Alex has spent the last 16 years as an Exec in PE-backed businesses. Delivering X4 Exit’s, all over 3X gross MOIC, and over £500M shareholder value. With broad C-Suite experience across marketing, commercial and operations (CMO, CCO, COO), Alex is currently Chief Operating Officer at Forest Holidays, with a full span P&L remit covering all marketing, revenue, cost & operational functions as well as delivering new site openings. Alex leads a muti-talented team of 800+ across multiple sites in the UK.
Alex started out as a graduate with First Choice / TUI before moving on to hold several marketing roles within British Airways. As CMO at Great Rail Journeys, Alex led the business through two leveraged buyouts, establishing the brand in North America and changing the business into the world’s largest rail holiday provider, a FastTrack 100 market leader. He joined Forest Holidays as CCO in 2018, backed by Pheonix Equity Partners, and oversaw a three-year brand, marketing and commercial transformation program which tripled EBITDA.
Born on the south-coast of the UK and now living in Yorkshire with his wife and two children, Alex was named an Institute of Directors (IoD) Director of the year in 2021 and is a Private Equity Power Talks (PEP Talks) honorary Exec member. He is an enthusiastic although mediocre surfer and loves travelling with his family.
