Most people learn branding. I learned it inside the rooms where it actually happens — at the table with HelloFresh, Starbucks, and the brands redefining what wellness looks like. Thirteen years of that leaves you with something you can't fake: instinct.
Brand Positioning
Building the strategic foundation that makes every brand touchpoint feel inevitable — not just intentional.
Storytelling
Crafting the narrative that connects a brand to culture — across campaigns, channels, and moments that matter.
Brand Partnerships
Creating relationships between brands that expand reach and unlock audiences neither could reach alone.
Two cities.
One lens.
Zero compromise.
I started in New York — building DTC and retail brands at HelloFresh Group, Starbucks, and across the CPG health and wellness space. From small founding teams to large corporations, I have been the strategic operator behind brands at every stage of growth.
Now based in Los Angeles, I work with brands at pivotal moments. Whether that's a launch, a repositioning, or a story that needs a sharper edge — I bring the experience of someone who has built from the inside out.
Begin theDialogue
Currently accepting inquiries for brand strategy, partnerships, and storytelling engagements. Let's discuss the future of your brand's presence.
hello@alicova.com