Alicia has an Associate Diploma in Business Studies majoring in Marketing which she studied at Swinburne University in Melbourne, Australia.

She has worked for a number of years in marketing for high profile brands such as Revlon, Schweppes and Heinz, along with New Zealand government agency Trade New Zealand representing New Zealand companies exporting to the Australian marketplace. After a period of time living in Melbourne, Alicia returned to Auckland where she has worked primarily in marketing research, consulting as an analyst to a number of domestic and international companies.

She has always loved the sport of tennis, keenly watching the Grand Slams on TV and attending the Australian Open annually! However, only started playing tennis later in life. Therefore learning the sport as an adult, she can easily assimilate to those learning programmes such as Xpress Tennis. Alicia played competitive tennis at an interclub level both in Australia and New Zealand.

Now married with children, she can closely relate to being a “tennis mum” with both her children going through the stages of learning tennis and making the game a “sport for life”.

Alicia is responsible for the marketing and promotion of all Tennis Monsters programmes and events, along with the development and building up of in-school tennis.