Alex spent the first 20 years of her career in Equity Research, the majority of which was at Morgan Stanley where she became a Managing Director. She was one of the leading analysts in European Beverages, ranked #1 in Institutional Investor. Her work gave her insights into business strategy, valuation and equity markets and enabled her to build relationships with senior management across the drinks industry as well as with portfolio managers.
She then spent 5 years at Moelis & Company, an independent investment bank, providing advice on M&A to Consumer companies. She worked on a number of transactions large and small and spent many hours discussing M&A strategy with the senior management of multinationals, private equity investors and independent companies, all of which broadened her experience considerably.
In 2015, Alex set up Fluxion Advisors to provide independent advice on strategy and M&A to Drinks companies. She has worked on a wide range of projects ranging from big strategic issues for multinationals to business planning for early stage brands. Alex enjoys working with entrepreneurs to help them develop their business in a direction that will be attractive for future owners while protecting their own interest in what they have created.
Alex is a member of the Supervisory Board of Lucas Bols NV, an international Spirits company listed in Amsterdam. She is also a non executive director at Brockman’s Gin, a successful super premium gin.