Alex Friedman is a core member of the Consumer and Principal Investors & Private Equity (PIPE) practices at Boston Consulting Group, and a member of X.Ventures, a part of BCG X, the firm’s tech build and design unit. Alex leads consumer packaged goods (CPG) for X.Ventures, and oversees the X.Ventures PIPE strategy in North America. She joined the firm in February 2023.

Alex is currently focusing on new business and business unit builds, as well as digital platform build, optimization, and turnaround in both CPG and private-equity-backed businesses. Before joining the firm, Alex was Co-CEO/Co-Founder of LOLA, a mission-driven, omni-channel women’s health brand, where she continues to serve as an advisor.