Alex has been helping companies build their businesses online since 1994. His expertise includes digital strategy, user experience, technology governance, and the design of large enterprise and e-commerce systems.

His strategies produce measurable business results for clients—from double-digit conversion rate increases to 100 percent year-over-year revenue growth—for clients including Saks Fifth Avenue, MetLife, Lowe’s, Citigroup, Pepperidge Farm, Schwinn, and He regularly shares his experience by speaking at conferences and in national business and trade press.

Under Alex’s direction, Cake & Arrow has grown into a leading digital product and service design agency, winning industry recognition such as the IMA Agency of the Year, the Nonprofit Innovation Award, and Best Place to Work by both Crain’s New York (2014 & 2015) and AdAge (2015).

Before Cake & Arrow, Alex co-founded and grew web firm Davanita Design, acquired by Avatar Technology in 2000. He currently serves on the Board of Directors of Essendant (NASDAQ:ESND), a Fortune 500 supplier of technology, office and industrial products with 2015 net sales of $5.4 billion.

A graduate of Cornell University, Alex enjoys time with his wife and three kids, Yankees games and billiards. He was once known as the “Yiddish Magician,” but those days are gone.

(Or are they…?)