Alex MacInnes

Alex MacInnes

Editorial Director – Content Strategist

Financial journalist turned content strategist, I deliver focused, creative corporate narratives to targeted audiences.

About

A versatile editorial director, I lead a team of editors, designers, and producers to create accessible, dynamic content — targeting specific audiences my clients need to reach.

​I have years of interviewing senior executives, researchers, and top-level subject matter experts – translating their complex, technical work into content that celebrates their real-world impact across social media, owned channels, and thought leadership campaigns.

Projects

logo-exxon-mobil

Low Carbon Solutions – Lithium

The ask: Create website content and copy for ExxonMobil’s latest low-carbon business line.

The delivery: Wrote/edited narrative; scripted/produced product video; created infographic.

logo-exxon-mobil

Low Carbon Solutions – Hydrogen

The ask: Highlight ExxonMobil’s work in creating a new hydrogen market in hard-to-abate industries.

The delivery: Updated copy with new messaging; scripted videos/interviewed SMEs; coordinated with inter-agency teams.

logo-exxon-mobil

Low Carbon Solutions – Manufacturing

The ask: Develop website educating manufacturers about ExxonMobil’s low carbon solutions.

The delivery: Created interactives showcasing new technologies; coordinated with UX designers; optimized messaging copy.

logo-linkedin

Corporate + Low Carbon Solutions

The ask: Create content, messaging and editorial calendar for corporate and LCS LinkedIn feeds.

The delivery: Oversaw all editorial product; developed creative execution; aligned audience priorities and posting cadence.

Video Gallery

From pre-production to on-location and post-production, I have helped deliver a portfolio of videos that are on message, on time and on brand.

Here’s a sample of that work over the years:

Publications and Reporting

logo-forbes

“Slowly, Distressed Oil And Gas Companies Look to Asset Sales As Oil Hits $50”

“RBC Suit Seen as Warning to U.S. Banks”

logo-record-business

“Big Bet on Paterson”

logo-lloyds-list

“Wilbur Ross looks for LPG opportunities”

logo-lloyds-list

“How a shipping firm with no vessels on the water has become flavour of the month on Wall St”

“Paragon Creditors Start Mediation; Talks May Include Noble Settlement, Possible Distribution of Cash to Term Lenders”

“Did Police Break State Law?”

“A house of cards collapses”

“Missing Managers: The stereotype of the absentee landlord lives”

“Mayor’s Daughter No Longer A Cop”

Contact Alex