Alyssa joined the team at West Elm in 2021 to run their social media, launching West Elm Kids shortly after. Previously, she served as the Director of Content and Growth at Semihandmade, overseeing their new blog, SemiStories, and all social media channels. Her media expertise was grown over the course of her five years at Domino Magazine, where she managed an Instagram account of 1.2+ million followers and an engaged Pinterest audience of millions. She can be credited for concepting and launching @Reno_Notebook, the magazine’s second Instagram handle devoted to renovating. During her time there, she mastered the art of content creation and strategy, invested in analytics and audience listening, and worked on numerous partnerships and advertiser activations, including panels, pop-ups, and podcasts. She also developed a deep interest and understanding of home design, focusing personally on sustainable living, cultivating a colorful, collected aesthetic, and the value of a good vintage find. She holds a degree from the Medill School of Journalism at Northwestern University and currently resides in Brooklyn, New York.