Alex has been part of the digital advertising industry for more than a decade, most recently as COO of the IAB, the trade association for digital advertising, where she’s responsible for core outputs across research, HR and 50 events annually. She formed the Industry Initiatives team, running 12+councils and steering groups to coordinate and shape projects that educate industry leaders to help maximise their advertising strategies. An early adaptor and mobile evangelist, she undertook many firsts for the mobile market, including measuring effectiveness, growing mobile and launching Engage (from the time when the industry grew from just 2% of digital display spend in 2008 to 52% in 2017). In addition to speaking at major industry events, she’s actively involved in mentoring and often lectures at universities. Alex’s mission is to at least 33% of speakers at IAB events are female, a goal she exceeded in 2016 at 40%. Alex was named the third-most influential person in mobile in The Drum’s 2015 Mobile Top 50 and was nominated for the Drum’s 30 women in digital under 30, and Media Week’s 30 under 30. In October, Alex and her husband welcomed their first child, a daughter named Zoe.