Fraser Alexander

Fraser Alexander is an experienced Category Strategy Manager currently at Ferrero, focusing on the gifting, seasonal, and choc sharing categories in Australia. With a history at Ferrero managing spreads, sweet biscuits, and mints categories, Fraser has successfully worked within high-performing teams to create stakeholder value. Prior experience includes roles at PepsiCo as Revenue Mix Manager and Revenue Insights Manager, where Fraser drove portfolio growth in net revenue and customer investment strategies. Fraser also held positions at Diageo, managing promotional activities for significant profit brands, and at Wrigley, contributing to confectionery category growth and permanent merchandising solutions. Fraser holds a Master of Arts in Business Administration and Management from the University of St. Andrews.