VP of Human Resources and Culture

Alicia Wilkins

Alicia leads as Rival’s VP of Human Resources and Culture, where she translates organizational strategy into talent and cultural initiatives. Alicia works with executive leadership to drive the overall strategy, development, communication, and administration of company policies and procedures relative to employee relations, talent management, compensation, and benefits.

Prior to Rival, Alicia led Ambassador Supply’s HR and Culture division for three and a half years, during which time the employee count more than doubled. Before joining Ambassador Supply, she spent 12 years with Vera Bradley working on a variety of human resources and IT projects, including leading the company’s expansion of more than 100 retail stores.

Alicia was born and raised in Fort Wayne, IN. Along with her husband, Eric, she enjoys spending time on the sidelines of a soccer field watching their three children, Grady, Calla, and Nori.

“I feel so fortunate to be a part of the Rival team. By building relationships with our employees, I get to learn how we can create meaningful impact both within the business and in their personal lives. And the challenge of living out our high-care, high-trust, and high-performance values drives me to pursue excellence every day.”

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