Meet Ali McDonald: Building Community with Purpose at TrueGroup

She’s TrueGroup’s new Social Media & Community Manager, and in just a few weeks, she’s already made a big impact. She’s growing digital audiences, shaping content strategies, and building community-led campaigns that actually connect.

What sets Ali apart isn’t just her creativity. It’s how she works: with clarity, purpose, and a seriously grounded sense of what matters.

Purpose Over Productivity

Ali’s approach to work can be summed up in a phrase she lives by: productivity on purpose.

“It’s easy to fall into the trap of doing just to stay busy. But for me, everything has to come back to intention. Why are we doing this? What’s the point? Who is it for?”

This mindset shapes everything she touches. From social planning to influencer outreach to community engagement, it’s not about more content. It’s about better content.

Gut Instincts and Getting Stuff Done

In the fast-moving world of creative agencies, decisiveness matters. For Ali, that means trusting her gut.

“The first idea is often the best. Trust yourself and run with it.”

She thrives in high-energy environments where there’s room to experiment, move fast, and learn quickly. At TrueGroup, that flexibility paired with structure has already helped her deliver standout results. One example is Spruce, where she helped scale the brand’s presence and voice from the very beginning.

Her Take on TrueGroup

What drew her in? The people. The clarity. The culture.

“From the very first interview, I could tell TrueGroup was different. It felt real. No fluff, just straight-up smart people who care about what they’re building.”

Now on the inside, she describes the team as collaborative, open, and fast-paced in the best way. Ideas don’t get buried. They get actioned. You’re trusted to lead, but supported when you need it. That balance has helped Ali hit the ground running.

Her Toolkit: Systems, Signals and a Lot of Notion

Ali is all about working smarter, not louder. She builds structure into her workflow using Notion to streamline projects, map ideas, and stay on track. But she always makes room for what she calls “creative gut checks”: those instinctual moments where you know something just feels right.

She also knows when to zoom out and rethink a brief, and when to hit post and move on.

Tips from Ali: What She Wants Marketers (and Clients) to Know

• Don’t over-polish. Real is better than perfect. The best content often looks like real life.
• Everything is content, if you frame it right. Behind-the-scenes is powerful.
• Build for community, not clicks. The numbers follow when the connection is real.
• Get systems in place. Workflows matter, but so does leaving space to adapt.

What’s Next

Ali’s just getting started, but the results speak for themselves. Whether she’s shaping a campaign, building a strategy, or launching a new brand voice, she’s doing it with clarity, care, and a deep belief in the why.

“I don’t just want to post. I want to build something that sticks.”

And at TrueGroup, she’s found the right place to do exactly that.

Want to work with purpose-driven creatives like Ali? Let’s chat → info@truegroup.agency

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