From Journalism to Digital Media Strategy: Alice Iversen’s Journey

At MarketScale, we believe that every professional brings a unique story and perspective that enriches our team. Today, we’re delighted to spotlight Alice Iversen, one of our talented Digital Media Strategists, and explore the experiences that shaped her career and helped drive her passion.

Discovering a Passion for Authentic Storytelling

Alice’s journey into media wasn’t conventional, nor was it easy. Originally from North Carolina, she grew up moving frequently, experiencing everything from East to West Coast culture.

Her love for authentic, grassroots experiences influences her approach to marketing today. Whether she's enjoying coffee from a hole-in-the-wall stand or a rural farm, Alice is drawn to the genuine and unbranded—qualities she believes resonate with audiences.

Alice's favorite shop.

Early Career Insights in Washington D.C.

After high school, Alice dove into the world of journalism and landed a unique role in political ghostwriting. Working close to the nation’s capital, she supported campaign messaging and content creation for politicians. “It was intimidating but invaluable experience,” she reflects. The role, focused on authenticity and message precision, was a formative period that taught her the power of well-crafted narratives in shaping perception and influence.

A Move into Marketing and Business Development

As Alice progressed in her career, she noticed the blend of journalism with marketing. With the rise of virtual meetings and digital media, the boundary between these two fields began to blur, merging storytelling with strategic branding. “The shift felt natural,” Alice explains, “I realized that what I loved about journalism—telling real, impactful stories—was just as valuable in marketing.” This insight led her to dive into marketing and business development, a journey that ultimately brought her to MarketScale.

A Memorable Moment with the National Basilica Project

Of the many projects Alice has worked on, one stands out vividly: documenting the installation of a massive mosaic dome at the National Basilica in Washington D.C. She spent days with Italian mosaic artisans, capturing their process and learning about their intricate craft. This project, which gained media attention in Washington, offered Alice a rare chance to merge her love of art with her storytelling skills. “It’s a moment I’ll always cherish,” she says. The experience not only tested her skills but deepened her commitment to bringing passion and authenticity to her work.

Reflections and Advice for Her Younger Self

For Alice, success didn’t come without learning to overcome her inner critic. “I was a timid kid, constantly worried about making things perfect,” she recalls. Her advice to her younger self?

https://www.youtube.com/shorts/xNxW7mY4VA0

The Power of Community-Generated Content

At MarketScale, Alice has found a like-minded community that values passion over perfection. “I often discuss the concept of CGC—Community Generated Content—with clients,” Alice says, “because today’s audiences crave authenticity more than polished production.” Alice encourages experts and engineers to share their knowledge on camera, believing that their passion speaks louder than a perfected script.

What’s Next for Alice

When Alice isn’t busy strategizing or crafting content, she loves listening into health and wellness podcasts, staying informed about nutrition and psychology. She’s also a fan of classic rock, especially the band Greta Van Fleet, whose energy and spirit align with her own quest for genuine, powerful storytelling.

To catch more stories from inspiring professionals like Alice, stay tuned to MarketScale. Every story has the power to inspire, and at MarketScale, we’re here to amplify each one.