strategist & writer

based in houston. currently @ madeo.

Who am I?

Alex is my name.
“Alexandra” is what I tell the government so they send me my tax returns.
Also, it’s “Pinnell” with two Ns and two Ls.

I’m a Filipino-Italian-American Army brat.
Any pronouns accepted. I don’t have a preference. (Most people use she/her.)
I have a bad habit of reinventing the wheel.
I’m a failed poet and aspiring roadie.
The last time I was at the UN, it was overrun by Smurfs.
I write like I talk: a lot, sometimes without purpose.

What’s my day job?

All things brand strategy:

  • Brand category/peer analysis

  • Value proposition and brand positioning development

  • Audience persona development

  • Brand messaging, including mission, vision, purpose, values, core messages, and more

  • Ad campaign strategy and copywriting, including OOH, social, responsive search, print, TV, direct mail, merch, and more

Plus digital strategy:

  • Social content strategy, planning, management, production, and analytics

  • Website content strategy, copywriting, information architecture, and UX strategy

  • Editorial content strategy and copywriting

  • GA4, Sprout Social, HubSpot, and native platform analytics knowledge

  • Digital native expertise (I am online way too much)

For social impact teams like:

  • International foundations and philanthropies

  • LGBTQ+ nonprofits

  • Climate-change-fighting Web3 startups and policy firms

  • Affordable housing nonprofits and agencies

  • Education, scholarship, and skills training programs

  • Labor unions and grassroots justice organizations

  • Public health research projects and initiatives

  • Arts nonprofits and funders