Meet Alex;-)

My name is Alexandra,
and I am the founder of Aieutics.

I help leaders, teams, and businesses unlock meaningful growth by seeing beyond the obvious, focusing on what truly matters, and enabling real transformation.

Hello!

  • I have operated at the forefront of 4 major technology waves over the last +25 years

    • From pioneering eCommerce with Kingfisher and digital media with Elle.com (Hachette Filipacchi) at Agency.com in 1998;

    • to the emergence of Digital Marketing & the Analytics Revolution: pioneering adViewability with P&G, Alenty/AppNexus and neuromarketing with Mediamento

    • to the maturing of Digital Experience (helping Dove achieve Digital Beauty Genius ranking with L2) or Marketing Automation and innovative use of Customer Data Platforms (People Data Center and Search & Social Analytics)

    • …to the “renaissance” of AI & Advanced Applied Analytics: working closely with consultancies, as well as the greatest corporate innovators & startup ecosystems to accelerate adoption

      This gives me unique cross-industry pattern recognition across energy, technology, retail, and consumer goods sectors, working with brands like Dove, L'Oréal, Procter & Gamble, Google, Microsoft, Lego, Ikea, Burberry, and Audi just to name a few .

  • What sets me apart is hands-on technical depth, not just strategic advice

    I've worked directly with:

    • Customer & Market data (Retail, Consumer, Audience Panel, Media Market Surveys)

    • Behavioural Analytics: clickstream, seach social & digital marketing

    • Structure and Unstructrured Data

    • … and used advanced techniques that are now labelled as AI - from segmentations & marketing mix modeling to ML/NLP

    • practitioner of advanced techniques like Holistic Marketing Analytics: Integrated A&P (Advertising & Promotion) measurement) or Customer 360 Analytics: Unified customer data platforms and journey mapping - that are becoming industry practice.

    Beyond the certifications, I have a very hands on approach and try, test, code, not just conceptualize.

  • My ability to identify root causes and anticipate long-term implications enables me to design the right strategies and execute adapted plans that deliver measurable results:

    • Restructure the value proposition & GTM for consultancies

    • Redesign product or methodologies (eg. Integrated Marketing Planning, Holistic Search systems)

    • Adapt ways of working to that accelerated time-to-market or commercial traction

    • Achieve 85% reduction in customer service calls by solving unidentified systemic data flow issues

    • Reduce TV spent by 20% across 15 brand portfolios while maintaining baseline sales

    • Launch new products by identify emerging customer demands

See Further

I go beyond surface-level symptoms to pinpoint the real pain points—whether in digital transformation, product strategy, or customer experience.
My clients value my ability to challenge assumptions and uncover what’s holding them back, resulting in sustainable, long-term value.

Think Deeper

I believe in purposeful, careful curation of success metrics and data. My expertise lies in helping organizations focus and prioritize—defining what matters most, designing actionable analytics frameworks, and ensuring data serves real decisions, not just dashboards.
I mentor teams to ask “why” (sometimes 5 times) behind every number, moving beyond vanity metrics to what truly drives impact.

Break Through:

I drive measurable results by unlocking limiting beliefs and challenging outdated mental models—enabling teams and organizations to break through inertia and achieve ambitious goals.

Alex & Georgina Yaa Kwartemaa Boamah , Founder of Akofresh. (Women's Forum 2024)

I continue to operate at the intersection of corporate innovation and startup acceleration with HEC Incubation and Acceleration center - where my aim is to maximize the success of startups and corporate innovators across a selection of programs by provide hands-on advisory to portfolio leadership, focusing on value proposition and growth, scaling and operational excellence, leading success metrics identification, and strategic prioritisation.

(Photos of Georgina , CEO of Akofresh @Women’s Forum 2024, and Idir & Danna-Fé , Co-founders of Her Third Place @Vivatech 2025 with l’Oreal)

Open Innovation panel at l'Oreal Beauty Tech Atelier booth, during Vivatech 2025 in Paris