One of our "Power 100 Vendors"
Biography and Background:
Alicia has been part of AT&T's Business Sales and Marketing team since 1991, serving in a number of highly visible, strategic roles. She's demonstrated her interpersonal and organizational skills in complex business negotiations and has a long history of leadership, characterized by concrete performance, a keen analytical approach and imaginative thinking. In 2017, Alicia was appointed vice president, Channel Marketing, focused on the small and midsize business market. In this role, she develops the cross-channel strategies that connect more than 3 million customers with the communication and technology services that fuel their businesses. Alicia has worked in wide range of leadership roles, including serving as the chief of staff for AT&T's president of Business Sales and on the integration team during the SBC/AT&T merger. Most recently, she led all advertising, direct marketing, digital marketing, live event programs and creative services for AT&T Business as the vice president of Marketing Communications. In 2013, Alicia was selected as one of the 25 Best Marketers by BtoB Magazine. She holds a Bachelor of Science in marketing from Lehigh University. She and her husband live in Murphy, TX.
How have you personally helped advance your company's channel business over the past year?
At AT&T, we know that having a vibrant channel business is fundamental to serving our customers and executing on our growth strategy. And we simply won't attract the right partners if we don't listen to what they need. As vice president, Small and Medium Business Channel Marketing, I lead a team focused on supporting and enabling our solution providers. One of the most important things we did in 2017 was to form an advisory council, whose members helped us identify key opportunities to help grow the channel. As a result, we piloted several growth initiatives that became the basis for the significant improvements we're delivering for our solution providers this year, these include: • Simplified and competitive compensation options • Increased investment in the platforms, tools and capabilities we deliver to our customers and solution providers • Access to the majority of AT&T Business accounts • Integrated marketing programs with master solution providers and "feet on the street" programs
What are your goals for your company's channel business over the next year?
We are transforming our distribution strategy and redoubling our commitment to third-party partners. AT&T Partner Solutions is driving new strategic wireline and wireless growth, contributing more than 40% of the 2017 incremental growth in strategic services for total AT&T Business Solutions. We expect that growth to increase tremendously in 2018. My commitment to the channel is that we will continue to support their growth, by enabling them with AT&T's robust portfolio and support tools that meet their needs -- and those of our mutual customers -- to deliver secure, integrated, network solutions.
Outside of your family, please name a woman you admire and why:
Maya Angelou. So many women have left their indelible marks on history - they invented things, accomplished things, changed things. But, Maya Angelou was a powerful communicator with a voice that carried and compelled. Her writing was not only profound, but, also, universal. It could be loud enough to reach an audience of thousands or gentle enough to calm a single soul. She was willing and able to share that gift to change the way we think, feel and act.
What advice would you give your 16-year-old self?
Breathe. I'm not sure where it came from, but I was a very driven kid. My parents encouraged, but never pushed. Still, I always felt I had to get an A or the lead role in the play. I felt like I had to wear the right thing, do the right thing, date the right guy and get into the right school. It was always about things being what I thought was 'perfect.' I realize now that I was sometimes so focused on getting it right that I didn't always just breathe and enjoy the moment.
If you could master any new job-related skill, what would it be and why?
I would learn a new language. Like a lot of people, I took a language in high school. But, even after 5 years of high school French, today I can only manage to count to 20, and that's about it. Business today is so global and, despite all of our technology, personal relationships matter. Being able to build those relationships with respect for cultural norms and expectations - including language - is powerful.
What's the best book you read this past year and why did you like it?
"Still Alice" by Lisa Genova. (And I know there was a movie adaptation, but the book was so much more haunting). The story is a fictionalized, first-person account of early onset Alzheimers. As I read it, I knew it was just a story, but it felt real to me in a way that few books have. Alice's awareness of what is happening to her, and her inability to have control over her own state of self, was devastating. Not only could I not put it down, but it has stayed with me since I read it.
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