Digital director spotlight: Alex Schmelkin: 'corporate boards that lack leaders who are fluent in digital media are doing their shareholders a disservice.'.

• Position: DIRECTOR RECRUITING - Company overview - Interview

Alex Schmelkin is a 36-year-old digital entrepreneur who has been helping companies build their businesses online since 1994. He is CEO of Alexander Interactive (Ai), which he co-founded in 2002 (http://alexanderinteractive.com). Under his direction Ai has grown from a small web agency to a full-scale web design and engineering firm. He had previously co-founded and grew another web design firm that was acquired by Avatar Technology. The New York-based Ai has won prestigious industry awards, and Schmelkin regularly speaks at technology conferences and trade shows and is quoted in the national business and trade press. In September 2012 he joined the growing ranks of digital experts being named to corporate boards when he became a director of United Stationers Inc., a leading wholesale distributor of business products with 2012 net sales of S5.1 billion. In the following Q&A, he fields a few questions from Directors & Boards on his directorship and the need for digital expertise in the boardroom.

--James Kristie

Tell us a bit about Alexander Interactive and what you do?

Ai is a full-service agency that defines and implements digital commerce experiences. We are dedicated to the principle of Transactional Intelligence, which focuses on behavior, action and measurable success. Ai builds award-winning websites for clients including Lowe's, Saks Fifth Avenue, Schwinn, Citi, Pepperidge Farm, and Envelopes.com.

Is United Stationers your first corporate board position?

I have previously served on the boards of private companies in which I was a founder or equity partner. This is my first board position on a corporate board at a public company.

Did the invitation take you by surprise?

I wasn't sitting around waiting for a phone call to be invited to interview for a director position on a major corporate board, so yes, there was some degree of surprise when I was approached to participate in the interview process.

Had you ever thought of going on a corporate board?

I have become more and more interested in board service the past few years. As my responsibilities at Ai have grown to focus on C-level executive and boardroom advocacy for our projects, I've wanted exposure to what things are like on the other side.

How did the company come to know about you?

I met the chairman of United Stationers a number of years ago when he was CEO of another company. He left me with a very positive impression as an executive leader who understands the critical role...