Alex Uprichard

Across 24 years in the industry, Alex has worked across a spectrum of marketing disciplines: at agencies, media owners, and as a business/brand owner in her own right. She began her career as a TV planner buyer before moving into sponsorship and partnerships at Viacom. She later founded Mums in the Know, an online parenting community, which she scaled and sold. Alex joined IMA in 2019 to build out its paid, owned and earned media team, and was appointed Managing Director in 2023. Her focus is on agency excellence, global expansion, technology development, and ensuring IMA a place for long and rewarding careers. She was the inaugural IPA City Head for Leeds, Yorkshire and Humberside and is now a member of the IPA Council.