Meet Alicia, Your Partner Behind the Brand
20+ Years of Corporate Experience in Business Operations, Executive Support, Project Coordination & Leadership
I'm Alicia, founder of Behind the Brand and the Operational Partner behind growing service-based businesses ready for their next stage of growth.
With more than 20 years leading operations, supporting senior executives and delivering complex projects in highly regulated large corporate organisations, I created Behind the Brand because I believe growing businesses deserve the same level of operational support as large organisations, delivered in a way that's personal, practical and tailored to how you work.
As businesses grow, so does the behind-the-scenes complexity. Systems become messy, projects lose momentum, and suddenly you're spending more time managing everything than actually leading your business.
That's where I love stepping in.
I partner with business owners who are passionate about what they do but have reached the point where they can't be doing it all themselves.
How Will I Help You?
Together, we create the systems, structure and operational support that give you back the time, clarity and confidence to focus on growing your business.
Whether it's streamlining the way things work, keeping projects moving, improving processes or simply being the person who keeps everything running behind the scenes, my goal is always the same: to make your business feel lighter, more organised and ready to grow.
When we work together, you're not just getting someone to tick off a task list. You're gaining a trusted partner who thinks ahead, takes ownership, solves problems before they become roadblocks and genuinely cares about your business as much as you do.
Because when your business is supported behind the scenes, you have the freedom to focus on the things that only you can do - leading your team, serving your clients and growing your business with confidence.
Based in Melbourne, I proudly support businesses across Australia and internationally with a calm, organised and proactive approach.
What Clients Say
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“Alicia was fabulous to work with. She stepped in to support a family business, understanding what was needed to make things run smoothy, with tact and care.”
— Jennifer, Wholesale Nursery
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“Alicia doesn’t just tick boxes — she thinks like an owner. She spots issues before they become problems and has a solution ready.”
— Catherine, Business coaching
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"Alicia brings calm to the chaos. She quickly understands what needs to be done. She takes ownership and works through challenges without hesitation."
— peter, Property management
Let's Get Your Business Working More Smoothly
If you’re ready to stop juggling everything yourself and start feeling supported, let’s talk.
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Explore the right level of support for your business
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Gain clarity on where your time is being spent
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Identify opportunities to streamline operations and improve efficiency