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About Maggie


Maggie McAlister is a Los Angeles-based writer specializing in brand-building and creative strategy. She’s currently the Director of Brand Messaging for Smashbox Cosmetics, where she gets to name lipsticks, obsess over eye liner and learn from beauty-business geniuses every day.

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

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

Maggie’s skills include:

  • Copywriting
  • Brand Positioning
  • Taglines
  • Product Naming
  • Packaging Copy
  • Story Development