Editorial strategist, narrative operator & writer exploring the intersection of media and culture to define what editorial leadership looks like in the next era of brand-building

A woman with short, dark hair and light skin, smiling and looking over the top of a book she is reading, in a well-lit indoor setting.

A person walking across a dance floor in front of a large window in a brick-walled industrial-style space.

Currently:

→ Content, comms & editorial strategist for founder-led brands

→ Founder of Culture Slant

→ Advisor and speaker

Providing editorial thinking, narrative systems design, business literacy, cross-industry pattern recognition, and cultural intelligence to brands, founders, and organizations to help them create meaning.

Contact me

A woman sitting at a bar holding a red drink with a straw, wearing a light denim jacket and leopard print pants, smiling slightly.

Hi, I’m Alexa

Since 2017, I’ve led editorial and content strategy for 20+ SaaS and technology brands, partnering with founders and brand leaders to transform fragmented messaging into cohesive narratives and editorial systems that shape how they're understood.

My work sits at the intersection of editorial strategy, product storytelling, and communications, helping companies translate complex products and ideas into clear narratives, distinctive points of view, and scalable content ecosystems that build credibility, authority, and market positioning.

I’m also the founder and editor of Culture Slant, where I explore how media shapes culture and identity while defining and modeling what editorial leadership looks like in the next era of media.

Read my origin story

What People Are Saying

Kind words for my work

"Alexa brought her experience with a very collaborative and solutions-oriented approach to all the other stakeholders and has been instrumental in getting our company’s message out. She has helped us get back in front as the thought leader in the category that we created. She has spent time making sure we don’t send out mixed messages and doubled our social engagement within ninety days. Alexa has always been available to answer questions or just jump in and help. The professionalism she has in her work shows through in her client’s marketing and social media campaigns. We will continue to use her and consider her a team member.”

Rob Whalen, Co-founder & CEO at PTO Exchange
“Alexa brought a fantastic energy to the team. She was organized, prompt, and always fun to work with. She did a great job getting Batten's content production flow streamlined and SEO optimized. Strongly recommend!”

Alex Stroud, former Head of Product @ Batten
“It was a joy to work with Alexa and construct my brand with her. I’m grateful that I found her and that we’ve been able to find a clear ebb and flow with our work styles and achieve objectives together. Had I not brought Alexa on board, listened to her counsel, and given her the autonomy to guide aspects of my business and brand, I’m not sure where these entities would be today; she’s made an undeniable and indelible impact.”

Michelle Rhea Goddard, Singer/Songwriter & President @ God’s Voice LLC
"Alexa is a creative, meticulous content strategist and producer. She is effective at all phases of content production - from strategy and ideation, to creation and handling review cycles with grace and competence. She works well both within a team and independently."

Amelia Ross, former Director of Content Strategy @ Primer.ai
"I have worked with many professionals throughout my career and Alexa was unique and incredible to work with. From content creation to social media engagement and management, Alexa adjusted to any given situation. Her ability to go out of her way to help others made her stand out. Her multitasking ability was unlike anything I’ve seen before. I was really impressed that Alexa handled situations calmly and patiently. It was a real pleasure to work with her and see her creativity come through in the support of the programs and events we deliver. It would be a pleasure to have her on any team."

Rebekah Quinn, former Sr. Director of Enterprise Awareness & Attendee Experience @ TIBCO Software
"Alexa is a dynamo with a great eye for design and a strong sense of how to make a marketing impact.She worked for me as a Content Specialist at TIBCO and with me as our Social Media Manager. In her first role, she wrote a broad mix of marketing content (blogs, landing pages, articles, ebooks, and the like). She was prolific cranking out high volumes with ease. In her second role, she brought both new methods and energy, effectively raising the bar on this multi-channel social program. Internally she was well regarded by the myriad other marketing groups she teamed with. And she built an especially successful collaboration with the marketers at Mercedes Petronas F1 with whom she worked to drive a wide variety of exclusive cobranded communications."

Robert Eve, former Sr. Data Management Strategist & Thought Leader @ TIBCO Software
"Alexa is an A-team player. She's a content generating machine and creative thinker who understands the ins and outs of design and writing, which is a rare combo in one person. Alexa has fantastic ideas on how to bring a brand to life and she will stop at nothing to make her vision a reality."

Jackie Vendetti, former Content Marketing Manager @ TIBCO Software
Alexa was a great resource to help level up our content marketing. She was communicative and resourceful, sometimes having to edit and write without a lot of details to work with but she always came through with a quality end result.

Bethany Foyt, Sr. Product Marketing Manager @ Microsoft
Alexa is a great, creative writer to partner with on tech customer stories! Her solid and deep understanding of technologies like cloud and AI enable her to write compelling copy with an impressive turn-around time. She really understands how to pull out customer value for my clients. Looking forward to partnering with her on the next customer story!

Lisa Martin, Chief Marketing Consultant @ LuccaZara
"We LOVE working with Alexa! She provided us with an effective marketing blueprint with relevant timelines. In our brainstorming sessions she brings new perspectives, backed with marketing expertise to honing in on the goals for our initiatives. With our limited time and resources, Alexa helped us prioritize the best way forward, and provided a thorough execution plan with an onbrand presentation to share with stakeholders and the team. Alexa's help in launching 'Summer of STEAM' camps, has directly contributed to our success and sign ups."

Zea Smith, Co-founder & Director @ Creator Zone
“Alexa successfully collaborated on a long-term SEO content project, delivering high-quality content across a diverse range of industries – from finance and banking to healthcare, insurance, technology and beyond. She consistently produced well-structured long-form glossary pages, meticulously following detailed specifications for content structure, length, keyword use, internal linking and formatting. Additionally, she crafted meta descriptions aligned with SEO best practices to maximise search visibility. Throughout the project, Alexa demonstrated exceptional attention to detail, met every deadline and upheld a consistently high standard of quality. Her expertise, reliability and ability to adapt across industries made her an invaluable contributor to the project’s success.”

Anna Fruzsina Sudi, Head of Brand and Content Marketing @ Endava

Editorial strategist, narrative operator & writer exploring the intersection of media and culture to define what editorial leadership looks like in the next era of brand-building

Providing editorial thinking, narrative systems design, business literacy, cross-industry pattern recognition, and cultural intelligence to brands, founders, and organizations to help them create meaning.

Hi, I’m Alexa

What People Are Saying

“Alexa brought a fantastic energy to the team. She was organized, prompt, and always fun to work with. She did a great job getting Batten's content production flow streamlined and SEO optimized. Strongly recommend!”

"Alexa is a creative, meticulous content strategist and producer. She is effective at all phases of content production - from strategy and ideation, to creation and handling review cycles with grace and competence. She works well both within a team and independently."

"Alexa is an A-team player. She's a content generating machine and creative thinker who understands the ins and outs of design and writing, which is a rare combo in one person. Alexa has fantastic ideas on how to bring a brand to life and she will stop at nothing to make her vision a reality."

Alexa was a great resource to help level up our content marketing. She was communicative and resourceful, sometimes having to edit and write without a lot of details to work with but she always came through with a quality end result.