Alicia Rowbotham

Alicia is Head of Marketing at RIFT, where she leads how the business connects with customers and helps them understand their tax refund options clearly and confidently. She is responsible for making sure the information our customers see is accurate, transparent and easy to follow, so they can make informed decisions from the very start.

In her role, Alicia oversees the channels where customers first come across RIFT, including search, social, email and the website. She works closely with teams across the business to ensure that what customers see reflects the service they will receive, creating a consistent and reliable experience from first interaction through to claim completion.

With a strong background in performance-led marketing, Alicia focuses on improving results while also improving the customer experience. She uses data, testing and continuous improvement to make sure RIFT’s communications are not only effective, but also clear, responsible and have our customers’ best interests at heart.

Alicia says: “The most important part of my role is making sure customers understand their options and feel confident in their decision. When we make something clearer or easier, and see both performance and customer confidence improve, that’s when we know we’re doing things right.”