You should try different names and titles for the assistant as well: - Instead of Alex, what about Sarah (?)? - Instead of a standard name, what about a noble rank / recognizable surname (+?)? - Instead of CEO assistant, what about personal assistant (-?), accountant (+?), future candidate of CEO (+?) What about varying the person(s) involved depending on the type of project? If it's a issue of numbers, involve some…
Alex is a good name for this, as it's gender-nonspecific. I tend to assume Alex's are female unless I know otherwise (like Lesley's or Hillary's).
Perhaps different demographics respond better to different names, based on their preconceived notions of class and status. Does a really exotic name change anything?