Portfolio
Hi, I’m Allison. I build brands people feel.
Twenty years of brand, creative and campaign work, from in-house CMO roles to the founders I advise through Forever Paisley. My work always starts with what customers say.
Lovepop · Chief Marketing Officer · 2025–2026
Making every moment magical.
Lovepop makes pop-up cards and gifts, sold online, in retail and on Amazon. I owned the brand end to end: a refreshed brand system, a messaging and positioning framework, a tone and writing guide, and a creative strategy built on customer insight.
Then we tested whether brand could pay for itself. Lovepop’s first CTV campaign ran with a geo-lift test before scaling nationally.
~15%
lift in CTV test markets
+20%
branded search, YoY
−20%
CAC, YoY
−50%
time to brief creative
Brand system
Illustration, logo and script, color, pop-up cut-outs, the Stash Pass identity and patterns.
LOVEPOP BRAND BOARD
CTV campaigns
The first connected-TV flight, measured with a geo-lift test.
Stash Pass
Founder story & social ads
The founder film, plus product spots and vertical social ads built from customer insight.
Booksy · Director, Product Marketing → Head of Global Marketing · 2020–2024
More than a barber app.
Prospects knew Booksy as the barber app, and that held back growth into hair, nails, lashes, brows and spa. I led a rebrand rooted in segmentation and customer research, across the consumer app and two business apps.
For the first time, Booksy spoke as one brand in five markets: the US, France, Spain, Poland and the UK. The work ran from brand guidelines and in-product standards to the marketing site and campaigns that celebrated the pros themselves.
$16M→$100M
ARR during my four years
5
markets, one brand
3
apps rebranded
4.5+
G2 and Capterra ratings
Rebrand
Brand message, mark, color, stamps, pattern and product treatment. See it live on biz.booksy.com.
BOOKSY BRAND BOARD
Booksy Self Made
A seasonal campaign celebrating Booksy’s top beauty pros and influencers, backed by always-on creator content.
Booksy Live Fashion Awards
Booksy’s partnership with the Live Fashion Hair Awards, turning the industry’s big night into a brand moment and media play across markets.
Advisory & earlier work
Making complex products feel human.
Through Forever Paisley I help founders find their story and build the marketing to tell it. Two recent engagements, plus the campaign where I learned to champion the people who use a product.
HR tech · 2024–2025
Boon
Founder-led branding for a new category, community-driven hiring: positioning, messaging, website and product video.
Health tech · 2024–present
Aether Biomedical
Positioning and messaging for the Zeus myoelectric hand, with real customer stories brought to the front of the brand.
“DISPUTE IMPOSSIBLE” TYPE CARD
Enterprise software · 2012–2014
K2
Built K2’s anti-BPM point of view, ran the “Dispute Impossible” campaign for builders, and produced its first user conference.
Off the clock
I come from a family of builders.
My grandpa was a carpenter, and my dad can fix anything. I build too: pottery, collages, and lately AI agents that help small creative teams spend less time on busywork and more on the big idea.
Home is Marquette, Michigan, on the shore of Lake Superior, where I’m raising two kids with the same love of the outdoors I grew up with.
Let’s talk
