About

I’m Alicia (‘uh-LEE-sha’), a product leader who makes things better. Whether it’s an underwhelming product, clunky process, or a doc no one wants to read, I elevate it to what it should be, with clarity and care.

I began my fractional practice in 2025, and over the previous ten years, I built B2B2C products that helped enterprises, newsrooms, and broadcasters earn trust and reach audiences at scale. At Truepic, I led a new product line tackling visual misinformation through image verification. Earlier, I worked on JW Player’s streaming technology used by everywhere from IMDb to CNBC, and helped PowerToFly expand from a mission-driven startup into a global enterprise DEI hiring platform.

My roots are in front-end web development—I first taught myself to code in 1999. I’ve maintained aliciahurst.com since 2006 and have documented every design along the way. I still get a kick out of writing markup by hand, and occasionally take on select website projects focused on replatforming and redesigning existing sites on Squarespace.

I live in Brooklyn, NY, where you’ll find me snapping street photos on a walk, playing pickleball, or following a curiosity trail on Wikipedia.