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About Alex

A technical partner for founders who want AI to earn its place.

I help teams turn the promise of AI into useful systems: workflows people adopt, infrastructure that holds up, and a clearer sense of what to do next.

AHStrategy · Systems · DeliverySydney · London · Barcelona

The useful combination

Strategy is only valuable when someone can make it real.

I've built digital products and teams since the late nineties — from agency work in London to startups including idibu, Cooltra and Hailo, through to enterprise and government programmes. Today, that experience goes into practical AI transformation.

I can sit with the business problem, design the workflow, work through the technical trade-offs, and help implement the answer. You get plain English throughout — and no theatre around what AI can or cannot do.

Expertise

Key Skills

AI Strategy & Delivery

  • AI Readiness Audits & Roadmaps
  • Agentic Workflow Design
  • Custom AI Solution Development
  • AI Stack Advisory & Procurement
  • Automation Architecture

Workshop & Enablement

  • Rapid Strategy Workshops
  • Team AI Upskilling
  • Executive AI Briefings
  • Technology Roadmapping
  • Build vs Buy Analysis

Technical Leadership

  • Systems Architecture & DevOps
  • API Design & Integrations
  • Cloud Infrastructure (AWS/GCP)
  • Full-Stack Development (Go/React/TS)
  • Digital Transformation

How I work

Clear scope. Useful momentum. No dependency by default.

We start with an audit or a focussed call to find the constraint worth fixing first. From there, I'll help you shape a workshop, build a workflow, or put a managed agent in place — whichever creates the most leverage.

I'm not a 24/7 outsourced IT department, and I don't sell magic wands. The strongest outcomes happen when your team is involved and owns what gets built. My job is to give you an informed route through the work, then leave you more capable than before.

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Career

Work History

2017–Present

Head of Design & Tech

Holt Seafood · Sydney/Barcelona

Core operational leader driving technical infrastructure, automation, and compliance. Architected the CRM database automating supply chain, shipping, certifications, and order tracking.

2012–2016

Co.Founder / Digital Director

Blended Creative · Sydney

Co-founded a boutique digital agency delivering end-to-end branding and digital creative for clients across Australia, Asia, the UK, and Europe.

2010–2011

Digital Technical Director

Exposure · London

Led design, technical scoping, and client pitch processes. Managed recruitment, production teams, and directed AR and mobile app development. Brands included Dr. Martens, Vodafone, Heineken.

2006–2008

Technical Lead & Interface Designer

idibu · Barcelona

Strategy and full-stack build for a job multi-posting system. Information architecture, UX, and product delivery from concept to launch.

2004–2006

Co-Founder / Creative Technical Director

Anticlockwise

Co-founded a digital studio. Business development, project strategy, team direction, and hands-on implementation across client projects.

2000–2003

Web Designer & Lead Developer

Motive · Sydney

Responsible for the Australia and New Zealand web presence of Sun Microsystems. Full lifecycle web development for enterprise clients.