Welcome to my bio page. I’m Alex, but you probably already knew that since you are on my website. I’ve spent my career trying to create work people want to embrace. Work that sticks, gets talked about, and moves a client's business.I've spent my career trying to create work people want to embrace. Work that sticks, gets talked about, and moves a client's business.

Most recently, I spent five years on the rocket ship known as Highdive, joining as employee #37.

My longtime creative partner, Jonathan Richman, and I jumped straight into the deep end (pun intended). Our first assignment: lead the pitch for Rocket Mortgage's Super Bowl campaign. We won the business, and the work went on to take the #1 spot on USA Today's Ad Meter. Highdive's third #1 in a row. So, naturally, no pressure.

From there, my role grew well beyond any single account. I led some of the agency's largest clients, helped win new business, built teams, and played a part in shaping both the creative work and the agency's future.

One of the highlights was Jersey Mike's. We won the pitch and helped build the brand through a remarkable period of growth, from roughly 1,000 stores to almost 3,500. Along the way, the company was acquired in a deal valued at $8.6 billion and later went public.

It was a great example of what happens when the business, the brand, the stores, and the marketing all work together. And it became one of the most rewarding relationships of my career. Also, Danny DeVito is exactly as great as you'd hope.

While leading Jersey Mike's, we also pitched and won BetMGM. We started with a Super Bowl campaign featuring Tom Brady and Vince Vaughn, then helped build something bigger. In a category dominated by competitors with much deeper pockets, we helped grow the business and evolve the brand, ultimately creating a new creative platform, Make It Legendary, featuring Jon Hamm.

Along the way, I led or contributed to work for Mentos, Jeep, Lays, Airheads, and almost every other brand, along with helping win the State Farm business. New business was always a big part of the job.

During those five years, Highdive grew from fewer than 40 people to more than 150. It was pretty incredible to be part of that ride. The agency earned a spot on Ad Age's A-List every year, including #2 in 2024, was named Campaign US Agency of the Year in 2025, twice landed on Fast Company's Most Innovative Companies list, and was featured in Communication Arts.

Before Highdive, I spent time at The Martin Agency, DDB Chicago, FCB Chicago, and client-side at Allstate, working on brands including DoorDash, Skittles, Starburst, Timberland, McDonald's, Taco Bell, and Benjamin Moore. Different places, different challenges, but always the same goal: make work worth being proud of. Picked up a few awards along the way, too.

I'm proud of the recognition. I'm more proud of what it represents:
great people making work that works.

For me, advertising is pretty simple. Make something people want to embrace. Make it sticky. Make sure it moves the business.

We're storytellers, but we're also professional interrupters. If we're going to interrupt someone's day, we'd better earn it. Entertain them. Surprise them. Make them laugh. Teach them something. And make sure it makes sense for the brand. Because if the work doesn't stand out, you're just wasting media dollars.

That's what I love about this job. I get to tell stories, solve problems, and break rules in deliberate ways. It's always changing, so there's always something new to learn. Always connecting dots. I try to stay curious, adaptable, and willing to approach a problem from a completely different direction.

I don't really have a "style." I'm more interested in finding the right answer for the problem in front of me.
I prefer smart over funny, but prefer stupid over smart.

These days, I'm working independently, helping brands and agencies develop ideas, win pitches, lead creative projects, and make the work better.

I was born and raised in downtown Chicago. My mother came to the U.S. as a Cuban refugee in her teens, and my paternal grandmother, a Holocaust survivor, also came here as a teenager. My father is a studio photographer, so I've been around the creative business for as long as I can remember. All of that has shaped how I see the world, personally and creatively.

I'm married to a wonderful woman who also works in advertising (we met at work), and we have two young boys who love to eat. Which works out well, because I love to cook.