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Alex Baxter is the office lead for BCG X New York and the Digital Growth Health Care lead for North America. BCG X is Boston Consulting Group’s tech build and design business unit. Alex has been a leader in BCG's performance marketing team (Digital Growth) since 2019, developing specialty practice groups in consumer e-commerce and health care direct-to-patient marketing.

Alex works with clients in many industries, mostly focusing on digital marketing and e-commerce accelerations, transformations, org/tech/capability builds, and diagnostic and diligence sprints.

Prior to joining BCG, Alex operated as both a CEO and CDO for advertising and marketing agencies and media organizations for private equity investors based in Southern California. These companies included OmniForce, RGMGroup, and Competitor Group. Before his PE experience, he led marketing and ad sales teams for large media companies including NewsCorp's Dow Jones & Co., Conde Nast, and WennerMedia (Rolling Stone, Us Weekly, Men's Journal).

AREAS OF EXPERTISE

EDUCATION

  • MBA | Columbia Business School –Columbia University
  • BS, BA, Honorary Doctorate, Southern Wesleyan University

Publications and Videos

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How GenAI Is Shaping the Future of Creativity in Marketing

As GenAI drives the marginal cost of marketing content to near zero, the resulting speed, flexibility, and cost efficiency will transform how creative teams work.
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Building a World-Class E-Commerce Organization

Don’t let complexity stymie your online-sales operation. Simplify your approach by clearly defining business objectives, then choosing one of four e-commerce archetypes.
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Don’t Let Channel Conflicts Limit E-Commerce Sales

When introducing new online sales channels, weigh the opportunities against the potential friction with existing channels.
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How to Stand-Up a New E-Commerce Business in 8 Weeks or Less

COVID-19 has created a permanent shift in consumer behavior; companies can’t afford to be caught flatfooted. Fortunately, standing up a new e-commerce business is now faster and easier than ever.