gtme.ai
Alexander Ford — Go-To-Market Advisor
  • Embedded between CMO and CRO

About

Alexander Ford

Go-To-Market Advisor

Over a decade across e-commerce, SaaS and fintech — as a founder, an embedded executive, and an advisor. I co-founded Claro, the UK's first financial coaching app, backed by £7M+ in funding, and served as Chief Growth Officer (contract) at Flawless, the Hollywood AI film-technology company.

I embed. Sometimes on the org chart. At ClearScore I was Director of Special Projects; at Flawless I ran growth from the inside. GTME is the same model as a bespoke consultancy: principal-led, between the CMO and CRO, building with your team — and the capability stays when I leave.

The psychology claim isn't a slogan. At Space Between — one of only two UK agencies running a biometric research lab — I led commercial growth while the lab measured how real buyers respond: EEG, eye-tracking, galvanic skin response. I spoke on that work at UX Cambridge in 2018, and Econsultancy covered it. Buying is human. It always was.

  • Principal-led: one person, one NDA
  • The capability stays when I leave

The Arc

Over a Decade Across E-Commerce, SaaS and Fintech

  1. 2017–2019 · Space Between

    Measured, Not Opined

    Commercial lead at one of only two UK agencies running a biometric research lab: EEG, eye-tracking, galvanic skin response, facial coding, applied to how real buyers respond. Quoted in Econsultancy; spoke at UX Cambridge 2018.

    A spiral-bound report titled "ASOS UX Lab Test" on a wooden desk
    A lab test report from the biometric years, 2018.

  2. 2020–2024 · Claro

    The Founder's Chair

    Co-founded Claro, the UK's first financial coaching app, backed by £7M+ in funding. Led sales, marketing and growth with the co-founders and built the team to 32. Everything I now do for clients, I first had to do for myself.

    A red Claro billboard reading "Say bye now to Buy Now Pay Later" above the steps at Canada Place, Canary Wharf, with commuters passing
    Claro on the big screen at Canary Wharf, 2021.
    An advertising van carrying the Claro "Say bye now to Buy Now Pay Later" campaign, parked outside the Bank of England
    The same campaign on the road outside the Bank of England.
    The Claro wordmark beside a Boring Money "Best New Investment Platform 2022" badge
    Boring Money named Claro Best New Investment Platform, 2022.

  3. 2024 · ClearScore

    Embedded at ClearScore

    Director of Special Projects for six months: financial guidance, educational content and AI enablement across one of the UK’s largest consumer fintech platforms.

    I embed. Sometimes on the org chart.

  4. 2024–2026 · Flawless

    Chief Growth Officer, Flawless

    An 18-month contract at the Hollywood AI film-technology company behind TrueSync. One of the hardest-to-reach buying committees in media, attached to a very high ticket. Proof that "embedded at C-level" is literal.

    Alex Ford being filmed on a small studio set in front of a Flawless logo
    On set at Flawless, 2025.
    A Fast Company "Most Innovative Companies 2025" award standing on a desk, engraved Flawless
    Flawless was named in Fast Company's Most Innovative Companies 2025.

  5. 2022–present · Mentor and judge

    Giving the Judgement Back

    FinTech mentor at Rise, created by Barclays; mentor at Google Startups Hub and Innovate Finance; judge at Kent Business School's ASPIRE start-up finals.

    A lecture-room screen showing "ASPIRE Pitching Finals 2025" above a University of Kent lectern
    Judging the ASPIRE start-up finals at Kent Business School, 2025.
    An acrylic plaque for a Rise FinTech Mentoring session naming Alex Ford, CMO and Co-founder, Claro Money
    Mentoring at Rise, created by Barclays.
    Alex Ford seated with a notebook, listening intently during a pitch
    Listening to a pitch at the ASPIRE finals.

The Work Before This

Earlier: e-commerce systems for brands including ASOS, the Royal Collection, PrettyLittleThing and Fraser Hart — payment, checkout, conversion. Certified on the platforms of the day; PRINCE2, Agile and systems architecture underneath.

Certified On The Modern Stack

Certified on the tools, which is exactly why I know the tools aren't the answer.

Credentials

  • FMH Top 30 Fintech Marketers 2023
  • FCA Innovation Programme
  • Speaker, UX Cambridge 2018
  • Judge, Kent Business School ASPIRE
  • Mentor — Rise (Barclays), Google Startups Hub, Innovate Finance
“Alex combines the strategic thinking of a founder with the hands-on execution of an operator. He doesn't just tell you what to do — he builds it with you.”
Justin Basini

Justin Basini

CEO & Founder, ClearScore

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