A first-generation Texan, Alicia leads Paid Search at Jackson Spalding out of our Dallas office.  She combines her entrepreneurial spirit and strategic mindset to provide a best-in-class experience in an ever-evolving landscape.  

Always having an underlying passion for marketing, Alicia began marketing studies at the University of Oklahoma. A move to Kansas led Alicia to Wichita State University where she completed her business degree with a concentration in marketing and a minor in psychology and business management. 

Alicia began her paid media career in San Francisco learning SEM basics in the “wild west” of insurance lead generation for online advertising. Her career journey led her back to Dallas, where she managed high volume accounts for Hotels.com, and where she came to the realization that she should have paid more attention to her Excel classes! Before joining Jackson Spalding, she worked as a Senior Director of Paid Search for Wpromote, leading paid media strategies for key clients including Spanx, Jack Black, Cinemark and Huda Beauty.  

Alicia loves new adventures and travel experiences, which started at an early age with her regular travel to Venezuela to visit family. One of her highlights is taking a wine bar tour in Rome where she learned about the history of Italian wines, led by a sommelier-in-training. When not traveling, Alicia lives with her husband, son and three dogs in a Dallas suburb. She also loves looking for local adventures at coffee shops, parks and during Target runs.