I build the brand communications infrastructure that lets growing brands show up consistently, credibly, and clearly everywhere that matters.
Editorial Engine Methodology
The Editorial Engine is the six-phase framework I use to diagnose, design, and install a brand's narrative and content infrastructure. It's not a content calendar or a brand guide. It's the full operational foundation: the story, the system, and the machinery that keep both running. Every consulting engagement runs through some version of this framework, scaled to the scope and stage of the work.
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Diagnose gaps across narrative, content, and operations.
We assess how your content, messaging, and systems are currently working together and identify where the gaps are. This includes a listening tour with key stakeholders, a performance analysis of existing content across channels, a narrative gap analysis against your competitive landscape, and an operational review to find where execution is stalling.
Deliverable: Content and communications program audit with prioritized recommendation
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Establish the narrative and messaging foundation your brand will own.
We lock in the differentiated point of view, messaging hierarchy, and brand narrative that will govern everything you publish. This is where editorial strategy meets brand communications: we develop your editorial POV informed by audience insights, cultural context, competitive positioning, and your founder, product, and brand stories. The output is the source of truth your team returns to every time a new piece of content needs to exist.
Deliverable: Messaging and positioning guide including narrative framework, messaging hierarchy, voice and tone guidelines, and editorial point of view.
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Build the structure of your content and communications ecosystem.
We translate narrative into a connected content ecosystem so you know what to create, where it lives, and how every piece connects to the larger narrative, campaigns, and company goals. This includes platform and channel strategy, a content map across the customer journey, an editorial calendar, and a distribution and amplification plan across every brand touchpoint including sales, customer success, product, demand gen, and executive voice.
Deliverables: Content strategy, editorial calendar, and distribution plan.
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Turn the system into a functioning machine.
We install the workflows, tools, and processes that make the system run without you having to reinvent it every month. This includes a production workflow mapped to your team's actual capacity, a content operating system with tools and integrations, SOPs for every repeatable process, and AI workflow integration where it adds leverage without sacrificing editorial quality.
Deliverables: Production SOPs, content brief templates, roles and responsibilities map, tool stack documentation, AI workflow integration guide.
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Activate the engine through high-leverage content and marketing campaigns.
We generate the first wave of content from the system and build the infrastructure to scale it across channels without starting from scratch every time. This includes a content flywheel for repurposing and distribution, editorial and search guidelines to keep content on-brand and discoverable, a campaign framework for connecting content to business moments, and a format library for repeatable content types.
Deliverables: Content flywheel, repurposing and distribution system, editorial guidelines, SEO and AEO optimization guidelines, campaign framework, format library.
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Turn content into a compounding growth asset.
We set up the measurement framework that connects content performance to brand and business outcomes, and build the review cadence that keeps the system improving over time. This includes KPIs tied to authority, demand, and pipeline, a performance dashboard, monthly insight reviews, and an optimization roadmap for the next publishing cycle.
Deliverables: Performance dashboard, insight report, optimization roadmap, iteration plan.
How to Work With Me
Advisory
I work with early-stage founders and growing teams as a strategic thought partner on brand positioning, narrative direction, and communications strategy. Advisory engagements are lighter-touch than a full consulting build and work well when you need senior perspective and editorial judgment at a critical moment without the scope of a full engagement.
What advisory looks like in practice
Positioning and narrative review before a fundraise, launch, or rebrand
Executive communications strategy and thought leadership direction
Editorial direction and content strategy for teams building their first owned media program
Ongoing strategic partnership for founders who want a senior thought partner on brand and communications decisions
Who this is for
Early-stage founders navigating positioning decisions before they're ready for a full build
Teams stress-test their narrative before a high-stakes moment
Executives who have a point of view but need help shaping how it shows up publicly
Brand and marketing leaders who want a thought partner, not an agency
Consulting
I work with brands and leadership teams on a project- or retainer basis to build the brand communications infrastructure, editorial strategy, messaging governance, and content systems that ensure their narrative holds at scale. This is hands-on, embedded work. I operate as a senior strategic partner, not a vendor who delivers documents and disappears.
What consulting looks like in practice
Brand narrative and messaging architecture for companies that need a coherent story across every surface
Editorial strategy and content system design for teams ready to build something that compounds
Messaging governance and communications alignment across product, marketing, demand gen, and executive voice
Go-to-market narrative and launch communications for products, funding announcements, and brand moments
Executive thought leadership strategy and content development for founders and senior leaders
Fractional brand communications leadership for teams that need an embedded senior operator, not an agency
Who this is for
Brands that are producing content consistently but not seeing it compound into authority or pipeline
Teams whose messaging is fragmenting across channels, markets, or internal stakeholders
Founders or executives with a clear point of view that isn't landing the way it should
Organizations that need someone to build the system and hold the narrative standard, not just deliver a strategy document
What I Can Help With
My work spans the full arc of brand communications, from the narrative foundation that shapes how a brand thinks about itself to the systems that ensure it shows up that way everywhere.
Strategy & Narrative
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Find the through-line, shape the narrative, and build the messaging architecture that makes a brand feel coherent, compelling, and worth paying attention to across every surface it occupies.
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Get to the root of what the brand stands for, who it's for, and how to say it in a way that actually moves people. Covers messaging hierarchy, narrative governance, voice and tone standards, and cross-functional communications alignment.
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Translate executive and subject matter expertise into content that builds credibility, earns attention, and drives influence. Covers platform strategy, editorial direction, content development, and publication planning for founders, senior leaders, and SMEs.
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Build the messaging, editorial strategy, and distribution plan that ensures a launch lands with the right audience at the right moment. Covers product positioning, launch narrative, channel activation, and cross-functional messaging alignment.
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Develop campaign concepts, narratives, and creative direction for product launches, global events, and partnership activations. This is editorial thinking applied to campaign work: a clear point of view, a sharp angle, and a story worth following.
Systems & Execution
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Develop the owned, earned, and shared content strategy that give a brand a consistent publishing presence across channels. This includes platform strategy, content pillars, format architecture, editorial cadence, and the creative direction that makes every piece of content feel intentional rather than reactive.
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Design the distribution architecture, channel mix, and activation frameworks across owned, earned, and shared channels, from internal teams and sales enablement to partners, customers, and executive voice.
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Build the briefing processes, contributor frameworks, editorial governance, quality controls, and AI-assisted workflows that keep output high and standards consistent across distributed teams and channels.
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Build the measurement frameworks, KPI architecture, and performance reporting that connect content activity to brand authority, demand generation, and pipeline. Covers dashboard design, insight cadence, and optimization planning.
Brands I’ve Worked For and With
Results I’ve Produced for Clients
3x
Increase in brand awareness and share of voice
$3M+
Pipeline influenced
30%
Increase in organic visibility and discoverability
200%
Growth in executive and founder visibility
10+
Industry media placements and launch coverage secured
185%
Increase in communications output efficiency YoY
Kind Words for My Work
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![Black and white portrait of a middle-aged man with glasses, bald head, wearing a zip-up sweater and collared shirt, with arms crossed.]()
"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
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“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
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![A woman with curly dark hair looking upward with a neutral expression, wearing a light-colored top against a gray background.]()
“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
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"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
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![Portrait of a man with glasses, wearing a suit jacket and collared shirt, smiling against a blurred green background.]()
"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
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![A woman with long blonde hair smiling at the camera in an indoor setting with green and blue walls.]()
"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
If you're ready to build the brand communications infrastructure that makes your story hold, let's figure out what that looks like for you.
FAQs
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I work with B2B and B2C businesses across all industries—SaaS, CPG, e-commerce, etc. My sweet spot is with funded startups and mid-market brands. I also will take on work with self-funded founders for advisory. If you’re unsure, reach out and we can see if it’s a fit!
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Project pricing depends on the scope of work and timeline. Typical rates are as follows:
Projects: $2,000-$10,000+
Ongoing fractional retainer: $5,500-$7,500+ per month
Advisory: Custom based on scope
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Depends on the scope, but typically projects are usually 3-8 weeks long and retainer engagements last 3+ months. Please note that I do require a 3 month minimum for all retainer engagements (6 months is ideal to see results).
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Yes, I offer one-time strategy sessions and “office hours”, hourly consulting sessions.
Strategy sessions are one-time 1:1 strategy sessions geared toward small businesses, creators, and freelance creatives to help with content strategy, marketing, or development.
Office Hours are 60-minute consulting calls that offer broad strategic advice for your media business or content program.
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We'll have 60-minute weekly calls to align on priorities, review work, and run working sessions. Between calls we operate async over email, Slack, and Loom. Progress is tracked in a shared project management tool and everything we build is integrated with your existing marketing and sales infrastructure.
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A fully installed brand communications and editorial system. That includes a differentiated narrative and messaging foundation, a structured content system across your channels, a content operating system with workflows and templates, a repeatable production and distribution process, and a performance framework that connects content to authority and pipeline. You're not walking away with a strategy document. You're walking away with a system your team can run.
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Plan for three to five hours per week for working sessions and alignment, with occasional async feedback on key deliverables. The biggest lift is upfront during the Audit and Define phases. After that the process becomes more structured and the time commitment stabilizes.
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Month one you'll have narrative clarity and strategic direction. Month two the system is installed and running. Month three content is activated and early momentum is visible. Full compounding results typically take six to twelve months from system installation, assuming consistent execution.
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I support initial content activation as part of the project engagement. High-volume ongoing production is not part of the core build but is available through a retainer partnership.