The Author
Alex Hultgren
Alex Hultgren has spent 20+ years helping businesses figure out why customers stay, why they leave, and what to do about it — first inside marketing organizations at Ford, Polaris/Victory Motorcycles, and Haworth Marketing + Media (running the Walmart account), and now as a fractional CMO for growth and turnaround-stage companies backed by private equity.
His clients span automotive, healthcare, CPG, real estate, and engineering services, but the mandate is usually the same: find the gap between what the business believes about its customers and what's actually true, then build a marketing function that still works after he leaves. That last part matters to him — he'd rather hand a client a system they can run themselves than a dependency they can't.
The Three Knows of Marketing is that system, written down. Alex holds an MBA from Michigan Ross and a BA in Economics from UCLA, and is a partner at the Chameleon Collective.
His clients span automotive, healthcare, CPG, real estate, and engineering services, but the mandate is usually the same: find the gap between what the business believes about its customers and what's actually true, then build a marketing function that still works after he leaves. That last part matters to him — he'd rather hand a client a system they can run themselves than a dependency they can't.
The Three Knows of Marketing is that system, written down. Alex holds an MBA from Michigan Ross and a BA in Economics from UCLA, and is a partner at the Chameleon Collective.
Background
Experience & Expertise
Over 20 years in marketing leadership, spanning corporate brands and fractional CMO work for PE-backed companies in growth and turnaround situations.
Corporate leadership: Ford Motor Company (North America digital media, Ford of Europe digital communications), Polaris/Victory Motorcycles (Director of Marketing), Haworth Marketing + Media (VP & Executive Media Director, Walmart account).
Fractional CMO engagements: Companies across automotive, healthcare, CPG, real estate, and engineering services — including EduMind/School of PE, Versalift, Carputty, AdvoCare, FullSpeed Automotive, and others through the Chameleon Collective.
What clients typically bring him in for: a marketing budget that isn't producing, a customer story that's gotten muddy, or a growth plan that needs an outside operator to build and then hand off.
Credentials: MBA, Michigan Ross School of Business. BA in Economics, UCLA. Partner, Chameleon Collective.
Corporate leadership: Ford Motor Company (North America digital media, Ford of Europe digital communications), Polaris/Victory Motorcycles (Director of Marketing), Haworth Marketing + Media (VP & Executive Media Director, Walmart account).
Fractional CMO engagements: Companies across automotive, healthcare, CPG, real estate, and engineering services — including EduMind/School of PE, Versalift, Carputty, AdvoCare, FullSpeed Automotive, and others through the Chameleon Collective.
What clients typically bring him in for: a marketing budget that isn't producing, a customer story that's gotten muddy, or a growth plan that needs an outside operator to build and then hand off.
Credentials: MBA, Michigan Ross School of Business. BA in Economics, UCLA. Partner, Chameleon Collective.
Work Together
Get in Touch
Have a marketing challenge you want a second opinion on, a question about the book, or interest in bringing Alex in as a fractional CMO? Reach out directly, or follow along on LinkedIn and YouTube.
Free Assessment
Start with the Assessment
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