Alexandra Crass

Commercial marketing executive with more than 20 years' experience leading growth, transformation and organisational change across global organisations, private equity-backed businesses, scaling companies and the not-for-profit sector. A trusted partner to CEOs, Boards and Executive Leadership Teams, recognised for aligning marketing with business strategy, strengthening commercial performance and building high-performing teams. Extensive experience developing go-to-market strategies, repositioning brands, transforming functions and introducing operating models that improve organisational focus, accountability and measurable business impact.

Known for bringing clarity to complex organisations, aligning stakeholders behind shared priorities and creating commercially focused functions that support sustainable growth.

Founder & Director - The Marketing Collective

(2026)

Founded a strategic marketing consultancy providing executive-level strategic leadership to ambitious organisations seeking to accelerate growth through clearer strategy, stronger market positioning and more effective commercial execution. Partner with founders, CEOs and leadership teams to define commercial priorities, develop go-to-market strategies, strengthen organisational capability and align brand, marketing and business objectives to deliver measurable commercial outcomes.

Interim Chief Marketing Officer - ScreenSkills

(2026 - 2026)

Appointed by the CEO to lead the transformation of the Marketing & Communications function during a period of organisational change. Led a strategic review of the function, redesigned the operating model, restructured the team and developed a new Marketing & Communications strategy aligned to organisational priorities. Introduced governance, planning and reporting frameworks to improve accountability, collaboration and organisational focus, while strengthening the function's contribution to organisational performance.

• Led the transformation of the Marketing & Communications function, creating a more strategically aligned operating model.
• Designed and implemented a new organisational structure with clearly defined roles, responsibilities and career pathways.
• Recruited and onboarded senior leadership to support the next phase of organisational development.
• Developed a new Marketing & Communications strategy aligned to organisational priorities and future direction.
• Introduced governance, prioritisation and reporting processes that improved cross-functional collaboration and delivery.

Marketing Director, UK & Ireland - Randstad - UK & Ireland

(2022 - 2025)

Led a 21-person multi-disciplinary team with responsibility for a £3m annual marketing budget across the UK & Ireland. Partnered with the Executive Leadership Team to strengthen commercial performance, improve organisational alignment and position marketing as a measurable driver of business growth across two core business brands.

• Led a 21-person team with responsibility for a £3m annual budget.
• Shifted the function towards a more commercially focused model through stronger demand generation and closer alignment with sales and business objectives.
• Modernised capability through the adoption of AI-enabled processes, improved technology and enhanced performance reporting.
• Strengthened collaboration between Marketing, Sales and Operations through integrated planning and shared commercial objectives.
• Delivered integrated programmes that increased lead generation, supported business growth and improved return on marketing investment.

Global Marketing & Communications Director - Opus Talent Solutions & _nology

(2017 - 2022)

Led the global function during a period of rapid international growth and private equity investment. Responsible for global brand strategy, communications, demand generation, digital marketing, employer brand and customer acquisition, building a scalable function capable of supporting continued international expansion.

• Led global strategy across multiple international markets.
• Built and developed a high-performing international team.
• Introduced consistent global planning, governance and reporting frameworks.
• Strengthened brand positioning to support international growth and market expansion.
• Contributed to the successful private equity sale of the business through enhanced brand positioning and organisational capability.

Senior Vice President of Media - Sony Music

(1999 - 2014)

Progressed through a series of increasingly senior marketing and media leadership roles, culminating in appointment as Senior Vice President of Media. Led strategic media investment, integrated marketing campaigns and commercial partnerships for internationally recognised artists and brands, managing high-profile launches and working closely with senior leadership to maximise commercial performance, audience reach and return on investment.

BA (Hons) - Art & Design - Central Saint Martins, University of the Arts London