Alex Bruce-Smith

As Editorial Director at PEDESTRIAN.TV, Alex Bruce-Smith brings more than 14 years of media experience to the home of youth culture. Her early career saw stints at Mamamia and Finder, before she joined PEDESTRIAN.TV as News Editor in 2015, becoming Deputy Editor in 2019. After leading a team of 12 through concurrent lockdowns, she traded youth media for luxury fashion, leading the digital transformation of Are Media's luxury fashion titles ELLE Australia and Marie Claire Australia. She set and executed the digital strategy, launching TikTok accounts, grew on site audience, attended Paris Fashion Week, and represented the brand in market. She then returned to Pedestrian Group as PEDESTRIAN.TV's Head of Editorial, bringing her unique skills of commercial know-how and audience success to revitalising this iconic youth media brand. Following a restructure in 2024, she became Editorial Director, leading audience and content strategy across every touch point. Highlights include more than doubling Instagram and TikTok audiences, growing and commercialising YouTube, launching Pedestrian Group's first in-house podcast Villain Edit, working with our many commercial partners to deliver best in class native work, and leading a team of the best young journalists, writers and content creators in Australia. She's an expert in audience growth, journalism, social media, youth culture, SEO and the emerging field of GEO. However, her first love is words, and she still occasionally writes. In no particular order, she writes about culture, fashion, beauty, current affairs, and pop culture — all the good stuff.