40 Under 40: Alicia Foreman


Alicia Foreman
Purple | Senior Director of Financial Planning + Analysis | Lehi | AGE 33

Color this impressive: Alicia Foreman earned her MBA at the University of Utah and built Purple’s accounting department from scratch — all while taking Purple public. #casual The finance and accounting genius has worked in and consulted for companies both large and small. Foreman is an expert in forecasting, modeling, operations, and leadership, and she’s helped guide Purple into a dreamy industry giant that did more than $648.5 million in sales in 2020.

PROUDEST ACCOMPLISHMENT I pulled off three major milestones at once: I earned an MBA while working a new job in a growing company (think developing processes to keep the wheels on the bus) — all while Purple went public! Also at this time I had two children, 6 and 2 years old. It was probably the hardest thing I’ve ever done. LEADERSHIP STYLE I strive for transformational leadership, inspiring followers with a vision, serving as a role model for the vision, and working in the trenches with fellow employees. WHEN THE GOING GETS TOUGH I usually seek advice from people who have been there before. I try to view it from different perspectives and different angles. I’m a problem solver at heart, so I like to dive deep into the issue — all the way in the weeds — and figure it out from the bottom up. MAIN MOTIVATION Working with others who have more experience than I do motivates me to learn and grow. ULTIMATE CAREER DREAM To run a company! My dream is to surround myself with people who know more than I do in their respective areas — to bring a team together, support them, inspire them, and help them accomplish great things.


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