Since the 1980’s Cherry has built a reputation for dedicating herself to athletics, working with thousands of athletes and volunteers alike to ensure athletics events across the length and breadth of the country run smoothly.
Alexander’s first job at Nike UK was working under the leadership of Brendan Foster and organising the first years of the Great North Run.
Cherry has been involved in athletics for over 37 years, and has been instrumental in the success of British Athletics Major Events over the last two decades, working across a multitude of domestic and international competitions. She played a significant part in the athletics competition delivery during the London 2012 Olympic and Paralympic Games.
Cherry received an MBE at the end of that year for services to sport and is a previous winner of the Sunday Times Sportswomen of the year ‘Unsung Hero’ Award. Her biggest success has undoubtedly been in delivering numerous major events on British soil and in playing a leading role in the best-ever staging of the IAAF World Championships and World Para Athletics Championships in London in 2017.
In November 2017 Cherry was awarded the IAAF Woman of the Year title, and continued to deliver excellence for the world governing body helping ensure the successful staging of the IAAF World Indoor Championships in Birmingham in March 2018.