Alejandro Butler holds a degree in Social Communication from the Catholic University of Uruguay and has more than three decades of experience advising organizations on strategic communications, positioning and public affairs.
He also pursued an extensive teaching career: he taught for 15 years at the Catholic University of Uruguay and later for another five years at Universidad ORT Uruguay.
He began his professional career as a communicator in the agricultural sector. He later joined business consultancy Viña & Asociados, where he became a partner and participated in projects in Uruguay, Argentina and Brazil. That period broadened his experience in management, quality, leadership, team development and communications management, adding an organizational perspective that remains central to his work.
In 1999 he founded communications agency Improfit, which he led for 21 years and from which he contributed to the professional development of public relations and corporate communications in Uruguay. During that period, he designed and implemented strategic advisory, media relations, internal and external communications, content production, crisis management and institutional relations services.
During the early years of that period, and through a partnership between the two firms, Alejandro also served as General Account Director at Compás Publicidad. There he participated in the design and execution of strategies and campaigns for clients including Fagor, Dobarro & Pichel, the Catholic University of Uruguay, the Ministry of Public Health and UTE.
Throughout his career, he has worked for companies across a wide range of sectors, including Conaprole, Itaú, Mercado Libre, Microsoft, Montes del Plata, Nestlé, PedidosYa, Uber and Unilever. He has also advised business chambers, public institutions and civil-society organizations.
After concluding his time at the helm of Improfit, in 2019 he created Butler Positioning & Communications, a consulting firm conceived to project his accumulated experience through a more personal and flexible framework, with a high degree of involvement in every challenge. Communications remains the core discipline of his work, integrated with strategic analysis, positioning, public relations, media relations, internal communications and public affairs.
Today, Alejandro personally leads every engagement and assembles teams tailored to the capabilities required. His work includes analyzing complex environments, building narratives and messages, managing crises, supporting transformation, advising spokespeople and helping companies and organizations participate in conversations of public interest.
This approach is organized through La Trama, a proprietary method that integrates background, evidence, stakeholders, constraints and opportunities to build responses tailored to each situation.
La Trama is Butler’s cognitive operating system. Alejandro developed it specifically for his consulting practice, drawing on more than three decades of professional experience, and it is enhanced by artificial intelligence tools. From this platform, he supports organizations that need to analyze, decide and move forward with sound judgment, personal involvement, exacting quality standards and agility of response.
