HER BIO
Alicia has spent over two decades proving one idea: life is more beautiful in color, and so are the brands brave enough to live there.
Brand architect. Cultural strategist. Luxury brand executive. Founder of Viva Vibrant, a consultancy built to move brands from black and white into full color. At The Estée Lauder Companies, one of the world's leading prestige beauty houses, she oversaw the North America regions marketing and communications functions across a portfolio of 29 brands. She has built and sharpened brands beside the founders who defined modern beauty, among them Bobbi Brown and Cristina Carlino. From inside the senior leadership teams that made those wins happen, she helped carry brands through four successful private equity exits, driving the brand strategy behind each.
Range is her rarity, and it is what sets her apart. She has worked the full arc of a brand, from product development to marketing and communications to strategy, and every kind of company behind it, from entrepreneurial upstarts to global corporations to private-equity portfolios. Luxury and mass. Clinical and natural foods. Beauty and philanthropy. She has lived the entire spectrum, from black and white to full color, which is exactly why she can find the color in any brand, in any category, and any industry. Behind the scenes she has built powerhouse brands, and in front of the camera she has sold them live as a global brand ambassador on QVC. It is why her work travels far beyond beauty.
South Phoenix raised. Pepperdine educated. The first-generation daughter of a community that had nothing and built everything. That range, the fluency to move between culture and the luxury boardroom, is the one thing that cannot be manufactured.
The Proven Architecture
AT A GLANCE
Global Scale
I have worked alongside brand founders and executive leadership to build multimillion-dollar brands that sell around the world.
Rare Seat at the Table
Proven at the Exit
I have served on senior leadership teams that carried four brands through successful private equity exits.
Named Among the Influential
People en Español named me one of its Most Influential of 2020 for transforming how luxury celebrates beauty.
Range Most Don't Have
I have worked across product development, marketing, and strategy, and across luxury, mass, clinical, and natural foods.
On Camera and Behind It
I have built powerhouse brands behind the scenes and sold millions in minutes as a global brand ambassador on QVC.
There is a woman who has spent decades learning to listen. To read rooms, read people, read the moment before it announces itself. Not just professionally. Constitutionally. It is how she is built. She does not simply see a brand. She feels where it is trying to go before it has the words.
She comes from a lineage of strong Latina women, and she honors her Pascua Yaqui roots, which taught her that a brand is never only a business. It is a manifestation of energy, vibration, and dreams, all aligned to intuition. So she built her practice around a radical idea, that intuition is a competitive advantage.
Her philosophy is that business is a form of spirituality. That is part of her color, the perspective that separates her from the traditional marketing expert. Where others stay at the surface, she goes deeper, to the signal beneath the static. Not just a brand's message, its truth. The version already there, waiting to be named.
She calls it intuition. It is also pattern recognition, honed across luxury and mass, clinical and natural, beauty and beyond, watching culture move, watching what lands and what falls flat. Instinct, sharpened by two decades of proof.
And through all of it runs beauty. She has given her career to luxury beauty, but she believes beauty belongs in everything, from the way she cares for her daughters to the way she transforms and rebuilds homes to the way she counsels a founder. Beauty is not an industry to her. It is a lens, and it is a core distinction of how she builds brand strategy.
Her clients are not only businesses. They are individuals who have lost touch with their color, their story, their intuition, their why. Private equity firms holding brands they do not fully understand. Founders who know what they built but not yet who they are. Corporations chasing relevance in a world moving faster than their org charts. She meets them there and helps them hear what they already know.
She is a girl's girl, through and through. Raised by a single mother, now raising two daughters, and held up by a powerhouse community of women who stand with her, personally and professionally. She believes in the power of women, and she keeps a particular place in her heart for female founders. To help a woman make her dream real is, to her, the greatest honor of the work.
This is her work.
An unmanufactured fluency between high-culture luxury and real-world results.
HER S.T.O.R.Y
Viva Vibrant is the journey from black and white to color, because life is more beautiful in color,
and so is every brand willing to live there.
It is transformation. It is the moment someone finally lets themselves be fully seen. Not a rebrand. An unblocking. It is for the woman, the founder, the CEO, the corporation that senses something bigger waiting on the other side of its own limitation.
CHIEF MANIFESTATION OFFICER, CMO
The title is intentional. Chief Manifestation Officer is the next evolution of the
Chief Marketing Officer (CMO), the role grown beyond the surface into
vision, intuition, and meaning.
I believe a brand is a manifestation of energy, vibration, and dreams, all aligned to intuition.
My work is to help you bring your brand into full color vibrancy.
Where a traditional marketer stops at the campaign, I begin at the source.
Through the return to color, I help you find the color of your brand and bring it fully to life.