Alicia Chrapaty

Alicia Chrapaty is Chief Marketing Officer at H&R Block, where she brings bold innovation and strategic leadership to modernizing the brand and accelerating growth. Leading a high-performing, multidisciplinary team, she advances culturally relevant, customer-centric marketing and communication strategies that strengthen brand connection and deliver exceptional client experiences.

With more than 20 years of experience spanning digital, subscription, e-commerce, and retail industries, Chrapaty blends strategic vision with operational rigor to deliver measurable business results across the full customer lifecycle. Prior to joining H&R Block, she served as Chief Marketing Officer at Pluralsight, where she led a comprehensive marketing transformation focused on returning the business to growth. There, she evolved the company’s brand strategy, rebuilt the marketing organization, and introduced new frameworks for customer engagement and revenue growth.

Earlier in her career, Chrapaty held executive roles at leading brands across industries, including Chief Marketing Officer at TaxAct, Vice President of Marketing at Pier 1 Imports, and senior leadership positions at Verizon Media and AOL. Known for building world-class teams and scaling modern marketing operations, she grounds her leadership approach in creative storytelling, rigorous analytics, and an unwavering focus on customer needs.

Chrapaty holds a Bachelor of Science in Marketing from George Mason University. Raised on the East Coast in the Maryland, Virginia, and Washington, D.C. region, she now resides in Southlake, Texas, with her husband, their two children, and two dogs. Outside of work, she enjoys coaching her children’s activities, traveling, dancing, and staying active with friends through mahjong and pickleball.