After spending 18 years at Chicago ad agencies, Alicia followed her entrepreneurial spirit and set out to find a better way to service clients. Having led stripes in numerous projects and agency of record relationships, Alicia is manned with an array of well-honed marketing skills. Coupled with drive and passion, she’s always ready for the next marketing challenge.
To Alicia, marketing is not a text book model. Every marketing challenge is different, and using what she’s seen work and not work in the past she is able to set a clear path for brands. Alicia helps clients see what is not immediately visible or clear. She listens, carefully observes brands and their business and marketing environments and applies thorough and thoughtful analysis. Alicia works closely with brand marketing organizations, lending insights to programs that reposition brands, launch new products, create brand loyalty, drive trade sales, stave off competitors, and drive consumer demand.
Her agency experience includes Campbell-Mithun, Ketchum Advertising and Schafer Condon Carter. Her brand responsibilities have included Barton Brands, Kroger Co., Bob Evans, Campbell’s Soup Co., Quaker Oats, Kellogg’s, and Equal Sweetener. She has worked with the American Egg Board and National Pork Producers Council and she managed a fully integrated marketing, advertising and public relations program for the National Cattlemen's Beef Association. In 2002, Alicia helped Jones Dairy Farm gain clear consumer insights and reposition their brand, an assignment that led to an agency of record appointment. For many years she worked with the National Cattlemen’s Beef Association’s new product development team and was instrumental in guiding several product launches.
Alicia holds a bachelor’s degree from the University of Michigan.