Alexandra (Alex) Hay-Plumb is Impact & Product Director at KIRKBI A/S, the holding and investment company of the Kirk Kristiansen family, best known for owning the LEGO Group. Her work is focused in the area of Playful Learning, a key pillar of the long-term family vision with a focus on delivering real learning outcomes for children by building a leading position in digital learning. She also serves as Strategy Partner to the LEGO House, also known as "Home of the Brick", a one-of-a-kind experience house open to children and adults of all ages, who want to develop creatively and explore the endless possibilities for Learning through Play through the LEGO brick.

Prior to KIRKBI, Alex was part of the founding team at Generation, a global not-for-profit organization founded to drive economic equity, by transforming education to employment systems to prepare, place, and support people into life-changing careers. Her final role was as Chief Partnerships Officer, leading a multimillion dollar portfolio of multinational corporate and philanthropic partnerships. She has a degree in Natural Sciences (Physiology, Development and Neuroscience) from the University of Cambridge, and a background in consulting with McKinsey & Company.