ABOUT ME
I make things people want to pay attention to.
I’m Alexandra, a New York-based marketer and storyteller working across digital media, social, editorial, and production. I’m drawn to the space where creative instinct and audience strategy meet: figuring out what will resonate, making it feel native to the platform, and then looking at the data to understand why it worked.
NOW
Strategy with a creative point of view.
My current work sits at the intersection of audience strategy, campaign performance, and creative testing. I use data to understand what’s resonating, shape smarter marketing decisions, and connect audience behavior back to the content and messaging people actually respond to — with email and SMS as one part of that broader mix.
BEFORE THAT
Social, editorial & content.
My background includes social media and editorial work with CNN Underscored, where I created and published platform content, edited video, supported major shopping moments, worked with performance reporting, and wrote for the site. I also led social media for Her Campus at Penn State, overseeing content across multiple platforms.
The throughline is storytelling.
I studied Telecommunications & Media Industries and Theatre Studies at Penn State, with a minor in Journalism, and spent a semester studying at the Theatre Academy of London. That mix is still pretty representative of how I think: part media strategy, part writer, part production brain. I care about the idea, the execution, the audience, and the little details that make something feel intentional.
Whether I’m planning a campaign, writing copy, shaping a content calendar, editing a video, or digging through performance data, I’m usually asking the same question: what will make someone actually care?
Want to talk?
I’m always happy to connect about content, media, marketing, storytelling — or a very specific internet culture observation.
