BROOKLYN, NY, June 8th, 2026 – As brands push beyond fragmented channel strategies, Part and Sum, a strategic growth consultancy in Residence, is betting on a more connected approach to growth.
Alex Namatevs, Director of Media and Growth at Part and Sum
The strategic consultancy today announced Alex Namatevs as Director of Media and Growth, bringing 15 years of experience across DTC ecommerce, omnichannel retail, beauty, lifestyle, and CPG brands. She joins Part and Sum’s push to integrate media, creative, and measurement into a single growth system, moving away from the channel-by-channel thinking that defines much of the industry.
Alex has led media strategy for brands including Rare Beauty, Unilever Prestige, and The UPS Store, with a track record of building full-funnel programs that connect performance to brand impact.
Alex’s background spans both agency and brand-side roles, giving her a strong understanding of how to translate business goals into growth strategies. Her work at Part and Sum will focus on helping brands move beyond channel-by-channel thinking and toward more connected systems for growth.
Most media still optimizes channels, not businesses. Alex is part of a small group of leaders who know how to connect the two and prove it.
Jim Babb, CEO of Part and Sum
“I’m excited to join Part and Sum because of how the team approaches growth as a connected system, bringing together media, creative, measurement, customer insight, and business strategy,” said Alex Namatevs. “That perspective aligns closely with how I’ve worked throughout my career, and I’m looking forward to partnering with the team to help brands navigate what growth looks like now.”
About Part and Sum
Part and Sum is a strategic growth partner for brands. They help teams turn customer insight into action across brand strategy, creative, media, and measurement — working as one system. They pride themselves on being "a creative team's best friend," equipping their partners with insights, validation, distribution, and measured impact. For more information about Part and Sum and its innovative approach to strategy and integrated creative services, visit partandsum.com.
About Residence
Residence is a global network of creative companies united by a shared mission: to empower creative potential. Its companies bring deep expertise across branding, experiential marketing, digital products, media, and community-building, working collectively to help ambitious organizations make a meaningful impact. Residence was founded to champion best-in-class creative work while supporting the talent and culture that make it possible. For more information, visit residence.co.