Managing Director, Client Experience

Ketchum UK

Alicia has a uniquely ‘corpsumer’ mindset & loves the challenge of ‘big brands’

Alicia is the Managing Director of Client Experience at Ketchum UK. In this role, she works to ensure the agency delivers client growth and satisfaction no matter the touchpoint. She also leads one of the agency’s largest clients Samsung, working across multiple business divisions and delivering on product launches, executive communications, crisis comms and events. Having worked across corporate communications and brand marketing over the past 16 years, Alicia has a uniquely ‘corpsumer’ mindset and loves the challenge of ‘big brands’. Other clients Alicia has led at Ketchum include Nissan Europe, FedEx Express and Hertz. Away from work, Alicia is married and adores being a mum to Ella (7) and Ethan (4). With an Indian and East African heritage, she can often be found cooking up a storm in the kitchen. Alicia also loves travelling, supporting industry D&I initiatives (she chairs Ketchum’s Inclusion Council), and sampling fermented grapes!

Favourite campaign of 2021 and why?

The pro bono campaign devised by Engine and EA Sports, which gave murdered QPR youth team player Kiyan Prince a place in videogame FIFA 2021 was unbelievably powerful. And this wasn’t just the fact that Kiyan could, posthumously, fulfil his ambition of playing at the top of his game, but because the underlying mission was to ensure that the Kiyan Prince Foundation was given what it needed to drive awareness about knife crime to prevent other tragedies. The production value was top class, ensuring true likeness to Kiyan, with other creative assets including the development of a 3D through AI technology. A genuinely purpose-led campaign with heart.

Who is your communicator of the year?

I think the then Minister for Covid Vaccine Deployment, Nadhim Zahawi MP did a great job this year getting out there and talking about the vaccine rollout. When I think about where we were last year, with the confusion coming out of Downing Street press conferences and a Prime Minister who often bumbled his way through, it was refreshing to see a Minister on all TV channels, frequenting the circuit to tell us what was going on with the vaccine rollout in a clear ‘non-politician’ way. And as we all start to lead more normal lives, it’s abundantly clear why getting this message right, on time and with the right frequency was so absolutely critical.

Favourite comfort food?

A home-cooked lamb curry – can’t beat it, a spicy hug in a bowl.

Person of the year?

Emma Raducanu – I love what she embodies and how she literally came from nowhere to win a World Grand Slam – goals! She’s a beacon to other girls out there who think titles like this are impossible to achieve if you herald from a certain background or have parents who weren’t born in this country. What an inspiration and source of pride for Britain.

Film you have watched more times than any other?

The Greatest Showman – we love a musical in our house, and I can honestly say we’ve had this on the box more times than I can count! There are some absolute belters in there too so as well as being a film, it’s pure entertainment. What’s not to love?

Song you can’t resist dancing to?

I Wanna Dance with Somebody from Whitney Houston, gets me on the dancefloor every time!

Event you are most looking forward to in the next 12 months?

My dad’s 70th birthday! It’s such an amazing milestone and when I reflect on his journey – from being born and growing up in Mombasa, Kenya, to making the trip to the UK in the 1970s – I feel like we have so much to celebrate and admire. It will be one hell of a bash.