Alicia Waters

Alicia Waters is the EVP of Crate & Barrel and Crate & Kids. Alicia has over 15 years of experience in marketing and branding, with a focus on retail. Alicia has a proven track record of success in growing sales and brand awareness through innovative marketing initiatives.

Alicia began their career as a Manager of Corporate Strategy at Gap Inc. In this role, they were responsible for developing and implementing growth strategies for the company. After two years in this role, they were promoted to Global Brand Manager for BabyGap and GapMaternity. In this role, they oversaw all aspects of the brand, including marketing, product development, and visual merchandising.

After a year in this role, Alicia left Gap Inc. to join Kraft Foods as a Brand Manager for the Cheese & Dairy Sector. In this role, they were responsible for developing and executing marketing plans to grow the Kraft cheese business. After two years at Kraft Foods, Alicia joined CB2 as Vice President of Marketing.

At CB2, Alicia successfully grew brand sales by 60% from 2012-2016 on a 27% increase in marketing budget. Alicia did this by shifting early into digital marketing & analytics, as well as significantly evolving all brand creative & activations. Under their leadership, CB2 launched cutting edge brand and product collaborations that drove sales and increased brand awareness. Media mix regression analyses demonstrated that CB2 marketing directly drove 35%-40% of sales each year.

In August 2017, Alicia joined Crate and Barrel as EVP of Crate & Barrel and Crate & Kids. In this role, they are responsible for overseeing all aspects of the brands, including marketing, product development, visual merchandising, and ecommerce. Alicia is committed to continue growing the Crate and Barrel brands through innovative marketing initiatives that drive sales and increase brand awareness.

Alicia Waters attended Northwestern University - Kellogg School of Management, where they earned a Bachelor's degree in Business - Marketing & Management. Alicia then went on to attend Miami University.

Alicia Waters reports to Janet Hayes, CEO. They work with Kevin Sierks - CFO, Jason Booth - CTO, and Sebastian Brauer - SVP, Product Design.