Alicia is an Account Director with 15+ years of experience on the agency side. Her first job as a paper carrier back in the 80’s, planted the seed for her dedication to building solid client relationships and her love of media.
Welcome Alicia Newland, Sandstorm's Newest Account Director
At the young age of 5, I became addicted to the world of marketing but not necessarily as a career. You see, I fell victim to a very impactful television commercial for a Halloween costume based solely on their advertising. That costume was Kooky Spooks and I was the Green guy.
I was born and raised in Central Illinois where the famous saying originated: “If it plays in Peoria, it’ll play anywhere.” That saying was coined as a tell-tale sign that vaudeville shows would be successful on tour or that 70’s political campaigns would resonate across the nation. Essentially, it equated to a local consumer study to predict favorability at a national level.
Unable to pull my roots from Illinois, I decided to attend the University of Illinois for undergrad – primarily because I heard they had a great Euchre program. Actually, attending U of I was an exciting time for two reasons: the Advertising program was ranked #1 in the nation at the time and the “information superhighway” had just been built and opened for online journeys there.
Since college I have been fortunate enough to apply and expand my marketing knowledge on major brands such as UPS, Sony, United Airlines, Sprint, Ford of Canada, and Kraft not to mention work with celebrity talent assets including Mike Rowe, Matt Kenseth, Dennis Leary, China and The Undertaker. Yes, even “The Undertaker!”
But where I’m most passionate is data. Not just “Big Data,” any kind of data that helps me to make smarter decisions for my clients and to develop strategies that garner results. Aside from the incredibly talented staff and innovative working environment, I joined Sandstorm because of their model in guiding clients based on very methodical primary research and their implementation of usability studies – just to name a few reasons.
As an Account Director, I work with a very smart and dedicated team of strategists who search rigorously for user insights. Sandstorm also performs user research and usability testing to validate the success of online experiences before launch. In a sense, I guess you could say that we will roll out a new campaign if “it plays” at Sandstorm.