Alex Friedman is the co-founder of LOLA, the disruptive company changing the feminine care industry. With product transparency and a community built on candid dialogue, her brand has changed the reproductive care space for the better, an accomplishment that has helped her raise over $25 million in funding. Its products are free of harmful toxins, dyes, or synthetic fibers, and are made of 100% organic cotton–and, if that wasn’t enough, LOLA also gives back to women in need across the U.S. Before co-founding her game-changing business, Alex led analytics at Flurry Analytics (acquired by Yahoo in August 2014) and was a consultant at Boston Consulting Group in New York. She also has an MBA from Wharton Business School and received her undergraduate degree from Dartmouth College. When she isn’t leading LOLA, she is actively involved in an education non-profit, Young Women’s Leadership Network. Wondering what this boss does to start her productive day? She tells us her morning routine below. 

6:45 A.M. I haven’t set an alarm since my daughter, Vivian (1-year-old) was born! I wake up as soon as I hear her babbling in her room, usually between 6:45-7:15am. She’s a great natural alarm clock! Often my husband and I grab her and a bottle and hang out together in our bed for 15 minutes while we adjust to the new day.

7:30 A.M. We always try to take a family walk to the park by our apartment with a smoothie or a coffee. It’s nice to start the day with family time and some fresh air (when the weather permits!).

8:00 A.M. I make scrambled eggs and cut some fruit for Vivian, while her nanny arrives just in time to help me feed it to her! While she eats (and throws) breakfast, I get myself ready to head downtown to LOLA’s office in Chelsea. After breakfast, Vivian often gets ready with me (for example, she’ll join me in the bathroom while I blow dry my hair or we’ll brush teeth together) – I’ve found that having a routine that incorporates both mine and my daughter’s needs is key to getting out the door, especially when it’s super early and my brain isn’t fully “on” just yet!

9:00 A.M. I try to be at my desk at the office around 9am, where I usually greet my co-founder Jordana and go over any urgent morning tasks. Now that she’s on parental leave, the scope of what I’m working on has expanded, so my morning to-dos are a little different. At 9am, I’m typically checking in on overnight sales, replying to emails, prepping for morning interviews (we’re hiring!), and getting ready to meet with at least one member of our leadership team.

9:30 A.M. We’re actively building out our team, so I have 9:30-10:30am blocked on my calendar five days a week to meet with interview candidates! It’s one of the best parts of my day getting to know these marketers, operators, and brand builders from all types of businesses, and to learn what they’ve been working on and how they could contribute to our organization. I’m definitely a morning person so I try to take these meetings bright and early so I can make a great impression!

10:30 A.M. I typically transition back to an internal focus mid-morning. I meet with a member of our leadership team daily to understand how every area of the business is performing, where the roadblocks are I can help remove, and whether there is thought partnership I can provide to move projects or strategies along. If I make it to 11am without texting Jordana about something inane I miss talking to her about, I consider it a productive morning.

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