Alex Birkett is Co-Founder and Head of Growth at Omniscient Digital, a B2B content and organic-growth agency with roots in Austin, Texas, which he co-founded after growth and experimentation roles at HubSpot, Workato, CXL, and LawnStarter. He is known for treating content as an experimentation system, including the Surround Sound strategy he helped build and automate at HubSpot.
From LawnStarter to Workato
Birkett studied advertising at the University of Wisconsin and joined LawnStarter soon after its TechStars demo day, before the seed round. He then joined CXL, which he has called his graduate school in data-driven marketing and experimentation: writing, A/B tests, learning R, and working conferences in Austin and Tallinn.
At HubSpot he worked primarily on user acquisition and built internal data products that automated collection for a Surround Sound content strategy. He later managed experimentation at Workato. In a Help Desk Migration interview, he named those HubSpot data products and signing Omniscient's first large client as career milestones he is proudest of.
Co-founding Omniscient Digital
Birkett co-founded Omniscient Digital with David Ly Khim, who serves as CEO, while Birkett leads growth. The agency helps funded B2B and SaaS brands scale through content, SEO, and AI-search work, and Sydney Triggs leads editorial and creative on the same roster.
In the same interview Birkett said the most exciting part of the agency is creative energy, including launching a podcast, and that he feels most fulfilled when he can build from zero while doing data, writing, and relationship work. He also quoted Naval Ravikant's line "Play long term games with long term people" as a favorite reminder against short-term chasing.
Habits of Experimentation
Birkett's public writing and talks treat failed tests as normal: most experiments do not produce a positive return, so volume of honest at-bats matters if learning is the goal.
He has described himself as relentlessly resourceful and a ravenous learner, and he still frames Surround Sound-style multi-surface content as a low-cost strategy with direct and indirect return.