ALICE PILCHER

“The Colony Hotel in Palm Beach Florida really inspires me. It’s a nostalgic hotel from the 1950s that oozes old world charm, filled with colour and detail.”

Five minutes with Alice…

What first attracted you to a career in marketing? 

I loved watching Melrose Place back in the day (didn’t we all?). Amanda Woodward in her red power suit, running an advertising agency with creative flair was an inspiration. After completing my degree in Communications (Marketing), I focused the last twenty years of my career working in financial services marketing for various firms in London and Sydney. The psychology behind marketing and studying human behaviour was, and still is, the most fascinating element for me. 

What’s the best piece of advertising you’ve recently seen?

I love the Aldi TV commercial where it’s raining in store, and the customer realises that Aldi doesn’t have everything she needs on her list. The cashier reassures her that it’s ok to “see other supermarkets” for items not available at Aldi – just make Aldi your first shop. This campaign shows an honest, vulnerable, and very real understanding of, and respect for, consumer needs and shopping behaviour. The campaign aligns so well with the concept of “if you love someone, let them be free”. Aldi loves and respects their customers to be who they need to be, and in return, we only love them more. It is this honest and true respect for the consumer and their needs that the MILEHAM brand and customer experience aims to embody.

Have you noticed a change in customer behaviour pre versus post COVID? 

Yes, definitely. There’s been a real shift towards taking the opportunity to enjoy life in the present. Not just living it day to day. Lockdowns have left a lasting impression on people to focus on the liveability of their homes. Not just in a “make your home your holiday” sense with outdoor kitchens, pools and entertaining zones, but in a genuine “is there space for us all to come together and equally have time apart” sense. We’ve noticed our clients are moving away from the muted colour palettes so popular from the last few years, and embracing bolder colours, textures, fixtures and fittings. They’re more open to exploring new and different ideas about how to live in a home and use the space available to them. They want to feel a sense of joy every time they walk through their front door.

What’s your favourite building or public space, and why?

While I’ve never stayed there, the Colony Hotel in Palm Beach Florida really inspires me. It’s a nostalgic hotel from the 1950s that oozes old world charm, filled with colour and detail. Think pinks and greens, foliage, flamingos, and classic movie stars – where each room is individually styled to create a memorable experience for guests. Every time I scroll their Instagram feed, it exudes the fun and joy of being on holiday – Take me there!

Career highlight to date?

Moving from a twenty year career in big corporate and all the resources, market presence, and budgets that come with that, into MILEHAM, a small, young business with big goals, has been a major highlight for me. It’s given me a real opportunity to express and develop a growth strategy and brand from scratch – so rewarding and fulfilling (yet not without its deep breath moments!).

You’re currently building your dream home on the Northern Beaches – where are you looking for creative and design inspiration?

The vibe we’re going for is Bahamas beach house with a colonial, nostalgic twist. We’re opting for pinks, florals, foliage and a big veranda for cocktail hour gin and tonics (think Raffles in Singapore). Some of the inspiration has come from Instagram and Pinterest, alongside the work of prominent architects like Robert AM Stern who is amazing with creating intricate details on buildings that build a story and personality. We’ve set up an Instagram for this project - “Bahamas on the Beaches” - to document all the highs and lows (yes - architects and builders still experience some of the challenges we’re all familiar with when it comes to designing and building a family home!).

What’s the best piece of advice you’d give to customers about to embark on a renovation or new build project?

You get what you pay for – stick to the experts who can bring your vision to life with the best ideas, designs and skills to meet your goals, rather than shopping around for the cheapest price in town. Pay a fee to meet with an architect early – they can save you a huge amount of time by providing ideas and recommendations on what’s possible within your desired timeline, budget and also what’s allowable within your local council DA or CDC guidelines.

This or That?

• Bright and colourful or neutral tones?  Bright and colourful

• Thinking or doing? Thinking. I love a good ponder.

• Open plan or defined spaces? Defined spaces that each have a purpose.

• Digital marketing or traditional marketing?  A mix of both – I love digital for the data analysis, but find you can be more creative, emotional and memorable with traditional marketing.

• Early riser or night owl? Definitely a night owl (and two strong coffees in the morning to fire up the engine). Two of the most influential politicians and creatives of our time - Diana Vreeland and Winston Churchill - did some of their best work from their beds in the morning. I’ve always thought they were onto something.