The Business of Creative Writing: An Interview with Mal Alder
English alumna Mal Alder (’13) sits down with Erin Cantrell (’25) to discuss her business, Alderwood Creative, and how her time at UT taught her the skills she needed to own and found her own business.
Erin Cantrell: What inspired you to start Alderwood Creative, and how did you take the first step?
Mal Alder: Honestly, I needed a job. I had always considered going out on my own, but the real turning point came when the agency I worked for closed. After years of honing my skills in digital marketing—and finally landing a job with a dream commute of under 10 minutes—I wasn’t willing to settle for a role that didn’t feel personally fulfilling. At the time, there weren’t many agencies focused on supporting small businesses and nonprofits, and I knew that was where my passion lay. So, I gave myself six months to see if I could replace my income. That was nearly seven years ago. Today, I have a team of three full-time employees and own an office in Fourth & Gill.
EC: How did your experience at the University of Tennessee prepare you for starting your own business?
MA: During my time at UT, I liked to stay organized and proactive. Before my advising meetings, I would put together a plan with the classes I needed, when they were offered, and a tentative schedule. It helped keep things on track and made those meetings pretty straightforward.
That same mindset has guided me as a business owner. I often say that running your own business is both incredibly rewarding and sometimes isolating. The key is to trust yourself, have a plan, and be willing to adjust when things don’t go as expected.
EC: How have your degrees in Creative Writing and Journalism helped you in the marketing world?
MA: Although neither was directly marketing-focused, my background in Creative Writing and Journalism laid the foundation for my career. Creative Writing sharpened my ability to craft compelling narratives, think critically, and explore storytelling across different media. It taught me how to use words strategically—to inform, engage, and inspire action.
My Journalism minor led to an internship at the Knoxville News Sentinel, an experience that ultimately steered me toward marketing rather than a career in news. That internship was a pivotal stepping stone, opening the door to new opportunities. And to this day, I’m grateful to still call many of my former colleagues at the paper friends.
EC: Were there any professors or classes at UT that particularly influenced your career path?
MA: While I have great memories from many of my classes, Dr. Dwight Teeter’s Mass Media Law course is one I still reference regularly. You’d be surprised how often I have to explain to clients why we can’t just “borrow” an image from Google for a marketing piece. Dr. Teeter’s lessons feel even more relevant today, especially with the rise of AI-generated images—many of which aren’t licensed for commercial use. His impact lives on, and I often find myself grateful for the knowledge he shared.
I’m also especially thankful for Professor Margaret Lazarus Dean in the English department. Her class introduced me to the world of creative nonfiction, a genre I still love. These stories, often written by journalists, offer fresh perspectives and challenge the way I see the world—something that helps me better connect with clients and avoid falling into my own biases. I still regret not taking her up on the offer to help get one of my short stories published.
And while it hasn’t exactly advanced my career, I still have the textbook from my History of Dinosaurs class—more out of personal fascination than professional necessity!
EC: What advice would you give to current UT students who may want to start their own business?
MA: Go for it! You’ll never know unless you try, and there’s no better time to take risks. The job market is evolving, creating endless opportunities for those willing to step outside their comfort zone and put themselves out there.
EC: If you could go back and tell your college self one piece of advice, what would it be?
MA: Be present. College is about more than textbooks and exams—it’s the people you meet and the experiences you have that will shape your future. Take the time to grab coffee with a classmate and learn about their goals—you never know how those connections might come back around. Visit your professors during office hours and get to know them. Building those relationships can open doors in ways you never expected.
EC: Looking ahead, what’s next for Alderwood Creative in 2025?
MA: This is a year of big changes for Alderwood Creative. Our recent rebrand has opened the door to new growth opportunities, but our core focus remains the same—doing great work and giving back to our community.
Mal Alder (‘13) is a dynamic marketing professional and dedicated community advocate with a proven track record of driving growth and innovation for small businesses and nonprofit organizations. As the founder of Alderwood Creative, a full-service marketing agency established in 2018, Mal has successfully supported over 100 clients in achieving their goals. Her agency has been recognized with numerous accolades including Addy Awards from the Knoxville chapter of the American Advertising Federation, Cityview Magazine‘s Best of the Best awards, and multiple Knoxville’s Finest honors. Beyond her work in marketing, Mal is an active community leader serving on various nonprofit boards and committees, including Leadership Knoxville’s Introduction Knoxville Committee, Zoo Knoxville’s Circle of Friends Leadership Committee, and the Arc of Knox County Board of Directors.
Erin Cantrell (‘25) is a senior at the University of Tennessee, finishing up her BA in Creative Writing. She will begin attending the University of Tennessee College of Law in the fall. When she is not studying, you can find her on the volleyball court coaching middle school and high school girls, who keep her laughing and on her toes. She is also a poetry enthusiast, an avid pickleball player, and a devoted fan of bad reality TV.