Hi, I’m Alex Ostrove.
I’m a STRATEGIC OPERATOR with 16 YEARS OF EXPERIENCE growing WEB BASED BUSINESSES.
I specialize in connecting the strategic dots of ecommerce, marketing, creative, product, and UX. I believe that creative strategy drives operational clarity, that great marketing is as much about systems as it is about storytelling, and that the most impactful brands don’t just grown– they scale with intention.
In short— I build brands that run smarter.
I’ve led marketing and ecommerce operations & strategy both in-house and in agency settings, across DTC brands and SaaS platforms. I’ve also worked in fractional and consulting capacities, managing multiple clients, building lean teams, and embedding into theirs. I know how fast-moving businesses operate and what they need— especially the kind with small teams and big plans.
RECENT WORK
BRAND & Agency EXPERIENCE
I made the transition from leading in-house marketing and ecommerce operations to tech in 2023, joining headless frontend platform Nyla as VP of Customer Success. My job was to bring brand-side perspective while scaling Nyla from an ecommerce agency model to a SaaS platform. I rebuilt customer support from the ground up, implemented automated onboarding systems, and used research and feedback loops to improve retention, satisfaction, and overall delivery—while leading the redesign and relaunch of 20+ Shopify websites.
I was promoted to VP of Operations and Strategy less than a year later and tasked with applying those early wins at a broader scale. In that role, I oversaw resource planning, budget management, hiring, contract negotiation, and internal tooling. Along the way, I built scalable systems to support a growing customer base and launched a two-sided services marketplace that expanded capacity, reduced costs, and improved retention.
The throughline: building systems that worked for our customers—and for Nyla’s business.
PAST WORK
I’ve led marketing and ecommerce for a range of web-based and DTC brands, both in-house and in a consulting/fractional capacity. My work spans go-to-market launches, strategic pivots, and scaling content programs across email, social, influencer, experiential, and earned media channels. I’ve built brands with staying power and storytelling with edge—always with one hand in strategy and the other in execution. Fast-paced, results-driven projects are where I do my best work.
Beyond the campaigns, I’ve built the systems that keep them running. That includes content production cadences, marketing calendars, budgets, workflows, and cross-functional tools, all while keeping ecommerce sites humming. I’ve scaled in-house departments, collaborated with external agencies, and led distributed teams long before remote work was standard. I’ve partnered directly with founders and execs, working at the intersection of brand and business.
SELECTED PROJECTS
FOUNDATIONS
My career started alongside the rise of social media for brands. Armed with a B.A. in English and a copywriting role, I was asked to “write for the Twitter.” I suggested I take on “the Facebook” too—and ended up spending two years building out the digital marketing department at Forever 21, launching and managing all social, influencer, and digital content, leading a team of 10, and overseeing a $2M budget. The company was a $3B retail machine, not a startup—but when your first job shows you what’s possible with a new medium, you learn to look for the frontier.
SKILLS & SPECIALTIES
In industry speak: I specialize in scaling ecommerce and SaaS businesses by leading cross-functional teams across marketing, product, and creative. My work blends content strategy, marketing operations, research, and user experience to build systems that make brands grow smarter, and faster.
In simpler terms: I figure out how things should work, then help teams actually make it happen.
My areas of focus are:
OPERATIONS & STRATEGY
I take a systems-thinking approach to operations, creating scalable frameworks that bring clarity to chaos. Whether building workflows for a startup or streamlining project management across a larger org, I focus on repeatable structure, cross-functional alignment, and tools that flex as teams grow. I build strategy and operations to succeed at any size without slowing momentum.
Resource Planning
OKRs
Workflow Automation
Project Management
Marketplace Operations
Hiring & Recruiting
Executive Reporting
Budget Oversight
Forecasting
Vendor Management
I’ve built marketing engines that drive growth and ecommerce ecosystems that actually convert. My experience focuses on high-leverage work that blends creative thinking with performance metrics, while keeping the backend running smoothly and the front end sharp.
MARKETING & ECOMMERCE
Email & SMS Marketing
Content Marketing
Social Media Marketing
Affiliate Marketing
Influencer Marketing
Content Creators
Out-Of-Home
Direct Mail
Loyalty Programs
Experiential Activations
Product Strategy
Merchandising
There’s an art and a science to creating brand content. Every touchpoint is a chance to reinforce values, differentiate, and create a spark. I’ve worked on the launch of 50 websites, 7 brands, 10 collaborations, and 4 new categories, plus countless campaigns, collections, and products. I bring end-to-end experience in content strategy and creative development, and have deep experience producing content across formats and channels.
CONTENT & CREATIVE
Content Strategy
Brand Positioning
Creative Direction
Brand Workshops
Creative Briefs
Campaign Ideation
Copywriting
Shoot Production
Website UX
Landing Pages
Ecommerce Design
Syndicated Content
DATA-DRIVEN GROWTH
Growth isn’t just about revenue; it’s about alignment between product, creative, and customer experience. I have a track record of turning metrics into meaningful action, using data to inform strategy, guide planning, and communicate impact. This approach helps teams set smarter goals, prioritize effectively, and build clear roadmaps to reach them.
Data Analysis
Google Analytics
A/B Testing
Customer Segmentation
Conversion Optimization
Retention Strategy
Dashboard Building
Customer Journey Mapping
Performance Reporting
Effective operations don’t exist in a vacuum. I regularly lead cross-functional teams through process design and operational rollouts, partnering with product, creative, marketing, and sales to execute growth strategies. These collaborations keep projects aligned, teams informed, and momentum moving without bottlenecks.
CROSS FUNCTIONAL COLLAB
OKRs
Product Roadmaps
Go-to-Market Strategy
Team Calendars
Product Development
PR
Partnerships
Media Strategy
Internal Comms
Strategy Offsites
Customer Experience
Assortment Strategy
TECHNICAL COMPETENCIES
Adobe Photoshop
Adobe InDesign
AirTable
Artificial Intelligence (ChatGPT)
ClickUp
Figma
Google Analytics
Hubspot
Klaviyo
Notion
TripleWhale
Squarespace
Shopify
WRITTEN Work
I’m a writer by nature and it has informed how I approach brand storytelling. My copywriting history originated with strong brand personas with recognizable voices, crafting the wink, the nod, the pithy one liner, the short text with a subtext that makes a brand memorable in the 0.5 seconds you have of your customer’s digitally distracted attention span.
I also ghostwrite, most often for client op-eds (that I’ve likely planned around an adjacent campaign, pitched and strategically syndicated with the help of press partners) and I rarely have the pleasure of sharing that work. My words have been published on the websites of the below publications;
I’m based in Los Angeles and I work remotely.
Email me here.