Managing Director & Partner, BCG X
Digital Ventures – New York
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 new 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 with BCG Digital Ventures, 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).
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.
When introducing new online sales channels, weigh the opportunities against the potential friction with existing channels.