Alexander has over 10 years experience in the entertainment and lifestyle industry. He kicked off his career in 2013 launching a successful restaurant, Bacchanalia which was one of the first fine dining establishments in Singapore to receive a Michelin star. He then went on to establish global festival brand Ultra in Singapore. Alexander oversaw operations, marketing and sponsorship and after 5 years, turned the event into one of the largest music festivals in Southeast Asia.

He has a double degree in Marketing & Communications from Singapore Management University.