“In this digital world, brands need to remember that their customers are people and they need human connections”
CEO | April5
Alicia is founder and CEO of leading independent brand activation and marketing agency, April5. A respected and active leader in her field, Alicia’s more than 20 years promotional marketing experience spans creating, executing and overseeing the management of million dollar promotional campaigns, product launches and national retail and experiential events for a broad range of major clients including Unilever, Pepsi, George Weston Foods, Fosters, Cerebos, Starbucks and Philips.
A pioneer in the brand activation field, Alicia forged her career in the then-emerging discipline more than 16 years ago when she established the integrated promotional marketing division at one of Australia’s largest PR agencies, Hausmann Communications, in 1998. With a successful career in below the line agencies integrating promotional and experiential marketing, and seeing it entrenched as a key component in the marketing mix, Alicia formed her own boutique agency, April5, in 2007 to continue to specialise in this area.
Alicia has led April5 to year-on-year exponential growth through activating ideas and creating campaigns that change behaviour, drive consumer action and deliver measurable results for a strong stable of clients including household names like RAMS Home Loans, NBN Co., Nokia, Pilot Pens, P&O, Coty and Calvin Klein.
Reflecting her dedication to the industry, Alicia has served on the executive committee of the Australasian Promotional Marketing Association (APMA), the peak industry body for promotional marketing and brand activation agencies in Australia and New Zealand, for more than 10 years.
She sits on judging panels for local and international awards, including the Marketing Agencies Association Worldwide (MAAW) Globes awards, and manages APMA’s Star Awards program, which recognises agencies and clients for outstanding strategic and creative work.
Alicia also provides her considerable expertise to charitable endeavours. She is a committee member for the Special Olympics and a member of the advisory board for the First Seeds Fund, a philanthropic fund dedicated to supporting the needs of women and children through education and employment.