Alex Smith

Alex Smith, freelance commercial consultant, specialising in support for high growth, innovative, challenger brands. Current clients include the likes of MOJU and Warner's Distillery. 16 years in FMCG, spending 10 of those at Mars as well as having SME supplier experience and most recently Commercial Director at YF, a start-up consultancy designed to help innovative, high-growth consumer businesses achieve mainstream scale. Working across brands, retailers and investors. Brand clients there included the likes of Little Moons, Candy Kittens, Liquid Death, Dash, Capsicana, Crosta & Mollica, La Vie, Milliways, Lucky Saint and Caleno to name a few.