Alicia is the technical force driving Brands That Wow. Driven from childhood by a deep curiosity to uncover the unknown, she began her career as a Forensic Toxicologist. This path took her on a remarkable journey, from conducting research at King’s College London and the University of Cambridge to analysing drug-testing samples for the Olympics and other major global sporting events.

While she loved the laboratory, Alicia felt a stronger calling toward technology. Embracing a bold career change that many hesitate to make, she pivoted from forensic science to tech development. The analytical mindset, rigorous attention to detail, and sharp precision she mastered as a scientist proved to be invaluable assets. She initially applied these transferrable skills to tech development for healthcare businesses before successfully branching out into a wide variety of industries.

Today, Alicia focuses her passion on empowering small and medium-sized businesses. Driven by a lifelong love of learning and an infectious enthusiasm, she is also a dedicated entrepreneur. Alongside her mother, she founded a social enterprise dedicated to supporting small-scale farmers in the Caribbean.