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Headshot of Piece of Cake Casting Founder Alex Pickford

Co-Founder + Director


The Baroness of Business 


Co-Founder + Director

BEST QUALITIES: Supportive, Tenacious, Intuitive, Calm, Open, and Lucky

FAV FILM: Amelie + Fight Club

FAV TV: Peaky Blinders

YOU'D NEVER GUESS: Alex is a trained yoga teacher and budding yachts woman who has dreams of sailing around the Caribbean as her own Captain!

Alex has been helming businesses for over 25 years, cutting her teeth in New Media when it was in its embryonic stages. She has worked at the Director level for several Media companies, including Vivendi Universal and EMAP. Accolades include a nomination for BAFTA Interactive 2000 and a conference speaker/role model for young women in Technology.


FAV CAKE: Victoria Sponge - it’s a true classic that never goes out of style!

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