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I’m Maggie McAlister, a marketing and creative exec specializing in brand-building and creative strategy. Currently, I’m the Director of Brand Messaging for Smashbox Cosmetics, where I get to name lipsticks, obsess over eyeliner and learn from beauty-business geniuses every day.

Earlier in my career, I spent seven years at Mattel, where I wrote, edited and brainstormed digital content for popular children’s websites like, and more.

Next, I created an original backstory, cast of characters and content strategy for a line of fashion dolls called La Dee Da. I also produced character names and catchphrases for Nickelodeon’s hit preschool series PAW Patrol.


  • Branding
  • Copy
  • Creative Direction
  • Style