Alicia Romero is Vice President, Brand Integrated Brand Communications and Cultural Relevancy at The Estée Lauder Companies. She has spent nearly 20 years working on global beauty brands and has expertise in marketing, brand positioning, inclusivity and diversity, business development, and product innovation. Her career highlights include working on powerful storytelling content, creating and launching new products for major beauty brands, developing private equity beauty brands, working on live television, and selling on QVC. 

 

In her current role at The Estée Lauder Companies, she innovates breakthrough marketing strategies, pioneering the way that diverse communities are reflected in prestige beauty. Alicia, a first-generation Mexican American, raised in Phoenix, Arizona. She is passionate about recognizing subcultures that allow individuals to see themselves— moving beyond superficial ethnic stereotypes. All her experiences have allowed Alicia to define her personal brand and affirmation, “Viva Vibrant: Life is More Beautiful in Color”. 

 

Alicia graduated from Pepperdine University and currently resides in Phoenix, Arizona with her husband and daughters.