About Alex Napier Holland

Alex Napier Holland is a product marketer and conversion copywriter who helps B2B technology startups explain why buyers should choose their product. He founded GorillaFlow after a career in international sales and has worked with more than 100 startups and technology brands across more than 200 projects.

His work combines customer research, competitive analysis, product positioning and homepage copywriting. He specialises in making complex technology clear and commercially persuasive.

What Alex does

Product positioning

Alex interviews customers, studies competing products and identifies the advantages that matter most to buyers. He turns that evidence into a clear argument for why a product is the right choice.

Homepage copywriting

Alex writes and wireframes homepages for technology companies. He plans what each section must explain, what proof buyers need and how the page should guide them towards a decision.

Training and advice

Alex shares his approach with founders, marketers, copywriters and design teams through training, podcasts and practical resources.

What shapes Alex’s approach

Experience selling technology

Before moving into marketing, Alex sold enterprise software and technology services. He learned to navigate complex buying decisions, understand different stakeholders and explain technical products in terms of their commercial value.

International business experience

Alex has sold and represented organisations across Europe, Africa, Asia, Australia and the Americas. His earlier roles included international sales for Speedwell Software and business development on behalf of the Commonwealth Secretariat.

Research before writing

Alex’s positioning work begins with customers and the market. He uses interviews and competitive analysis to test internal assumptions and find the reasons people buy, hesitate or choose an alternative.

Strategy carried through to the page

Alex develops the positioning argument and writes the homepage himself. He delivers copy in Figma wireframes so designers can see how the message, evidence and page structure work together.

Who Alex works with

Alex works with founders, marketing leaders, product teams and designers at B2B technology companies. His experience spans SaaS, FinTech, PropTech, developer tools, education technology, AI and other technical markets.

Career and background

Alex graduated in International Relations and Politics, then trained as a journalist in London and worked for SWNS Media Group, the UK’s largest independent press agency.

He moved into international business development on behalf of the Commonwealth Secretariat, then enterprise technology sales at Pearson Education and Speedwell Software.

In 2017, he changed direction from sales to marketing and founded GorillaFlow. He has since focused on product positioning, customer research and conversion copywriting for technology companies. Alex holds a degree in International Relations and Politics from the University of Plymouth and trained in news writing with the NCTJ.

Alex works with clients internationally and has lived and worked across the UK, Australia, Bali and Portugal. His longer personal account is on his Story page.

Working with Alex

Alex works directly with clients on research, positioning and copy. Companies can hire him through GorillaFlow for positioning and homepage projects, or book training for their teams. His portfolio and podcast appearances offer examples of his work and ideas.

Key facts

Frequently asked questions

What does Alex Napier Holland do?

Alex helps technology companies understand what customers value, position their products and explain that value on their homepages. His work spans research, strategy, copywriting and Figma wireframes.

What is Alex’s relationship to GorillaFlow?

Alex founded GorillaFlow in 2017. It is the business through which clients can commission his positioning and homepage copywriting work.

Does Alex work with companies outside the UK?

Yes. Alex’s career includes international technology sales and marketing work, and he works remotely with clients in different markets. Most of his clients are based in the United States.

Where can I read more about Alex’s background?

Read Alex’s Story for the fuller account of his career and personal journey.