Alex Frias is an entrepreneurial consumer marketer and commercial leader with a creative soul who has over two decades of experience driving cultural transformations at established and challenger brands.

Alex currently leads global marketing at Steve Madden, overseeing marketing for the portfolio of brands that includes Steve Madden, Dolce Vita, Betsey Johnson, Blondo, among others. Prior to joining Steve Madden, Alex led in-house teams at Wayfair, FILA North America and music streaming start-up TIDAL. Earlier in his career, Alex co-founded an award-winning brand experience agency working with category leaders including PepsiCo, Apple, Uber, New Balance, HGTV, and Heineken, and Twitter.

Alex’s writing on the convergence of brand strategy, cultural marketing, and digital transformation has been published in outlets including Forbes, Fast Company, and Inc.

Alex is a first-time Cannes Lions judge and is an Advisor Board Member with Advertising Week and Tripadvisor.