Alex is a seasoned luxury, high net worth industry marketing consultant having spent 20 years working in or with LVMH, Six Senses, China based investment group Reignwood, Four Seasons, Wentworth Club, Birley Clubs, Thomas Pink and Moet Hennessy.

He created the first private client business at Moet Hennessy UK, and launched Belvedere Vodka into the UK. He sat on the board of Thomas Pink, and helped create the world's only Members Club between Chateau Latour and Four Seasons, at Ten Trinity Square, London.