Alexander Staartjes

Chief Operating Officer

After being born and raised in the Netherlands, Alexander pursued International Hospitality Management at the Ecole hôtelière de Lausanne in Switzerland, specializing in Corporate Finance. He then moved to Asia to join Six Senses Resorts and Spas, where he oversaw the establishment of the loyalty program for Soneva Resorts. His subsequent move to London expanded his role to include initiating strategic partnerships and business development for the hotel group. After leaving Six Senses, Alex pursued an MBA in Paris before joining Pernod-Ricard in London. There, he headed the marketing of Pernod-Ricard's prestige brand portfolio in the UK and established the direct-to-consumer business for the group's top-end offerings. In 2018, he was tasked with leading the global direct-to-consumer strategy for Pernod-Ricard's champagne and cognac brands, prompting a move to Paris, where he remains based with his family. In 2023, Alex joined Crurated to establish its spirits offering and took the position of C.O.O. in May 2024.