scaled. She’s shaped strategy for names like Anheuser-Busch, Walmart, JPMorgan, Simply Good Foods, TaylorMade, HumanCo, GlaxoSmithKline, Nestle, Unilever, and more, and helped launch products and innovation at Daily Harvest, including their first plant-based ice cream and milk lines alongside 30 other skus across the portfolio.

Alexa mentors early-stage founders, rising strategic talent, and creatives, consistently looking for fresh talent and new ways of showing up in culture. Outside the office, she’s a lifelong athlete, devoted meal prepper, and serial grocery aisle explorer.

What principles guide your design decisions?

Design is an operating system. It’s a primary way strategy becomes visible and usable for brands. The principles that guide my design decisions start with defining what a brand needs to mean and using that meaning as a filter for every choice across consumer touchpoints. When it’s working, design doesn’t just express an idea, it creates brand coherence and consistency across moments, channels, and contexts — even as things change. Strong design communicates a clear point of view and creates discipline around decision-making for why things do or do not belong. When design sings, it’s one of the most powerful tools for shaping how a brand gets noticed, remembered, chosen, and talked about in culture.

How do you stay relevant in an industry that changes so quickly?

I stay relevant by looking at past trends and examining the enduring human behaviors beneath them. Most of my listening happens at the edges in unfiltered spaces like Reddit threads, TikTok comments, and retail safaris where cultural implication shows up before it’s even discussed. It’s where the honesty lives: the tensions, frustrations, workarounds, needs, and desires people share when they think no one is watching. That’s why I live in the comments section and believe it’s a place brands can’t ignore. I’ve learned that relevance isn’t about predicting what’s next, it’s about hearing what others are overlooking right now.