Alexandra is the founder of Immersionn, the world’s first VR Discovery Engine and she is also the UK lead for ‘Women in Immersive Technologies’, a community of 1000 members that aims to empower European women working in XR. She is also a member of the UK5G Creative Industries working group reporting the department in charge of Digital, Culture, Media and Sport (DCMS). Prior to this, Alexandra pursued an international business career at insurance firm, Allianz, managing an £80M global business. She has also worked all over Europe during her 11 years at Sony Ericsson (now Sony Mobile) and has solid experience designing and launching software and service products, particularly covering user experience design and continuous improvements. She also lead large scale operations for mobile phone repairs and remanufacturing.