Voice lessons for brands looking for a singing part in the retail theater. Helping brands develop their identity, develop content strategy, and find their own voice and direction in the modern market.

Bringing big brands together with purpose.At Williams Sonoma Inc., I was responsible for refining and upholding the cross-brand voice of WSI’s brands (Pottery Barn, West Elm, Williams Sonoma, etc.) across campaigns, advertising, customer experiences, B2B, sustainability, internal communications, financial reporting, and PR.Key creation: Voice guidelines and strategy for sustainability initiatives, most exemplified in this page for Pottery Barn (https://www.potterybarn.com/pages/our-commitments/).

Consulting for the future. As Everlane focused on sustainability in its sourcing and production, I started a new position with our brand marketing team, fashioning the framework for how we would write and design into the company’s second decade.Key creation: Debut campaign for our Science-Based Targets Initiative for holistic CO2 emissions reduction. https://www.everlane.com/carbon

Shepherd of the stories. I hung my hat on conveying the brand’s ethos in emotional, engaging, and educational stories for campaigns and product launches. I worked with the creative director and CEO to tailor these stories and collaborated with our art directors and designers to bring them to life across digital and physical channels, from emails and landing pages to Instagram, pop-up events, letters from the CEO, press releases, and signage and collateral in our retail locations across the country. Partnered with our UX designers and CX teams to bring of our thoughtful storytelling and humanistic voice to more parts of our business and customer experience.Key creation: Four years of No New Plastic campaign and its evolving, maturing forms. See portfolio and presentation linked here: https://www.alexaggregate.com/plastic-storyline

A tough job to explain to grandma. I built, tested, and sent all the customer-facing Marketing and Creative emails using SailThru, managing A/B tests along the way. Also organized information from our Production and Design teams, and created all the product pages for everlane.com. Additionally, I created and edited landing pages using simple HTML, CSS, and YAML.

I managed marketing research studies in the KU Behavioral Lab, supervising undergraduates for graduate and doctoral research, and assisted Dr. Li with her current and upcoming research, parsing existing literature, citing and annotating the quality works with a summation, and doing ad-hoc graphic design and photo work for the studies.

Responsible for the selection of the radio station’s new music, as well as managing the Assistant Music Director, Hip Hop Director, and Jazz Director. I recruited a team of volunteer Music Staffers to write editorial reviews of albums and concerts, then managed the content via Wordpress. Also handled label and promoter relations.

Two hours a week. Forever in my heart.

Volunteer music editorial writer for the KJHK Music Staff and KJHK.org.