Alexandra Smart GAICD

Alexandra is a graduate of the Australian Institute of Company Directors (GAICD), holds a Master of Business Administration (MBA) from AGSM, and a Bachelor of Communications (Journalism; University of Technology Sydney).

As Managing Director, Alexandra led the growth and expansion strategy of the brand across multiple channels: national and international, digital, wholesale, and corporate. This lived entrepreneurial experience has equipped her with highly practical insights and management skills. Both now enrich her work as and business advisor and executive coach.

Fashion is as competitive and fast-paced as it gets. It is an industry where understanding consumer trends and behaviours are critical. Alexandra has a natural gift for identifying vital consumer insights and using them strategically. Inside a fashion business, there is also a world of complexity in strategy, people leadership, digital and e-commerce, design, manufacturing, supply chain management and ESG. Alexandra’s passion and vision oiled the Ginger & Smart machine.

It is Alexandra’s ability to combine creative thinking and commercial imperatives that has forged a reputation that is defined by her business acumen, modern leadership style, strategic thinking, and high performance.

Today, Alexandra divides her time between directorships, advisory roles, and coaching and mentoring. Her work is also informed by previous executive leadership roles in the media and digital sectors, as it is by her close involvement in both the arts and fashion industry development. 

More broadly, Alexandra is an authoritative spokesperson for the fashion industry and a seasoned public speaker. She was recently voted into the Power 30 List of Influential Retailers.