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Chief Marketing Officer
Crate&Barrel and Crate&Kids
Alicia Waters is the Chief Marketing Officer for Crate & Barrel Holdings, Inc., a global home furnishings retailer. She brings more than 20 years of consulting and brand strategy to the team. Prior to her CMO role, Alicia led the Crate & Kids brand, overseeing all brand activities including merchandising, marketing, creative, planning and design. She led this brand to a complete turnaround throughout 2019-20. Prior to Crate & Kids, Alicia served as Vice President of Marketing at CB2 where she led brand innovation, evolving the brand’s messaging and identity, increasing brand sales and awareness, and spearheading the brand’s approach to digital engagement and brand collaborations. Her passion is around driving growth and flow through high performance teams. Alicia spent two years living in Paris, France with her family where she led strategic projects for Sheego, a German women’s retailer. Prior to joining Crate & Barrel Holdings, Inc., Alicia held various brand leadership positions for Mars Wrigley Confections, Kraft Foods, Babygap/Gapmaternity Marketing, and Gap Inc. Corporate Strategy. Alicia holds a Master of Business Administration from the Kellogg School of Management at Northwestern University, and a Bachelor of Science in both Marketing and Organizational Behavior from Miami University. She is a member of Founders’ Board of Ann & Robert H. Lurie Children’s Hospital of Chicago, Marketers That Matter, and the Google Retail Advisory Council. In her free time, she explores fashion, museums, and traveling.
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