Alexandra is the founder of Immersionn, a creative media technology company that builds 3D online worlds for businesses. She is also the UK lead for ‘Women in Immersive Technologies’, a community of 3000 members that aims to empower European women working in XR. She is also co-chair of the UK5G Creative Industries working group reporting to the department in charge of Digital, Medias, Culture and Sport (DCMS). Prior to this, Alexandra pursued an international business career at insurance firm, Allianz, managing an $100M global business. She has also worked all over Europe during her 11 years at Sony Ericsson and had a solid experience designing and launching software and service products, particularly covering user experience design and continuous improvements. She also led large scale operations for mobile phone repairs and remanufacturing.