Strategy & communication
Positioning, narrative, executive communication, and the message that carries the decision.
Founder-led strategy & product practice
Complexity,
made usable.
Clear thinking, then the delivery to match. For people building something that has to work in the real world.
Alexandru Filip
Founder · Brussels / Bucharest
Founder · Brussels / Bucharest
Strategy / AI / Digital products / Brand
↓ Scroll to begin
The promise
Not advice that evaporates into a deck. The clear call, and the hands to make it real.
What ALFable does
One partner.
Four ways to move forward.
I work where judgement, language, technology, and execution meet. I help teams decide what matters, then build toward it.
AI systems & automation
Practical AI workflows, custom assistants, and automation that removes real work instead of just performing it.
Web & digital products
Websites, apps, and software, designed and built for the people who actually have to use them.
Brand, content & social
Identity, content systems, social direction, PR, and words that make the work understood and trusted.
Selected work
Built to be used.
From a private publishing tool to websites with a sharper point of view. A selection already out in the world.
01Web & mobile app ↗
Private author tools, built around daily publishing work.
A private, offline book vault for indie authors. No cloud account, no AI reading, no tracking.
02Web & mobile app ↗
EWWniverse
A universe designed to make an original world feel discoverable, coherent, and alive.
03Mobile app · coming soon
SLIME
or BYE
or BYE
A mobile experience with a mood of its own.
More soon.
04Website ↗
LIDIAatelier
A digital home for exceptional handmade work.
Website presence for a Bucharest artisan tailoring atelier.
05Website ↗
Oana
Țenea
Țenea
A calm, human place to begin a difficult conversation.
Digital presence for a psychotherapy and psychological support practice.
What people say
Clear thinking leaves
a mark.
Selected, anonymised excerpts from LinkedIn recommendations.
“Alex has an instinctive aptitude for effective communication in any given domain. His ability to quickly understand the technology and core value proposition—and develop the right message for the audience—was outstanding.”
“A powerhouse of knowledge, with an extensive understanding of the media landscape and brilliant ideas. An absolute pleasure to work with.”
“He has a great ability to take your own ideas and make them look very professional—and provide great guidance on a project.”
“Alex combines a warm, professional style with timely execution, strong writing, and a clear understanding of his client’s business and goals.”
About Alexandru
23+ yearsacross Europe
and the US
Strategy is only useful
if it becomes something real.
I’m Alexandru Filip: a communications leader, narrative strategist, and builder. I’ve led European and global communications inside complex organisations, then moved closer to the work itself, helping ambitious teams make clear calls and ship useful things.
I bring the strategic judgement of a senior communications leader and the practical fluency to make a site, a content system, an AI workflow, or a product feel coherent from the inside out.
Head of Communications, Europe
Securitas Group · 22 markets Head of Communications, Brand & Digital
BICS · 100+ countries Independent advisor & builder
2024–present
Securitas Group · 22 markets Head of Communications, Brand & Digital
BICS · 100+ countries Independent advisor & builder
2024–present
The next useful thing
Have a complex
problem worth solving?
Tell me what needs to become clearer, more useful, or more real. I’ll reply personally.