ABOUT ALYSON //

 

 

"If it's both terrifying and amazing, then you should definitely pursue it." —Erada


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. I am interested in helping to build brands and campaigns that make the world a better place.

That being said, I am a content strategist and copywriter with 5+ years experience in campaign creative and strategy for very small and very large businesses. I have more than 10 years experience as a photographer for print- and web-based projects.

I am completely self-taught.


SERVICES //

DESIGN STRATEGY

Design research, design thinking, market research, competitive analysis, value proposition analysis, brand positioning, user-experience testing, visual direction, and prototyping

CONTENT STRATEGY

Tone of voice direction, brand muses or personas, user-centered, high-level content visions + programs,  content auditing, 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.

 

WORK //

MEETUP

CONTENT STRATEGIST + UX WRITER, 2017–present

Content strategy and writing for the future of the Meetup brand + app as well as copy support and editing for growth marketing and community experience teams.

FREELANCE CONTENT STRATEGIST

STRATEGIST/COPYWRITER/EDITOR, 2012–2016

Clients include lululemon athletica, Herschel Supply Co., ILIA Beauty, and more. Five years experience writing for web, retail, and social platforms.

LULULEMON ATHLETICA

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.

Lululemon Athletica

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.

Collecting Wonder

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.

Organic Lives

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. 

 

EDUCATION //

 

PARSONS SCHOOL OF DESIGN | NEW YORK, NY | CURRENT

Masters of Science in STRATEGIC DESIGN ANd MANAGEMENT

Getting some background on managing and leading creative teams to think more strategically while researching product startup ideas for the future of well-being.

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 art, the written word, and behavior. 

 

TOOLS //

 

Software

Adobe Creative Suite, Adobe Scene 7, Microsoft Office, Google Docs/Drive, Evernote, Wordpress, Droople, Squarespace, Hootsuite, Skype, Slack, Mind Body Online

Online Channels

Pinterest, Snapchat, Instagram, Facebook, Twitter,  LinkedIn, CMS Systems, Corporate Email Generators (Mail Chimp, Blue Hornet), Google Analytics

Writing for

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, A/B Testing

 

REVIEWS // 

 

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."

Marie GOSAL, CREATIVE Director at Lululemon Athletica

"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. "

Laura Simpson, Corporate Account Executive at Hootsuite

"I was incredibly lucky the day Alyson started at OrganicLives. Immediately she took on an extensive workload and managed to execute her long list of projects with innovation, attention to detail, professionalism and finesse. She is a one-woman marketing powerhouse who has a natural ability to come up with new exciting strategies while still completing the mundane efforts of her role. We were a small team managing a fast growing business and Alyson made my job easier by always producing high quality work in a timely manor. All this and she is a BLAST to be around!"