Career Highlights

“Cascading efficiency gains in all stages of product development and production will mean shorter product life cycles and lower break-even production cycles. What this means to consumers is that they will be spoiled for choice. The consumer will have multiple models and multiple brands from which to choose. Differentiation between these models and brands in the context of the consumer’s personal needs and wants will become an issue.”

Career Highlights…

  • 2011  to Present Alex has integrated his knowledge of ecommerce and the hardware industry to establish Australia’s most innovative online garden shed website Sheds4Less.
  • 2008 – 2011 In November 2008 an opportunity arose to become part of a project team to develop a new Mobile Virtual Network Operator (MVNO) within the Woolworths Group. In August 2009 Woolworths launched Everyday Mobile. Woolworths became the first supermarket in Australia to offer a no-nonsence simple to understand prepaid mobile phone service to it’s customers.
  • 1994 to 2008 Alex has been working as Merchandise Manager for Dick Smith Electronics (a Division of Woolworths, Australia’s largest retailer). During that time the company has become Australia’s largest specialty electronics retailer with sales in excess of $1 billion per annum and over 300 stores. He played an integral role in the acquisition and integration of its closest competitor Tandy Electronics by being part of the due diligence team. Together with his buying team they have been responsible for driving the company to a leading market share in many consumer electronics categories. Alex’s particular product expertise is in the Telecomunications area of consumer electronics. Over the years he has been pivotal in bringing new products to both the fixed line and mobile phone markets in Australia.
  • 1989 to 1993 saw Alex working for Davids Holdings Australia’s largest grocery wholesaler. Alex was bought on board as part of a management team to establish the non food division of the company. The non food division was considered a success with sales exceeding $30 million 2 years after establishment. It continued on to become one of Australia’s largest non food wholesalers.
  • 1988 to 1989 In the early and mid 1980’s the BigW discount department store division of Woolworths was going through some challenging times. It had no real concept of style and presentation, few systems and no profit. Alex was one of a new wave of buying executives bought into the company to address the problems facing the company. It was during this period that a strategic alliance with Walmart was formed. Once the sins of the past had been addressed the company built a solid foundation on which today’s successful BigW division sits.
  • 1976 to 1988 Alex spent the first years of his working life in the retail hardware trade working for James McEwan & Co. He started as a retail cadet learning his retail skills and managing retail stores. He progressed into the buying department culminating in his promotion to Marketing Manager for the company. During his tenure he gained a reputation as being troubleshooter and was involved in a number of strategic projects.