Alex Friedman is a MDP at BCG.X, BCG’s tech build and design unit, and a core member of the Consumer Practice. Alex co-leads BCG’s InnovateHer initiatives, and advises global CPG and consumer health brands on strategy, innovation and go-to-market planning. Prior to BCG, Alex spent nearly a decade as co-founder and co-CEO of LOLA, a digitally native, omni-channel personal care brand for women.