About Me

As CDMO for L'Oréal Groupe SAPMENA, Lex drives the consumer growth strategy across a multi-billion euro region, orchestrating all things consumer, the group digital and marketing transformation, media and the eCommerce acceleration teams, based out of the SAPMENA regional headquarters in Singapore.

The CDMO accelerates eCommerce growth, drives CRM and all digital and social marketing activities and content development, as well as data science and media planning across the L'Oréal portfolio of over 39 global brands as well as leading consumer and market intelligence for the region. More recently this has also involved deeply leveraging AI and GenAI tools to drive deeper innovation and efficiency through data and tech. Lex had previously held a similar role for the Middle East and Africa region and was also CDMO for the UK & Ireland.

Between his work at L'Oréal and being with his family, Lex finds the time to help small businesses and charities navigate the digital world and engages as a guest speaker with academic institutions. He was previously the Chair of Generation Hope at The Children’s Society and Chief Digital Officer for the 'social' Airbnb, We Like The World and its B2B cousin Trip4Good; he also consults with numerous small enterprises breaking out of their traditional business and cracking their digital models, and new startups in the consumer and AI space. A strong contributor to the industry, he sits on the APAC Advisory Board of the World Federation of Advertisers, the APAC Board of Directors of the MMA, and is a board member of The Marketing Society, Singapore. He has taught courses on ThePowerMBA, at Imperial College London and spoken at The Oxford Saïd Business School, and ESSEC and SMU in Singapore. More recently, he serves as the Dean for the Cannes Lions Festival of Creativity, Brand Marketing Academy.

Through his personal blog, Relatively Digital, Lex publishes ongoing perspectives on the fast-moving, digital and technology-driven landscape. For a curated index of his global industry panel discussions, keynotes, and media publications, you can visit the press room.

Before joining L'Oréal, Lex established and led the digital strategy practice for McDonald’s in Europe. He built a team covering digital marketing and media, along with social strategy, listening and engagement technology as well as CRM and data science, growing to over 60 people across 39 markets.

He was previously a Client Partner within the Business Partnerships team at Facebook (now Meta) in Paris, France, where he worked with a select group of clients who partner with Facebook to drive better ROI on their marketing investments.

Before moving into the role at Facebook, Lex spent over ten years in the advertising business across Europe, North America and the Middle East – most recently as the Regional Director for Digital Strategy & Innovation for Leo Burnett MENA. In this role he engineered the fusion of ATL and BTL agencies, Leo Burnett and Arc Worldwide into a holistic brand agency and the acquisition of Flip Media by the Publicis Groupe - now rebranded to Sapient Middle East. He oversaw the digital, direct and CRM competencies for the region, covering clients from General Motors to McDonald’s and P&G to du Telecom.

Before joining Leo Burnett, Lex was a 360° Business Director for JWT & RMG Connect in Paris, and the WPP France Lead for the HSBC business. He has also worked for the relationship marketing group FullSIX, and began his career at The Richards Group and OgilvyOne.

He has an MBA in Strategy from the UPF in Barcelona, and undergraduate finance degrees from EuroMed Marseille and the Westminster (formerly Harrow) Business School in London. He is trilingual and truly multi-cultural.