Alexander brings over 20 years in international marketing, sales and general management to Prime. He has worked extensively in fast moving consumer goods and technology industries. Key areas of functional expertise include branding, international growth and market entry, innovation and strategy. Before Prime, Alexander was board member and COO of TomTom. Prior to that, he held a number of senior directors’ positions at MARS Inc. and Unilever NV, living and working in Paris, London and the Hamburg area. Alexander holds an MA degree in Law from the University of Amsterdam and an MBA degree from the Rotterdam School of Management. He serves on the board of directors of: Greetz , Layar and Cint.