Matthias Alexander

West Edmonton Mall | Alberta & U.S. Operations

• Led Canadian operations and growth strategy for a high-volume retail kiosk brand specializing in luxury, giftable confectionery products.
• Scaled in-mall performance through boots-on-the-ground marketing, live activations, sampling systems, and high-energy customer engagement.
• Designed and implemented commission-driven sales systems, daily sampling caps, and performance tracking that increased top-performer output by approximately 25% over low performers.
• Recruited, trained, and managed teams at a peak size of 70–80 employees, developing frontline managers to maintain operational consistency and a strong brand culture.
• Built a culture-first hiring framework, prioritizing kindness, personality, and motivation, resulting in healthy retention and strong brand equity among staff.
• Developed structured coaching systems and clear operational processes to reduce turnover, and improve sales confidence.
• Oversaw in-mall partnerships, viral campaigns, and luxury-positioned branding to drive foot traffic and repeat customers.
• Actively managed difficult personnel decisions when necessary, maintaining performance standards, and business integrity.
• Supported cross-border business operations between Canada and the United States, contributing to expansion strategy, and operational alignment.
• Known for a hands-on leadership style—leading from the front, setting the pace through work ethic, and directly engaging employees to build loyalty and accountability.

Canada, the United States, and Spain.

• Founded and operated a full-service marketing agency, delivering brand strategy, content creation, video production, websites, paid ads oversight, and physical marketing campaigns.
• Executed boots-on-the-ground and digital marketing across Canada, the U.S., and Spain, including expos, trade shows, pop-ups, in-person activations, and QR-based campaigns.
• Produced high-impact short-form and long-form video content across Instagram, TikTok, YouTube, and Google Business.
• Advised business owners on marketing budgets, ROI, brand positioning, and growth strategy.
• Built collaboration campaigns and community partnerships that drove real-world traffic and sales.

• I lived and worked in Boston, delivering on-site bartending and beverage operations training for Moxie's locations.
• Trained bartenders and hospitality staff in English and Spanish, covering drink preparation, service standards, workflow, and bar efficiency.
• Delivered structured training modules and manuals to large groups of 100+ staff at a time, ensuring consistency across teams.
• Led hands-on instruction in bartending techniques, prep systems, cleanliness standards, and opening/closing procedures.
• Supported leadership teams by standardizing beverage execution, and improving speed, consistency, and service quality across operations.