Alexandra Herzog

Alexandra Herzog is a critically-acclaimed and highly sought-after director, movement director, and concert director for theatre, film, television and concert. Her work, seen on stages across Canada and the U.S. and on major television networks, is celebrated for being story-driven, fresh, and precise. Committed to cultivating an empowered creative environment, Alexandra inspires every member of her team to contribute with authenticity and confidence, a practice that deepens the work through freedom and self-trust. A passionate collaborator, she is recognized for leading with kindness, humour, and unwavering dedication. Critics have praised her productions for being “wise,” “pure magic,” and “smart,” and many of her shows have enjoyed sold-out performances.

Her theatre and movement direction credits include Dirty Dancing in Concert (four-time North American tour), Rock of Ages and Mary Poppins (Rainbow Stage), Life After (Mirvish), Nine (SLC), Beautiful Scars (Theatre Aquarius), and Lightning Thief (MTYP). Alexandra’s directorial approach emphasizes connecting performers and audiences through universal human experiences, whether through text, song, or movement. She approaches classical, modern and new work with the goal of inviting audiences to see themselves reflected, using art as a lens to understand the complexities and joys of life.

On television, Alexandra served as movement director on every episode of Seasons 2 and 3 of Apple TV+’s SEE, starring Jason Momoa. Passionate about world-building through movement, Alexandra collaborated closely with producer Joe Strechay (a person who is blind) to create a post-apocalyptic world where every actor and stunt-person portrayed blindness. She worked closely and creatively with the show-runner, episodic directors, stunt co-ordinators, executive producers, and cast to bring the physical world of SEE to life. 

In addition to her work as a director, Alexandra is an in-demand Performer Mindset coach. A certified Life Coach, and the founder of Next Up, Alexandra specializes in helping performers and creatives cultivate confidence, calm, and clarity in their careers. She is the creator of Performer Mindset, a popular coaching program that has empowered hundreds of artists to reach their potential. Her expertise has been featured in multiple publications, most recently on Sirius XM’s The Exhale podcast, where she is recognized as a leading voice in performance coaching.