Iris Apfel
Ruggable · Cultural Partnership
A maximalist collaboration with a design icon — casting, art direction, and campaign storytelling built around Iris's unmistakable point of view.
Brand, Creative & Marketing Executive
Alexandra
Hart
Fourteen years building category-defining consumer brands from early-stage growth to global scale. Former Head of Global Brand at Ruggable, where I led brand through more than 600x revenue growth, two company-wide brand evolutions, five international market launches, and the expansion of the marketing organization from one person to fifty-two. Today I partner with founders and executive teams as a fractional Brand & Creative Executive, helping companies build distinctive brands, high-performing creative organizations, and AI-enabled marketing systems that scale.
600x
Revenue growth at Ruggable
1 → 52
Marketing org scaled
5
International markets launched
14+
Years leading brand & creative
Iris ApfelGoopDisneyArchitectural DigestBarbieStar WarsJonathan AdlerAnna SuiMorris & Co.The Home EditGray Malin
Alexandra Hart — Costa Mesa, CA
About
Brand builders are translators.
For the past fourteen years, I've helped build consumer brands from high-growth challengers into category leaders. Most recently, as Head of Global Brand at Ruggable, I led brand through a period of more than 600x revenue growth, two company-wide brand evolutions, five international market launches, and the expansion of the marketing organization from one person to fifty-two.
My work sits at the intersection of strategy, creative, and commerce. I've led brand positioning, portfolio architecture, creative direction, campaign production, in-house studio development, and creative operations—building organizations that produce exceptional work while delivering measurable business results.
Along the way, I've partnered with brands and collaborators including Iris Apfel, Anna Sui, Jonathan Adler, Morris & Co., Disney, and Barbie, helping translate iconic partnerships into commercially successful campaigns and enduring brand equity.
Today I work with founders and executive teams as a fractional brand and creative executive, helping organizations clarify their positioning, build high-performing creative teams, modernize marketing operations with AI, and create brands that remain distinctive as they scale.
I'm based in Costa Mesa and work with teams worldwide.
Selected Work
12 projects2022
Anna Sui Collection
Ruggable · Designer Collaboration
Translating a fashion house's archive into interiors: color story, set design, and a launch campaign that carried the collection across five markets.
Jonathan Adler Extension
Ruggable · Creative Direction
An extension built for maximalists. Portrait-led art direction and merchandising storytelling for the brand's most graphic collection to date.
Brand Evolution
Ruggable · Brand Strategy & Identity
The second company-wide brand evolution: positioning, architecture, visual identity, and a measurement system to hold the work accountable.
The Home Edit
Ruggable · Partnership Campaign
Organization meets design. A partnership campaign shot for social-first storytelling and retail merchandising alike.
Morris & Co.
Ruggable · Heritage Licensing
A 150-year-old pattern archive reintroduced for the modern home, with photography that honored the source material.
Gray Malin
Ruggable · Artist Collaboration
Portraiture and place — an artist collaboration translated into a campaign with a distinct sense of escape.
Premium Medium Pile
Ruggable · Product Launch
A new product tier introduced through texture-forward photography, technical storytelling, and a full-funnel launch plan.
Nina Takesh
Ruggable · Designer Collaboration
Restrained, tonal interiors — a designer collection styled to sit quietly inside real homes.
Bedroom Story
Anna Sui × Ruggable · Set Design & Styling
Vintage rose and art nouveau, staged as a complete room rather than a product shot.
Technical Photography
Ruggable · In-House Studio
Building the in-house creative studio: systems, standards, and a technical shoot library that scaled with the catalog.
Identity Systems
Selected Clients · Identity & Design
Logo, web, and packaging systems developed for founder-led consumer brands across advisory engagements.
Experience
Tumble Living
2025 — 2026
Fractional Creative Director — Brand & Creative Operations
Synthesized 40,000+ customer responses into executive insight, designed future-state creative organizations, audited AI-assisted workflows supporting ~$18M in media spend, and advised founders on brand and growth strategy.
Toy Box Brands
Oct 2024 — Dec 2024
Vice President, Marketing
Led brand and creative strategy across a multi-brand consumer portfolio, directing integrated launch campaigns and championing an in-house creative organization.
Posh Peanut
Feb 2024 — May 2024
Vice President, Brand
Led brand strategy and creative for a category-leading children's lifestyle brand, directing seasonal launches and strengthening brand consistency cross-functionally.
Ruggable
May 2017 — Oct 2023
Head of Global Brand
Two company-wide brand evolutions, 600x revenue growth, five international markets, a marketing org scaled from 1 to 52, an in-house creative studio, brand measurement systems, and campaigns exceeding industry ROAS benchmarks.
Expertise
- Brand Strategy & Positioning
- Brand Architecture
- Creative Direction
- Executive Leadership
- Cross-Functional Leadership
- Executive Communication
- Creative Organization Design
- Team Building
- Consumer Insights
- Brand Measurement
- International Brand Growth
- Agency Leadership
- AI-Assisted Creative Workflows
Contact