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

Brand experience design for founders and creatives
Brand experience design for founders and creatives
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Providing editorial judgment, narrative clarity, and systems design to brands, founders, and organizations to help them shape perception, build credibility, and create meaning.

Currently:

→ Editorial strategist & brand media architect for founder-led brands

→ Founder of Culture Slant

→ Advisor and speaker

Contact me
The words culture slant
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Hi, I’m Alexa

Since 2017, I've built editorial systems, narrative frameworks, and brand media strategies for 20+ SaaS and technology companies, sitting at the intersection of how brands think, how stories are told, and how media systems are built and run.

With a background in journalism, marketing, and media, I think like a journalist, trained to find the story, sharpen the angle, and develop a point of view worth publishing. I execute like a marketer, with a clear understanding of how content travels, what moves audiences, and how narrative connects to business outcomes. And I operate like a media brand, building the editorial infrastructure, workflows, and systems that make great content repeatable and scalable.

I work with founders, brand leaders, and executive teams to translate complex ideas into clear, credible, ownable points of view. I've led editorial strategy, developed interview-driven content, launched owned media programs, and shaped the executive voices of people building categories from scratch.

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

Read my origin story

What People Are Saying

Kind words for my work

  • 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

  • Black and white portrait of a smiling young man with short dark hair, wearing a checkered shirt.

    “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

  • 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

  • A woman with short light brown hair, wearing a red top, standing in front of a bookshelf in a library.

    "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

  • 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

  • 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

  • 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