Alicia became Director of Hospitality at M&S, responsible for all in-house cafes and restaurants, in December 2023. Prior to that she was CEO of Kick Game, a luxury sneaker and apparel retailer, held a position as CFO of an online spirits retailer, and founded and ran the UK's first women's performance road cycling brand. Before this she was at Diageo as Mergers and Acquisitions director, then Tesco Global Account Director. Her career began as a senior manager at PwC.