Alex Cuevas is a champion for people, culture and bold ideas. As Head of People at BBH USA – the iconic agency known for zagging when others zig – she leads recruitment, retention and HR, creating an environment where talent thrives and creativity is celebrated. A trusted advisor to C-suite leaders, Alex combines business insight with a deep understanding of people to build high-performing, future-focused organisations. Raised across multiple cultures and continents, she brings a global perspective to equity, inclusion and mentorship while inspiring the next generation of advertising talent. This year, Alex was honoured by The Advertising Club of New York as a Rising Star and Young Professional. She also serves on the Board of Directors for Girls Write Now, an organisation dedicated to breaking down barriers of gender, race, age and poverty through creative mentorship and training. It harnesses the power of storytelling to shape culture, influence industries and inspire change.