HER THESIS
LIFE IS MORE BEAUTIFUL IN COLOR, AND SO ARE THE BRANDS BRAVE ENOUGH TO LIVE THERE.
SOUTH PHOENIX RAISED. PEPPERDINE EDUCATED.
HER BIO
An unmanufactured fluency between high-culture luxury
and real-world results.
Alicia has spent over two decades proving one idea. At The Estée Lauder Companies, one of the world's leading prestige beauty houses, she oversaw North America marketing and communications 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, and helped carry brands through four successful private equity exits.
Range is her rarity. 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.
The first-generation daughter of a community that had nothing and built everything.
That fluency, the ability to move between culture and the luxury boardroom, is the one thing that cannot be manufactured.
THE PROVEN ARCHITECTURE
GLOBAL SCALE
RARE SEAT AT THE TABLE
Worked alongside founders and executive leadership to build multimillion-dollar brands that sell around the world.
One of very few Latinas to lead marketing for a portfolio of 29 brands at The Estée Lauder Companies.
PROVEN AT THE EXIT
Served on senior leadership teams that carried four brands through successful private equity exits.
NAMED AMONG THE INFLUENTIAL
People en Español named her one of its Most Influential of 2020 for transforming how luxury celebrates beauty.
RANGE MOST DON'T HAVE
Product development, marketing, and strategy, across luxury, mass, clinical, natural foods, and nonprofits.
ON CAMERA AND BEHIND IT
Built powerhouse brands behind the scenes and sold millions in minutes as a global brand ambassador on QVC.
CULTURAL STRATEGY • BRAND ARCHITECTURE • LUXURY EXECUTIVE • CULTURAL STRATEGY • BRAND ARCHITECTURE • LUXURY EXECUTIVE •
01
CULTURAL STRATEGY
Defining the narrative and cultural identity of luxury brands through deep research and strategic storytelling.
02
BRAND ARCHITECTURE
Structuring brand ecosystems that resonate with global audiences and maintain a consistent, high-impact aesthetic.
03
LUXURY EXECUTIVE
Leading high-performance teams and managing complex brand portfolios with a focus on precision and impact.
STRATEGIC VISION
04
Translating complex market dynamics into clear, actionable brand strategies that drive long-term value.
INTUITION IS A COMPETITIVE ADVANTAGE.
INTUITION
IS A COMPETITIVE ADVANTAGE.
HER S.T.O.R.Y
NOT A REBRAND.
AN UNBLOCKING.
Viva Vibrant is the journey from black and white to color. It is the moment someone finally lets themselves be fully seen, whether that is the woman, the founder, the CEO, the corporation that senses something bigger waiting on the other side of its own limitation.
The signal beneath the static.
READ HER STORY
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.
CHIEF MANIFESTATION OFFICER
I believe a brand is a manifestation of energy, vibration, and dreams, all aligned to intuition.
Where a traditional marketer stops at the campaign, I begin at the source.
The title is intentional: the next evolution of the Chief Marketing Officer, grown beyond the surface into vision, intuition, and meaning. Through the return to color, I help you find the color of your brand and bring it fully to life.