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One Sliding Door Moment Led to a Career of 20 Years

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16th January 2025 in

One Sliding Door Moment Led to a Career of 20 Years

In 2003, a chance encounter at the Morley Galleria set Alex Gavalas on the path to becoming a Senior Advisor and Partner at Bonfire.  

Walking with his brother Peter and their mother, they bumped into Peter’s university friend, Andrea Ivins. That meeting led Peter to a role at ‘ineedhits’, a business that brought the Gavalas brothers into digital marketing.  

George soon joined Peter, and in 2005, Alex joined his brothers, starting with link-building and mastering SEO fundamentals. “Life is full of sliding door moments,” he reflects. “None of this might have happened if it hadn’t been for seeing Andrea that day.” 

Building on Proud Achievements 

When reflecting on his career, Alex highlights two achievements that mean the most to him: supporting the Cancer Council Western Australia and fostering a positive work culture at Bonfire. 

“One of my proudest achievements has been partnering with Cancer Council Western Australia,” he shares. “Cancer touches everyone in some way. Helping them onboard and supporting their fundraising efforts has been incredibly rewarding. Knowing our work plays a role in supporting those affected fills me with pride.” 

Equally noteworthy to Alex is the culture he’s helped build at Bonfire. 

“Maintaining a positive work environment while achieving consistent growth has been just as rewarding,” he says. “It’s about balance—supporting each other and creating an environment where the team can thrive.” 

The Role of Curiosity and Data in Marketing 

For Alex, the appeal of digital marketing lies in its measurable and accountable nature. “It’s where curiosity meets data,” he explains. “You can test, learn, and adapt. If something works, you know it works. If it doesn’t, you can pivot and try something new.” 

While his passion for analytics drives his work, Alex never loses sight of the human connection. 

“At the end of the day, marketing isn’t just about numbers; it’s about understanding people. Whether targeting businesses or consumers, you’re always speaking to humans.” 

Career Advice: Align, Adapt, Achieve 

For aspiring marketers, adaptability and continuous learning are essential. “The industry evolves quickly. If you’re not learning, you’re falling behind,” Alex advises. Finding the right fit is just as important. “Choose a business that aligns with your values. If it feels right, stick with it and grow.” 

He encourages candidates to actively evaluate potential employers during interviews. “You’re not just being interviewed. You must also interview the company. Make sure it’s the right fit for you.” 

Finally, balance is the key to long-term success. “It’s not about working harder; it’s about working smarter. That’s how you avoid burnout and thrive.” 

Sliding Doors, Full Circle 

“If not for that day at the Morley Galleria, life could’ve been so different,” Alex reflects. “I might’ve become a pilot instead. But I’m grateful. It’s been an incredible ride.” 

For him, success isn’t just about results. It’s about people, culture, and the lessons learned. All sparked by a chance encounter. 

To Round off Any Fun Facts to Share?  

“I mainly only listen to Greek music,” Alex shares. 

Saving the Best Fun Fact for Last 

“My close friend Sarandy, brother Peter, and I had an entertainment company called Melodia Entertainment. We brought over live Greek acts to perform at HBF Stadium. It was an exciting time, connecting people with the music and culture we love.” 

Alex’s journey is driven by curiosity, guided by balance, and rooted in human connection. His advice for those starting out in digital marketing is clear: stay adaptable, align your work with what matters to you, and never stop learning. 

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