Alex Friedman is a core member of X.Ventures, Consumer and Principal Investors & Private Equity (PIPE) practices at BCG. Alex leads consumer packaged goods (CPG) for X.Ventures, and oversees the X.Ventures PIPE strategy in North America. Before joining the firm, Alex was Co-CEO/Co-Founder of LOLA, a mission-driven, omni-channel women’s health brand, where she continues to serve as an advisor.