Alicia Van Hyfte brings over five years of brand management experience across a range of industries, from banking to beer.

While earning a dual degree in Marketing and Communications from the University of Calgary, Alicia got her start managing social media for the University of Calgary Students’ Union and contributing to content marketing at ATB Financial and Calgary Economic Development.

Before joining Adverb, Alicia made her mark at Partake Brewing, where she helped drive the brand’s growth and expansion across North America. She led more than 20 product launch campaigns, developed national brand partnerships, and played a key role in the company’s 2023 rebrand—recognized by the Craft Beer Marketing Awards and Designalytics for its creativity and impact.

Whether she’s managing a project or exploring new corners of Calgary, Alicia approaches life and her work with curiosity, creativity, and a sense of fun. She’s always on the lookout for moments of joy—be it a spontaneous game of Pickleball, a well-crafted meme, or time spent with her cat, Roni.