"If it's both terrifying and amazing, then you should definitely pursue it."
Ideas are my thing. I know we need about a hundred before we find "the one"—you could say I thrive on the thrill of the chase. That being said, I am a content strategist and copywriter with 7+ years experience in brand creative and content strategy for very small and very large businesses. I have more than 12 years experience as a photographer for print- and web-based projects. I have my Masters in Strategic Design & Management from Parsons School of Design.
Design research, design thinking, market research, competitive analysis, value proposition analysis, brand positioning, user-experience testing, visual direction, and prototyping
Tone of voice direction, UX writing, brand muses or personas, user-centered, high-level content visions + programs, content auditing, categorization and taxonomies, notification strategy, onboarding strategy, chatbot scripts, and editing for long- and short-form projects
COPYWRITING & EDITING
Brand identities and names, campaign concept directions, scripts, taglines, brand-story writing, and editing for conscious retail + tech products in the well-being, food, fashion, and travel industries
EDITORIAL WRITING & EDITING
Long-form content writing and editing for lifestyle brands and publications primarily in the design, art, fashion, beauty, food, travel, health, and well-being space.
CONTENT STRATEGY LEAD, 2017–present
Content strategy and UX writing for the startup clients of MetaLab like Viome, Finery, and Chan Zuckerberg Initiative.
CONTENT STRATEGIST, 2017–2018
Content strategy and UX writing for the future of the Meetup platform and brand, as well as copy editing for growth marketing and community experience teams.
FREELANCE CONTENT STRATEGIST
Clients include lululemon athletica, Herschel Supply Co., ILIA Beauty, and more. Five years experience writing for web, retail, and social platforms.
COPYWRITER/LEAD COPYWRITER, 2013–2015
Wrote concepts for global campaigns, creating short-form copy and long-form editorials to support retail and community projects. Mentored and edited junior writers.
Freelance Photo Editor, 2012–2013
Worked with the photo studio team to prepare images for lululemon.com. Coordinated with stylists and photographers to streamline our processes and improve product education.
Content Designer, 2013–2015
Born out of a demand for eccentric travel inspiration from my Pinterest followers, I ran the blog collectingwonder.com—an ode to the most beautiful places in this world.
Media & Marketing, 2011–2012
Streamlined the marketing materials (wholesale collateral, website, social media) to increase traffic and other KPIs for this Vancouver-based, now-deceased organic food startup.
Bikram Yoga Vancouver
Sales & Marketing Manager, 2010–2011
Launched digital media (blog, email, social) for these local yoga studios while coordinating in-studio sales and marketing to increase class sizes, social engagement, and ROI.
Social Cognition and Emotion Laboratory, UBC
Research Assistant, 2008–2009
I worked on double-blind studies in Dr. Elizabeth Dunn's lab at UBC, running participants through various research on individual human behavior and social interactions.
PARSONS SCHOOL OF DESIGN | NEW YORK, NY | 2017
Masters of Science in STRATEGIC DESIGN ANd MANAGEMENT
Dove into design process, research, strategy, and management to drive innovation and create results. Ask me about it.
University of British Columbia, BA | Vancouver, BC | 2010
Major: Psychology, Minor: English Literature
Started in the Faculty of Science and finished in the Faculty of Arts, following my passion for human behavior and the written word.
Adobe Creative Suite, Adobe Scene 7, Google Docs/Drive, Keynote, Evernote, Wordpress, Squarespace, Microsoft Office, Skype, Slack, Mind Body Online
Pinterest, Snapchat, Instagram, Facebook, Twitter, LinkedIn, CMS Systems, Corporate Email Generators (Mail Chimp, Blue Hornet), Google Analytics
UX, Apps, Social Media, SEO, SEM, Blogs, Site Navigation, Improving CTR, PPC – Google Adwords, Facebook Ads, Twitter Lead Gen Cards, Corporate Emails, Promoted Pins, Promoted Posts, Content Syndication, Google Website Optimizer/Optimizely, A/B Testing
Emma Worbeck, App Store Marketing at Apple
"Alyson is an articulate, passionate writer with an entrepreneurial spirit and an eagerness to master her many abilities. In my time working with her, she consistently elevated the projects she was involved in, looking through a lens of innovation and possibility to create high-impact work. She is a creative, forthright individual who can be counted on to bring an interesting perspective and an infectious energy. It was a pleasure to manage Alyson and I wish her continued success in her career."
"Alyson has a rare breadth of creative skills and experiences ranging from copywriting, photography, content strategy, and conceptual thinking. Pair that with an unmatched curiosity and the result is a creative powerhouse. With every project at lululemon, I've seen Alyson passionately elevate the work. Equal parts keen and kind, she's the sort of mind you want on any team."
SAIRAH HEARN, GLOBAL SOCIAL MEDIA Manager at Lululemon Athletica
"I don't feel like the title Copywriter fully encompasses the value that Alyson brings to the table. She is invaluable in brainstorms, can see the bigger picture, and truly understands how people choose to engage with content and campaigns. I love working with Alyson for a few reasons—she's not afraid to push the boundaries or take risks, she appreciates the nuances in writing for different channels, and she has a great sense of humor (aka she laughs at my jokes). You want Alyson on your team because she is connected, compassionate, and forward thinking. "