Alana Armstrong
Copywriter & Journalist
Oakville, Ontario, Canada
alana.armstrong@gmail.com | LinkedIn | Portfolio
Professional Profile
I'm a copywriter and journalist with more than a decade of experience helping people understand complex subjects, recognize value and make informed decisions.
My work spans website copywriting, B2B and B2C campaigns, performance advertising, editorial journalism and communications for regulated industries. I've written for healthcare, fertility technology, manufacturing, financial services, cannabis and other specialized sectors.
I bring an interviewer's curiosity to commercial writing: researching the subject, asking better questions and finding the details that make a business or story worth paying attention to.
Areas of Expertise
Copywriting: Websites, landing pages, email campaigns, brand messaging, video scripts, advertising and conversion copy.
Editorial: Journalism, interviewing, research, long-form features, thought leadership, editing and content development.
Strategy and performance: Messaging analysis, information architecture, SEO copywriting, audience research, headline testing and conversion optimization.
Specialized communications: Healthcare, technical B2B, regulated industries, legal-review processes and subject-matter expert collaboration.
Professional Experience
Candybox Marketing
Intermediate Copywriter | July 2024 – October 2026
Developed website, campaign and marketing copy for clients across healthcare, manufacturing, professional services, insurance and consumer brands. Worked with designers, strategists, account teams and subject-matter experts to translate complex offerings into clear, useful communications.
Selected work and accomplishments:
Reworked AppWrap's website messaging and information architecture. Following the changes, the client reported a 14% increase in monthly completed forms and substantially fewer unqualified enquiries.
Wrote the complete launch website for OTO Fertility, making complex reproductive-health technology understandable to prospective patients and healthcare professionals.
Wrote one of my largest B2B healthcare websites, establishing consistent messaging across a broad and technically detailed offering. The client approved the work with very few revisions.
Contributed copywriting to Taste the Revolution, a ten-part video campaign for Mad Mexican.
Developed email campaigns, landing pages and website copy for clients including The Shepherd Group and CEO Global Network.
Wrote the complete initial copy for Candybox Marketing's own website, drawing on research, interviews and contributions from teams across the agency.
Alan Aldous Inc.
Head of Communications | January 2020 – April 2024
Led communications development for organizations operating in the cannabis and emerging therapeutics sectors.
Developed websites, campaigns, public relations materials, executive communications, educational content and video scripts.
Managed writers and creative collaborators, establishing standards and processes for consistent communications.
Worked within legal and regulatory restrictions, coordinating reviews and ensuring complex subjects were communicated responsibly.
Supported clients including Entheon and CB Therapeutics.
Taboola
Creative Shop Content Writer, Contract | September 2016 – July 2023
Contributed to a global creative programme helping advertisers improve the effectiveness of campaigns distributed through Taboola's network.
Researched audiences, previous campaign results and competitive approaches to develop headline strategies and advertising concepts.
Produced copy variations for testing under rapid turnaround deadlines.
Monitored live performance dashboards and A/B tests, using results to inform subsequent creative recommendations.
Collaborated with creative and account teams on campaign optimization for major brands and advertising partners.
Freelance Writing & Communications
Independent Writer | January 2011 – Present
Provide editorial, copywriting and communications services across journalism, healthcare, technology, business and culture.
Selected experience:
Researched, wrote and delivered five legally reviewed educational workshops for Canopy Growth's medical cannabis division, reaching approximately 200 physicians across Canada.
Produced reporting and features for publications including the National Post, Leafly, The GrowthOp and New Cannabis Ventures.
Completed a six-month website copywriting contract for Let's Get Moving in 2024, developing SEO-focused service and location content.
Created editorial features, film and television treatments, video scripts, white papers and educational communications.
Conducted interviews with artists, musicians, healthcare professionals, executives and other subject-matter experts.
Education
University of New South Wales (UNSW)
Bachelor of Fine Arts, Photography & Media | 2007–2009
Sheridan College
Diploma, Print Journalism | 2004–2006
Tools & Platforms
Figma · WordPress · Google Analytics · SEO research tools · Campaign performance dashboards · Monday.com · Forecast · AI-assisted research and ideation
Selected Work
Website copywriting: OTO Fertility, Canadian Hospital Specialties, Let's Get Moving
Campaigns: Mad Mexican — Taste the Revolution
Editorial: National Post, Leafly, The GrowthOp, New Cannabis Ventures
Healthcare education: Canopy Growth medical cannabis physician workshops
Explore more examples in my portfolio.
Let's Connect
I'm interested in opportunities where research, thoughtful writing and a clear understanding of the audience can make a meaningful difference.
For employment opportunities, editorial commissions or project enquiries: