WHEN THE VISION'S BIG BUT THE EXECUTION'S MESSY
Your head’s full of ideas.
Your team’s waiting for direction.
Everyone’s moving fast, but no one’s sure where it’s going.
Your team’s waiting for direction.
Everyone’s moving fast, but no one’s sure where it’s going.
Deadlines slip. Funnels leak.
That big product launch? Still stuck in Slack.
That big product launch? Still stuck in Slack.
Ideas pile up.
Plans drift.
You’re juggling vision, product and growth, while everyone keeps asking,
Plans drift.
You’re juggling vision, product and growth, while everyone keeps asking,
"So… what are we doing again?"
Hi, I’m Alex.
In early-stage startups, I help founders turn big, messy thinking into direction their team can actually run with.
I translate vision into briefs. I catch the things that get lost between “we should build this” and “what are we actually doing next?”. Whether it’s strategy, structure or just better communication, I bridge the gap between where you’re going and what your team needs to get there.
Here’s how I plug in:
◾ Turning founder ideas into product strategy and roadmap clarity
◾ Evolving your brand and mapping out the full customer journey
◾ Advising on UX decisions and creating quick mockups to move things forward
◾ Mentoring team members and aligning internal comms
◾ Spotting funnel friction and improving conversions
◾ Facilitating workshops that get everyone on the same page, especially when it sucks
◾ Turning founder ideas into product strategy and roadmap clarity
◾ Evolving your brand and mapping out the full customer journey
◾ Advising on UX decisions and creating quick mockups to move things forward
◾ Mentoring team members and aligning internal comms
◾ Spotting funnel friction and improving conversions
◾ Facilitating workshops that get everyone on the same page, especially when it sucks
Not sure where I fit in?
Let's work it out
Let's work it out
A BIT MORE ABOUT ME...
I spent 15 years as a graphic designer, building brands that looked beautiful and made sense. Then I started my own branding agency, working closely with early-stage startups to define their voice, their visuals, and how they showed up in the world.
But somewhere along the way, I realised I wasn’t just helping with how things looked, I was shaping what got built in the first place.
I was the one asking the uncomfortable questions, translating vague vision into clear direction, helping teams get aligned, and spotting what was missing long before the product hit a wall.
The strategy part? The clarity part? The “what are we actually doing here?” part? That’s where I do my best work.
Now, I work directly with founders and teams as a fractional strategist, facilitator and mentor, helping them shape ideas into something their teams can actually run with (and their users genuinely want).
Still creative. Still caring about brand. But now it’s less about the colours, and more about the clarity.
