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 social impact teams like:

  • Foundations and philanthropies

  • Climate-change-fighting Web3 startups and policy firms

  • Affordable housing nonprofits and agencies

  • Education, scholarship, and skills training programs

  • Labor unions

  • Justice organizations

  • Public health research projects and initiatives