Alex Athananassoulas

Alex Athananassoulas, President & CEO, STIRIXIS Group

Retail Experience Case Study , UAE.

Alex Athananassoulas,
President & CEO, STIRIXIS Group


Alex holds a Masters in Civil Engineering (MCivEng) from Aristotelian University of Thessaloniki Greece and a Master in Business Administration (MBA) with distinction, from the Adam Smith Business School of Glasgow University in Great Britain.

He is certified in Project Management from the International Project Management Association (IPMA), certified in Strategy and Innovation from the International Customer Service Association (ICSA) and an eminent public speaker about Systems Thinking and its tools for Maximization of ROI. 

Alex is also a founding member of both the Greek and the Romanian Chapter of CEO Clubs International, the world’s biggest CEO organization, currently a member of the Advisory Board. He is also currently the president of the Greek Alumni Association of the University of Glasgow, a member of the Advisory Board of the Athens Customer Experience Festival, an elected member and Secretary General of the Board of the Greek Nigerian Chamber of Commerce and Technology, an elected member of the Board of the British Hellenic Chamber of Commerce, and he has served as elected member of the Hellenic Institute of Marketing from 2010 to 2013. 

His work in design, development and implementation of innovative “Systems Thinking” at different business sectors, place him at the forefront of Business Development and Business Consulting.

He has been published with a great number of technical and business articles in the National and International Press.  Alex was recognized as the Best European CEO in Retail Development from European CEO Awards in 2015.



Strategic CX Design as the key driver of Systemic Change in Retail: The case of Mister Baker chain in UAE

  • The Mister Baker Chain throughout the years, its new differentiation and positioning in the UAE market
  • CX as the main vehicle of strategy implementation and as the driver for a systemic business transformation
  • The impact on CX design on overall business operations and planning
  • Results of the first months of implementation



ACEF 2018