Head of Marketing, Continuum Attractions
Alex leads both the central and on-site marketing teams across a portfolio of award-winning visitor attractions throughout the UK. A psychology graduate and Chartered Marketer, Alex combines strategic oversight with a deep passion for understanding the behavioural science behind effective marketing. While firmly grounded in brand and commercial strategy, Alex is also fascinated by the subtle psychological nudges that shape customer behaviour, and how small changes in messaging, design and delivery can lead to meaningful uplifts in results.
Before joining Continuum, Alex’s career spanned television production, running large-scale live music events such as Party in the Park (with audiences of 70,000+), and the marketing of super-regional shopping and leisure destinations. Over the past three years, Alex has helped drive the success across Continuum’s eight attractions, with highlights including a 30% increase in fans visiting across ITV’s Coronation Street Experience and Emmerdale Village Tour, The Real Mary King’s Close being named the UK’s No.1 Visitor Attraction by TripAdvisor in 2023, and the acquisition and relaunch of The Loch Ness Centre.
