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Alexander Sloan

Co-founder & CTO, Motion

MarketingToronto

Alexander Sloan is a co-founder and the CTO of Motion, the Toronto creative analytics company he started in 2021 with Reza Khadjavi and David Berglas. The three met at Hubba, where he was a software engineer, and in 2015 co-founded Shoelace, an app that automated Facebook advertising for Shopify merchants. He studied mathematical statistics at Wits University.

Alexander hasn’t spoken on a TechTO, TechVancouver or TechWaterloo stage. This profile is here because Alexander co-founded Motion, which appears in 2 talks in the archive.

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Article
How adtech startup Shoelace ended up at the brink of deathBetaKit
2024

Quick answers

Who is Alexander Sloan?

A co-founder of Motion. BetaKit's September 2024 Series B story names him as CTO in the founding trio with CEO Reza Khadjavi and David Berglas, Inovia Capital's founder page lists him as Co-Founder & CTO, and Motion's careers page, checked in September 2026, still names Alex as CTO.

What did Alexander Sloan do before Motion?

BetaKit reported in September 2024 that he was a software engineer at Toronto startup Hubba, where he met Khadjavi and Berglas. The three co-founded Shoelace in 2015, which simplified Facebook ad setup for Shopify stores. Inovia's founder page describes Shoelace as one of the first apps built on Shopify to automate social advertising.

How did the Motion founders start working together?

In BetaKit's September 2024 feature on Shoelace, Sloan recalled sharing a crammed office at MaRS with Khadjavi at Hubba: Khadjavi built the frontend of features and Sloan built the backend.

Where did Alexander Sloan study?

Inovia Capital's founder page lists a B.Sc. in Mathematical Statistics from the University of the Witwatersrand.

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Maintained by TechTO · facts sourced and dated · last reviewed Sep 16, 2026