The Trade Desk
Lead GM, Global Growth Strategy, following leadership chapters in trading strategy, executive advisory, product prioritization, and commercial operations.
Factual professional profile
Alexander J. Perrin
Chicago-based executive growth, AI, and technology leader with a record of building commercial organizations, scaling advertising technology, advising enterprise marketers, and translating complex systems into operating plans.
LocationChicago, Illinois
Current focusGrowth, AI commercialization, and operating design
FounderPatient Protect and Penrose Interactive
AuthorRADIX, published in 2025
Professional summary
Alexander J. Perrin is an executive leader whose work spans growth strategy, go-to-market leadership, client service, product prioritization, AI commercialization, and market education. His career has centered on advertising and media technology, with parallel founder work in healthcare compliance software and a long-running independent practice.
At The Trade Desk, his leadership chapters have included trading strategy, a global CMO advisory practice, product and go-to-market prioritization, and global growth strategy. Across those roles, he has overseen a $5B+ media portfolio, led a 170+ person GTM and client-service organization, and built a 40+ person CMO advisory practice from zero.
Current affiliations
Patient Protect
Co-founder and CEO of a HIPAA compliance and security platform for independent healthcare providers.
Penrose Interactive
Founder of an independent practice spanning design, web development, performance marketing, advertising technology, product translation, and strategic consulting.
RADIX
Author of a book and related body of work about the hidden systems that redirect human effort, motivation, and attention.
Prior experience
Adelphic / Viant
Vice President, Programmatic Strategy. Led commercial, service, strategy, and product-innovation work during the rebuild and scale of the Adelphic DSP; founded Programmatic University and supported Viant's IPO positioning and roadshow.
Rocket Fuel
Joined as employee 99 before the company's IPO. Progressed from DSP operations and AI/ML model testing into global technology consulting, corporate strategy, CMO advisory, analyst relations, and AI thought leadership.
iCrossing / Hearst
Helped establish the agency's display practice and served on the technology selection work that informed Hearst's acquisition of the Red Aril DSP.
Tribune Publishing
Worked in digital ad operations and helped integrate an early supply-side platform across a legacy publisher.
Education
Master of Science, Integrated Marketing
Roosevelt University
Bachelor of Business Administration, Marketing Management
Davenport University
Selected bodies of work
01The Marketing Activation Platform2014 market thesis and enterprise technology framework->
02Penrose InteractiveIndependent creative and strategic practice->
03Published WorkWriting, speaking, and market education grounded in practice->
04Patient ProtectHealthcare compliance and security software->
05RADIXBook and systems-of-the-mind research->