Mr Alex Mawer
Destination Marketing Consultant (Europe)
Alex has some 30 years’ experience across marketing agencies, global brands, public bodies and purpose-driven organisations. He is also a senior marketing leader and consultant specialising in destination, place and experience-led growth. He has spent over a decade operating at executive level, including Chief Marketing Officer and Marketing Director roles, and brings deep expertise in brand strategy, insight-led marketing and large-scale organisational transformation.
Alex’s career spans tourism, leisure, sport, education, government services and consumer brands, with a particular strength in destinations and visitor experiences. He has led marketing for national and international destinations including at VisitEngland and VisitBritain, overseen global brand stewardship for the LEGOLAND theme park estate and delivered high-impact campaigns across domestic and international markets. An award-winning through-the-line marketer, Alex has a strong track record of delivering commercial results, measurable ROI and long-term brand value.
He works comfortably within complex stakeholder environments, including government departments, boards, ministers, global partners and commercial operators. His experience includes managing multi-million-pound budgets, building and leading multidisciplinary teams across multiple geographies as well as embedding insight and evaluation frameworks to strengthen decision-making and performance. Alex has developed brand and membership propositions for organisations including VisitEngland, British Tennis (the LTA), the LEGO Group and Hornby Hobbies. He has led both B2C and B2B strategies across sales, marketing and communications.
Alongside his corporate and consultancy work, Alex is a Non-Executive Trustee of a UK-based global environmental NGO, contributing strategic oversight, governance and brand expertise. This role reflects his belief that strong brands, clear purpose and authentic leadership can be powerful forces for positive change. He also sits as an Advisory Board Member for a UK based attraction in development, Model Britain.
Alex’s leadership style is values-led and collaborative. He believes the best results come from clarity of purpose, rigorous insight, creativity grounded in strategy and teams who feel trusted, motivated and supported. Kindness, integrity and authenticity are not “nice to haves” but essential components of sustainable success.
Today, Alex works with destinations, cultural organisations and visitor-economy businesses seeking to sharpen their proposition, strengthen their brand, align stakeholders and deliver meaningful growth. He brings a rare combination of strategic depth, lived executive expertise, hands-on delivery and international experience, helping places and experiences connect more powerfully with the audiences that matter most.