Alexa Hall

Director of Growth Feals

Alexa has spent the last decade scaling DTC brands across health, beauty, wellness, and lifestyle — managing over $185M in digital ad spend and leading full-funnel strategies that drive both efficiency and brand growth. Most recently, she led paid social at FIGS (NYSE: FIGS), where she drove a 48% drop in modeled paid social CAC and a 94% YoY lift in paid social new customers — managing seven figures in monthly ad spend and shaping channel strategy during a pivotal growth period. She was also part of the first in-house team, helping transition FIGS from agency-led to internal media buying. She is also expanding her skill set into finance and capital allocation as a CFA candidate, deepening her understanding of unit economics, retention dynamics, and the long-term levers that build durable brands.

Monday, August 11: Search Summit

1:40 PM SEARCH: Panel Discussion: Optimizing Your Media Mix for 2025: Embracing Emerging Channels & Testing Evolving Strategies

In the rapidly evolving landscape of digital marketing, staying ahead requires a dynamic approach to media planning and strategy. As we navigate 2025, emerging channels like connected TV, retail media networks, and AI-driven platforms are reshaping how brands connect with their audiences. This panel will explore how to optimize your media mix by embracing these innovations and testing new strategies to drive measurable results in an increasingly competitive market. Expect to hear about: 

  • Allocating digital marketing budgets efficiently amidst rising media costs and changing ROI metrics 
  • Rethinking traditional and new media strategies to drive top-of-funnel growth in a multi-channel environment  
  • Considering how retail media fits into your mix  
  • Harnessing zero- and first-party data more effectively to enhance customer insights and targeting 
  • Adapting platform strategies as customers interact across touchpoints throughout their journey 
  • Redefining KPIs to reflect the shifting priorities and outcomes in a rapidly evolving media ecosystem

Check out the incredible speaker line-up to see who will be joining Alexa.

Download The Latest Agenda