Alex worked as a broadcast journalist for over ten years at CNN International, ITV News, Channel 4 News and Al Arabiya. She was part of the team which set up Al Jazeera English in Doha and went on to manage the channel's coverage in Central and South Asia. After leaving journalism Alex advised a number of foreign governments and ultra high net worth individuals on reputation and crisis management and went on to work with entrepreneurs and fast growth businesses on profile raising, branding and marketing.