Lex’s career has spanned the growth of the web from the 56k modem to 5G, mobile, and now AI, covering North America, Europe, the Middle East, and Asia Pacific.
Lex serves as the Chief Business Capabilities & Innovation Officer for L'Oréal South Asia Pacific, Middle East & North Africa (SAPMENA), leading a ~400-strong hybrid team across Kuala Lumpur and Hyderabad to build a single, connected BeautyTech capability for over 40 global brands.
This role builds on a decade as Chief Marketing & Digital Officer across EMEA and APAC, during which he served as CDMO for SAPMENA, CMO for the UK & Ireland, held leadership roles in Western Europe, and was Chief Digital Officer for the Middle East and Africa Region. Across these roles, Lex has led digital, media, data, and eCommerce transformation while driving consumer intelligence and marketing innovation. Today, his focus expands into scaling CreAItech, agentic AI in eCommerce operations, revenue growth management, and consumer data-driven commercial insights.
Prior to L'Oréal, Lex was with McDonald's and Facebook. He is a recovered digital and ad-man having spent over 10 years in the agency world with both WPP and Publicis – his last agency role was Regional Director for Digital Strategy & Innovation for Leo Burnett MENA.
Alongside his day job, Lex is a board member of the World Federation of Advertisers (WFA), The Marketing Society in Singapore, and the MMA (Marketing & Media Alliance) for APAC. He is a Fellow of The Marketing Academy and The Chartered Institute of Marketing, Dean of the Cannes Lions Brand Marketer Academy, and Jury Chair for the 2025 APAC Effie Awards. He is also committed to giving back as an adviser to multiple start-ups and mentor with The School of Marketing.
Father of 3 girls, he is a #DigitalNative, Global #geek, and a #Parisian, although still British at heart. He balances time between work, the web, and family – almost always on his phone.
