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?