Alex, who was the Global Head of Online Marketing
for the Virgin Group, will be sharing his thoughts on branding.
Iain
Wylie, our interim Chief Executive, said: “Alex had an amazing career with
Virgin, he started out working on digital strategy for Virgin America,
conceived as a low-cost airline. When the company failed to gain the crucial
certification from Congress, he and a handful of colleagues refused to sit back
and do nothing.
“Facing enormous costs and a grounded fleet, they raced against time to find a way to highlight their plight. Deciding popular pressure was the best tool available, they started a grassroots campaign on social media and influential, independent websites. The campaign was a huge success and eventually the decision was overturned.
“Alex then became Head of Online for the
entire Virgin Group, overseeing a rapid expansion of the brand’s internet
strategy and constantly adapting to new trends, technology and consumer
requirements. The main site was very quick to embrace social media and
user-driven content, underlining the company’s reputation for customer focus.”
