Alicia Beachley

Alicia Beachley is founder and CEO of April5, a leading independent marketing agency specialising in brand activation.

Alicia began her career in the then-emerging discipline more than 16 years ago, establishing the integrated promotional marketing division at one of Australia’s largest PR agencies in 1998, before setting up her own agency in 2007.

An industry expert, Alicia uses brand activation to develop strong emotional connections between brands and their customers. Armed with over 20 years of marketing experience and insights, Alicia is recognised as an expert in her field.

Together with her dedicated team, Alicia works passionately in the brand activation space to bring ideas to life and inspire consumer action. She is no stranger to million dollar promotional campaigns, loyalty campaigns, below the line brand strategy and national retail and experiential events.

An impressive suite of repeat clients includes well-known brands Telstra, Sony, P&O, Coty, RAMS Home Loans, Stuart Alexander and Pilot Pens. April5 is an award winning agency, achieving sustained growth through strong client partnerships and continuous improvement in everything they do.

Throughout her career, Alicia has engrained integrated promotional marketing and experiential marketing techniques as essential components of the traditional marketing mix.

A sought-after industry commentator and contributor to trade and business media, Alicia is an engaging speaker, and a valued mentor to her staff, industry up-and-comers, and other professionals through programs such as Legends & Leaders.

Her commitment to industry includes serving more than a decade on the executive committee of the Australasian Promotional Marketing Association (APMA), the peak industry body for promotional marketing and brand activation agencies in Australia and New Zealand.

Alicia manages APMA’s Star Awards program, which recognises agencies and clients for outstanding strategic and creative work, and has been instrumental in forming APMA’s Young Stars. In addition to this, Alicia serves on several judging panels for local and international awards, including the Effies, POPAI and Marketing Agencies Association Worldwide (MAAW) Globe Awards.

Committed to offering her considerable expertise to charitable endeavours, Alicia is a committee member for the Special Olympics and a board member of First Seeds Fund, a philanthropic fund dedicated to supporting the needs of women and children through education and employment.