Alex Croft

Alex Croft is an accomplished professional with extensive experience in the consumer products, digital marketing, and gaming sectors. Currently serving as Co-Founder and Principal at P11 Associates Ltd. since March 2020, Alex specializes in Board Advisory and Consultancy services, focusing on go-to-market strategies and customer-facing operations. In March 2024, Alex assumed the role of CEO at Mission Control, a platform that empowers game publishing through enhanced planning, finance, and marketing solutions. Previous leadership roles include CEO and Managing Director at Exertis Ztorm AB, where responsibilities encompassed digital distribution and eCommerce solutions, and Group Sales & Commercial Director at Exertis, overseeing commercial teams and retail strategies. Alex's earlier career includes significant positions at GEM Distribution Limited, GAME Digital, and various roles at Electronics Boutique plc and Dixons Retail Group Limited, contributing to a strong foundation in buying, merchandising, and digital business leadership.