Commerce Catalysts


Chief Financial Officer


Alex manages the Accounting, Financial Planning and Reporting, Brand Health, Logistics, Product Forecasting and Purchasing departments at Front Row.

Prior to his role as CFO of Front Row, Alex worked at Unilever and was part of the team that made the Elizabeth Arden business profitable, eventually moving on to work at L'Oreal on the Maybelline and Garnier brands and helping launch the business plan for Fructis. Alex’s experience also includes involvement in supply chain, logistics and IT systems at a beauty startup company, and he previously worked as the CFO of various fashion brands.