ABOUTBuilt from experience.
Shaped by the work.
ABOUT SALT + COMPANYBuilt by an operator.
SALT + COMPANY is an executive advisory firm founded by Alex Kelly in 2016.
The work is grounded in a simple belief: advice about how to run a business should come from an understanding of what it actually takes to run one.
Alex has spent her career moving between strategy and execution, working with leadership teams on complex problems, building the structures behind growing organizations, and stepping inside businesses when the work required more than advice.
THE STORY
From advisor to operator, and back again.
SALT began as a consulting practice, working with organizations including Uber, Onlia, ATS Traffic, ATSSA, Brightshores Health System, and CABN on strategy, operations, stakeholder engagement, and complex initiatives.
One of those engagements changed the trajectory of the firm.
After initially advising CABN on strategic operations and government-funded programs, Alex was invited to join the company full-time as Chief Operating Officer and Board Director.
Over the following years, she helped build the company through a significant period of growth. Her work spanned operations, people, governance, systems, communications, partnerships, and capital, including supporting a major venture-capital-led financing round.
It also meant experiencing growth from inside the business, with responsibility for turning strategy into decisions, systems, teams, and day-to-day execution.
SALT today is shaped by that experience.
THE SALT APPROACHGood advice has to survive contact with the actual business.
The right answer on paper isn't always the right answer for the business.
SALT's work is grounded in the realities of the organization: its people, capacity, ambitions, and constraints. The goal isn't more recommendations. It's clarity on what matters, what comes first, and what will actually work.
WHY SALT?Salt makes everything better.
For centuries, salt was essential, valuable, and worth trading. It preserved what mattered and made what was already there better.
SALT was built on a similar idea: sometimes what makes the difference is knowing what to add.
ALEX KELLY/FOUNDERStrategy is useful. Knowing how to make it work is better.
Alex Kelly is an operator and executive advisor who has spent her career working with leadership teams through growth, change, and complex decisions.
Her experience spans executive leadership, consulting, and governance, with work across technology, infrastructure, healthcare, and professional services.
Alex holds an MSc in Health Systems Management and a postgraduate diploma in Public Health from the University of London, alongside a BA from Queen's University. She brings experience as a COO, board director and executive coach.
OTHER WAYS TO WORK WITH ALEXSpeaking
Alex speaks and facilitates conversations on leadership, operations, organizational growth, and what it actually takes to build companies through change.
Coaching
One-to-one advisory for founders and executives working through complex decisions, leadership challenges, and periods of significant change.