strategist & writer based in houston. currently @ madeo.
What’s my name?
Alex is my name.
“Alexandra” is what I tell the government so they send me my tax returns.
It’s “Pinnell” with two Ns and two Ls.
What’s up?
I’m a Filipino-Italian-American Army brat.
I accidentally started a lo-fi music trend on TikTok.
The last time I was at the UN, it was overrun by Smurfs.
I have a bad habit of reinventing the wheel.
I’m a failed poet and aspiring roadie.
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
Audience persona development
Foundational brand messaging including mission, vision, purpose, values, core messages, north stars, and more
Plus a little digital strategy:
Social strategy, copywriting, and analytics
Editorial content strategy and copywriting
Website content strategy and copywriting, information architecture, and UX strategy
Digital native expertise (I am online way too much)
GA4, Sprout Social, HubSpot, and native platform analytics knowledge
For nonprofits and purpose-driven teams like:
Foundations and philanthropies
Climate-change-fighting startups and policy firms
Affordable housing nonprofits and agencies
Education and skills training programs
Labor unions
Social justice organizations
Public health research projects and initiatives
“I like it because it’s twisted and bizarre and original. Would a client ever do it? Who knows. But if they were to do it, it would be amazing. I applaud… getting a peek into your twisted brain.”
— Silver Cuellar III, Creative Director — Tombras