AlexMorris

Direct clients: Hinge (Match Group), Upwork, eharmony. Agency clients: Day One, Virtue, Motion Sickness, DEPT/Basic, Stink.

• Hinge: embedded 8 months on the marketing team. Owned the creative brief and strategic platform for the FY27 brand campaign, channel strategy for the No Ordinary Love campaign, and channel strategy for the launch of an annual human-connection event. Multi-million-dollar aggregate scope. Presented directly to the CMO.
• Upwork: GTM and communications planning with the in-house creative team.
• eharmony: built the communications plan for a national brand campaign.
• Day One: designed Strategy School — a training module for the strategy department, plus a companion program teaching the wider agency how to brief and work with strategy.
• Virtue: returned as a freelance lead on Poppi and Vanguard.
• Grew STRAT_SCRAPS to a 10,000+ audience, up ~19% in the last 12 months with no paid acquisition. Self-published The Strategy Scrapbook.

Engaged as freelance cover, retained to bring above-the-line and AOR capability the agency lacked, then converted to full-time VP.

• Pacifico (Constellation Brands): led strategy and the client relationship — creative briefing across TVC, on-premise, social, and OLV for a growth brand expanding into new markets.
• L.L.Bean: owned positioning, launch brief, channel sequencing, and messaging hierarchy for the brand campaign and new-product GTM (Wellie, Wicked Good, Next Venture).
• Additional accounts: Maruchan social strategy, e.l.f. Cosmetics, Nike Kids.
• Directed one senior strategist on Pacifico and mentored the junior strategy bench across two VPs' teams.

• Led strategy on Dos Equis (Heineken USA), managing two strategists.
• Redesigned the agency's strategy process: brief intake, strategy timelines, and the strategy–creative working model.

• Owned global digital advertising strategy for Smirnoff (Diageo), UK-led. Oversaw UK variant launches, managing the creative team on launch assets. Led strategy for the global website redesign.
• Launch strategy and campaign for HBO's Flatbush Misdemeanors. Strategy for Dole and Bayer. Managed one strategist, working directly with the MD, Head of Strategy, and CCO.

Strategist → Senior Strategist → Associate Strategy Director → Strategy Director. Employee of the Year, 2019.

• Bushmills (Proximo): co-led the winning pitch, then persuaded the client to drop a problematic inherited tagline — with the CEO's backing to walk from the business if needed. Result: the brand manager expanded a single-TVC project into Virtue's first AOR. Led the brand campaign and overhauled the portfolio architecture, with 360 work spanning TV, music platforms, on-premise, and activations.
• Indeed: led a strategy-driven pitch that won the business and prompted the client to invite Virtue into a second, late-stage RFP, which we also won.
• Managed a team of up to 4 strategists plus the intern program. Contributed to 5+ new business wins in two years.
• Additional brands: Cazadores, Asics, Suave, Park MGM, OnePlus, All Nippon Airways.

• Built the strategy discipline from zero inside a PR-founded agency that grew from 1 to 30+ people during tenure.
• Owned client relationships for Google and YouTube with no account-management layer. Also led strategy for Under Armour, Starwood Hotels, and American Express.
• Recruited and hired the agency's first Creative Director. Managed one strategist.

UX research startup (~10 people). Acquired by UserZoom, March 2016.

• Built the qualitative research capability and client deliverable format that UserZoom's acquisition announcement cited as a core rationale for the deal.
• Deliverable format credited with ~$2M in subsequent revenue growth; 16 enterprise clients signed in a 12-month period, including Walmart, Unilever, T-Mobile, Target, and SapientNitro.
• Identified agencies as an untapped customer segment and opened it as a new revenue line. Led content and digital marketing; pitched investors alongside the CEO and CTO.