Alicia Carroll is a seasoned public relations professional with more than 17 years of strategic communications, media relations and brand-building experience, primarily within one of the world’s most recognizable retail brands. As the Director of Public Relations at IKEA Canada, Alicia leads the national PR and media relations strategy, aimed to strengthen brand reputation and drive earned visibility across the country.
Throughout her career at IKEA, Alicia has built a deep foundation in storytelling, spokesperson work and integrated brand communications. She has worked in a variety of roles across the business at IKEA with a significant focus on elevating IKEA Canada’s consumer PR program. Alicia has cultivated strong relationships across lifestyle, home décor and design media, while delivering high-impact campaigns such as the Interior Design Show, IKEA Catalogue, IKEA Canada’s 40th anniversary, and collaborative collections with Gustaf Westman, Virgil Abloh and Sonos. As a national spokesperson, she has played a key role in story-telling in the brand’s unique tone of voice.
Alicia also has broader experience in national events, marketing campaigns, omnichannel activations and large-scale promotions, allowing her to integrate PR with broader business objectives. These cross-functional roles have strengthened her leadership and her ability to guide teams through complex, integrated initiatives.
She began her communications career with roles at a PR agency, the Royal Agricultural Winter Fair and the Children’s Wish Foundation. Alicia holds a Postgraduate Diploma in Public Relations from Humber College and a BA Honours in Communications and Italian from York University.
Fun Facts
• IKEA is my career love-story: I started part time at IKEA while in university and have since built a fulfilling career within the field that I studied – proof that retail can absolutely be a rewarding and meaningful career path.
• Music & travel = my happy place: I love exploring new places and listening to just about every genre of music…but 80s and 90s pop hits will always have my heart.
• Proud sports mom: When not at work, there’s a good chance you’ll find me at a hockey rink or baseball diamond cheering on my two kids.
About CPRS Toronto’s Monthly Member Spotlight
Once a month, the Monthly Member Spotlight shines a light on the people behind our CPRS Toronto community, giving them the opportunity to share their stories, highlight their work, and inspire peers across the public relations and communications field. These features showcase the diverse experiences, career journeys, and personal passions that shape our profession and strengthen our community.
If you would like to be featured or nominate a colleague, please contact us at communications@cprstoronto.com.