Alicia believes that regardless of the industry, success requires focusing on the “most important things” day after day to create the discipline and habits for execution!

Alicia’s entrepreneurial journey began in the medical-legal industry where, as a trained nurse, she recognized that more could be done to improve healthcare delivery – so she started a consulting firm to do just that!

For over two decades, Alicia’s firm brought over 100 strategic partners within healthcare and legal systems together to help reduce litigation expenses and unnecessary healthcare costs, improve the delivery of healthcare to patients and, in turn, increase confidence in the overall healthcare system. Under Alicia’s leadership, her firm achieved an average increase of 21% annually, with an average gross profit margin of 54% and an average net profit margin of 27% since Day 1.

Following her passion for helping teams achieve seemingly impossible goals, Alicia knew entrepreneurial coaching was the natural next step, and in 2022, she joined the Petra Team.

Outside of work, Alicia is a dedicated daughter, sister, aunt, and friend. She loves animals (especially her 3 cats), cooking, health, and wellness. You can find her outdoors as often as possible – skiing, running, climbing big mountains, and diving big oceans.