Alexandra Watkins

Alexandra Watkins, Chief Innovation Officer, Eat My Words

A winner of the Make Mine a Million $ Business program sponsored by American Express, Alexandra has turned her passion for naming things into a thriving company.

Alexandra first got hooked on naming when Gap hired her to create cheeky names for their first line of body care products. Soon after, she broke into the business by weaseling her way into Landor via a Match.com date. With her fresh, unconventional naming style, Alexandra soon became a go-to resource for countless branding and naming firms around the country. And Landor sent her enough business to open her own firm. Since then, she’s generated thousands of names for snacks, software, sunscreen, social networking sites, sportswear, shoes, sugar scrubs, serums, and seafood. (And that’s just the S’s!) She’s also named lots of things that make you fat and drunk including a nationally recognized bacon cheeseburger (which ironically, must remain nameless).

Prior to Eat My Words, Alexandra was an advertising copywriter, working at leading ad agencies up and down the West Coast, including five years at Ogilvy and Mather, where she helped pimp everything from Microsoft to Mighty Dog. In the mid-nineties she jumped on the dot com gravy train, and rode it until it crashed in her SOMA backyard. Alexandra took the money and ran, spending a year in Australia, New Zealand, Bali and Fiji disguised as a 21-year old backpacker. Upon her return, she followed her true passion and became a namer and soon after started Eat My Words.

Alexandra gets her passport stamped as often as possible. She has eaten her way through 40+ countries where she’s sunk her teeth into local delicacies including barbequed squirrel in Tanzania, ostrich carpaccio in South Africa and stewed camel meat in Libya. Her favorite food is JIF peanut butter, which she once survived on for two days on the remote island of Amantani in Lake Titicaca, Peru. She is an excellent photographer as documented albums from her two latest adventures, My Summer Vacation in Cuba and My Christmas Vacation in Cuba.

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