Alicia’s work as GiGi New York’s lead designer requires her to incorporate the ideas of the company’s owner, handbag designer and head of social media marketing — a process that showcases her collaborative abilities. She designs launch campaigns for seasonal handbag collections in such a way that targets specific consumer demographics. A key way the company reaches individual demographics — such as the market for young women aged 18-35 — is to leverage relationships with bloggers and social media influencers. Alicia helps cultivate these relationships and works with each so-called brand partner to provide artistic direction relative to each product and to enforce cross-promotional guidelines to ensure that messaging meets expectations. For each new handbag style or color that is debuted, Alicia creates promotional marketing material for the company’s four main outreach channels: digital ads, email blasts, social media posts and homepage presentations.