With almost 20 years in the people space, Alexandra brings a wealth of HR expertise across a wide mix of industries. Since 2022, she’s been focused on the creative sector, helping businesses and charities in games, PR, marketing, design, events and the arts build inclusive, values-led cultures where people can truly thrive.
At Fresh Seed, Alexandra heads up our People & Culture Services, leading trusted client relationships and delivering strategic and operational support across all things people. She’s an expert in culture transformation, organisational development and workforce planning, having rolled out initiatives that have increased performance, retention and collaboration across the board.
Known for her practical guidance and deep ER expertise, Alexandra supports managers and leaders through everything from complex employee relations cases and protected conversations to designing scalable HR frameworks that reflect a business’s values, tone and growth ambitions. Her project work spans implementing meaningful people strategies, revamping performance management processes, delivering effective workforce and succession planning, and driving engagement through culture change programmes and tailored wellbeing strategies. She’s also created bespoke employee handbooks, developed line manager toolkits, and designed training on everything from neurodiversity and HR fundamentals to 1:1s and tricky conversations. Alexandra is the strategic force behind many of our most transformative client projects and the go-to when the people stuff feels messy and tangled.
