The growth problem is usually a product problem in disguise.
The most expensive growth mistakes aren't bad campaigns, they're product leaks being treated as acquisition problems. You can't lifecycle your way out of an 80-question form.
A decade building and running the consumer side of a CX intelligence platform across 90 countries. I laid the operational foundation, built the growth function from zero, and drove 5x registration growth in three years. When the product fix I'd been pushing for didn't arrive, I built the platform myself.
Looking for a mandate where I own the consumer journey end-to-end: growth and product together.
"In the years working together, Alexandra built a department from the ground up, launched new tools, processes and so much more. Not about quick fixes, but about finding the root cause of anything coming her way, she is an avid learner who has always challenged the status quo and taken matters into her own hands."
Born in Novosibirsk, Siberia. Studied in South Africa, France, Germany, worked in the US and Taiwan, built a career across the Gulf, and landed in Paris, where I'm now building what comes next. Fifteen years across luxury, data, and consumer platforms left me with one conviction: the best growth work happens when you're close enough to the product to feel where it breaks.
Outside of work I fundraise for Courage, a foundation supporting chronically ill children in Heidelberg, Germany, and for Women on a Mission (WOAM), a non-profit organisation now headquartered in France. WOAM raises awareness and funds for women survivors of war, violence and abuse through challenging expeditions and campaigns.
I’m drawn to places that require more than you think you have. Occasionally, I climb mountains for the same reason. The latest summit: Chimborazo, Ecuador. I find it useful to regularly do things that are harder than they need to be.
This didn't start with a growth brief. It started with two years building the operational foundation: forecast infrastructure, platform re-architecture, onboarding diagnosis. By 2023 the infrastructure existed and the funnel was measurable. Then came the mandate to grow.
There was no team, no playbook, no CRM, and no data. So I started building: paid, referral, community, affiliations, influencers - whatever had a chance of sticking. Volume first, learning second.
By year two the data was in. I could see which channels converted, reallocate the budget and optimize ROI. The growth engine was becoming repeatable. But one thing didn’t move no matter how we adjusted the mix. The funnel data showed the conversion problem wasn’t an acquisition problem - it was the drop-off at onboarding. Every channel, same wall. An 80-question registration form was the primary leak. We were asking consumers for full commitment before any value was delivered. Before they had any reason to trust us. I built the case for progressive profiling and a conversational AI layer, mapped the drop-off to specific form steps, and handed the redesign to Product.
By year three: 5 direct reports, a regional matrix of 8 across 11 markets, HubSpot standing up the full consumer lifecycle, a €300K budget reallocated quarterly toward highest-ROI channels, and Power BI dashboards giving leadership their first real-time view of acquisition, retention, and market performance. 2025 was the biggest year on record - 30K users added, with the onboarding still broken.
The redesign never shipped. So I left and built it myself.
Which is why for my next step, I want to own the product, not just the brief.
| Channel | Applicants | Conv. | Cost/act. |
|---|---|---|---|
| Direct Recruit | 4,820 | 46% | $4.20 |
| Referral | 2,140 | 38% | $6.80 |
| Organic / Job posts | 3,280 | 28% | $9.40 |
| Paid Social | 1,650 | 18% | $18.60 |
| Partner Networks | 590 | 12% | $24.10 |
The EVX framework that emerged from three years at CXG pointed to an obvious gap: the consumer experience in mystery shopping was broken. Long forms, opaque processes, no feedback loop, payment that arrived weeks late, the people the whole model depended on were being treated as a resource to extract from, not a community to build. If you want high-quality consumers, you have to earn their trust before you ask for anything. You earn it through the experience, not the promise.
Audacity is that platform. Built around the consumer journey first: clean onboarding, matched missions, validated reporting, fast payment. The UX is the trust mechanism: frictionless enough that the right people never have a reason to hesitate. The UX is the trust mechanism: frictionless enough that the right people never have a reason to hesitate. The brand insight follows naturally when the consumer experience is right. That’s the thesis, and it’s the same one I’ve been arguing since the 80-question form.
I’d been making this case inside a large organisation for two years. When it didn’t move fast enough, I built the first working version myself in two weeks: 16 live endpoints, three interfaces, a deployed platform. The build taught me more about the product than any specification process would have.
Before I could scale growth, leadership first needed to know what was actually coming in the commercial pipeline. There was no CRM, no ERP, no resource-planning layer, and no real cash-flow projection. Commercial visibility lived across hundreds of isolated Excel files across 11 business units worldwide.
I took those fragmented files and built the company’s first live Power BI financial forecast. For the first time, leadership could see the pipeline, expected volume, delivery demand, and where operations would break before it happened, and trust what they were seeing. They still use it today.
That visibility exposed the next issue: strategic markets were undersourced, but scaling growth without fixing user experience would only leak down the funnel later.
The platform was unstable and the consumer onboarding was too long, five years of user feedback said so clearly. I led the re-architecture and migration of the web portal and mobile app across 25 languages and 70K users, from brief to launch, and made the case for onboarding simplification that the data had been making for years.
The tension of shorter user flow was real and relevant: ask too much, and users never reach first value; ask too little, and you weaken KYC and open the door to bad actors. Solving that balance, just as post-COVID luxury demand outgrew our organic growth, became the foundation on which the later growth function was built.
| Region | Budget | Actual | Variance | YoY | Missions | Avg Score |
|---|---|---|---|---|---|---|
| Europe | $1,200K | $1,350K | +12.5% | +8% | 8,420 | 8.2 |
| MENA | $680K | $590K | –13.2% | +15% | 4,100 | 7.5 |
| APAC | $520K | $611K | +17.5% | +22% | 3,890 | 7.9 |
| Americas | $310K | $298K | –3.9% | +5% | 1,840 | 7.7 |
| Total | $2,710K | $2,849K | +5.1% | +11% | 18,250 | 7.9 |
Data is proprietary. Figures are illustrative; the forecast architecture, operating logic, and dashboard structure are real.
Working inside luxury CX for a decade meant sitting close to a specific kind of risk: brands knew exactly how their sales associates performed at the point of sale, but had almost no visibility upstream. When Loro Piana’s Peruvian supply chain came to light, or when LVMH houses found themselves unable to account for labour practices three tiers deep, the pattern was consistent, not negligence, but a genuine absence of infrastructure. Certifications lived in PDFs, supplier claims were unverifiable, and the industry found out about problems the same way the public did.
EcoConnect was built to close that infrastructure gap: supplier discovery, certification verification, RFP management, and contract tracking in one stack. Over 4,000 verified suppliers at launch. The same trust problem I had been solving on the consumer side (are these people who they say they are?) applied just as clearly to the supply side.
Built with a three-person team across three continents. Paused in 2025 as US-China tariffs made the green premium untenable.
Timing was wrong. The build was not.
Beat ventures with $1M+ in government contracts. Bootstrapped , built during a full-time executive role and an ESSEC EMBA with Mannheim dual degree. No dedicated time. No external funding.