Spotlight On: Alicia Bagga, Technical Sales Administrator

Alicia Bagga, Technical Sales Administrator at Dennis Eagle

1. Hi Alicia, excited to be speaking with you about your time at Dennis Eagle so far. Could you tell us how long you’ve been with the company and what your role is?

Hello, happy to be involved! I have now been working as Technical Sales Administrator at Dennis Eagle for just over eight months, having started in December 2025.

2. How would you describe your role in three words?

This is a tricky one, but the first thing that comes to mind is attention-to-detail (which is technically three words already, but they capture it perfectly!), because accuracy is so important in my role. It’s also really fast-paced, and coordination is key. I work across multiple departments, for example with our Planning and Data Control teams, to help support them on a regular basis.

3. What are some of your key responsibilities?

Fundamentally, my main responsibility is to support our Sales and Bid teams by ensuring our contracts, and any vehicle specifications within those contracts, are accurate. I also review any amendments or changes to these in order to keep them up-to-date, and wherever I can work to identify areas of improvement to help our processes become even smoother and more efficient. More recently, I’ve spent a lot of time making certain all of our data is correct and current so this is properly reflected across our systems.

4. What did you do before becoming our Technical Sales Administrator?

I had a very varied career in automation prior to joining Dennis Eagle. I’ve worked in various roles across Sales, Marketing, and Communications, including working as a Global Merchandiser with Aston Martin. After my degree, I moved straight into Marketing, gaining hands-on experience across the wider marketing mix, including rewards, events, and sponsorships. A good example of this was a festival experience for a motorcycle event which I ran – this resulted in great engagement with customers and was very well received.

From here, I moved into a Communications role alongside sales-focused teams to help develop marketing campaigns and propositions to better support sales and engagement. I’ve also had plenty of opportunities to travel with work, having been a Customer Experience Rep for Renault and frequented their headquarters in France. This saw me work with teams on a global scale, identifying prospective improvements to the customer experience and supporting the business’ sustainability initiatives. I’m already building on all of this experience at Dennis Eagle, now looking at the operational side of the customer journey. This has given me a different perspective on the processes, data, CRM, and commercial activities that support it.

5. Why did you decide to join Dennis Eagle and what makes you want to stay?

I wanted to join Dennis Eagle to help develop my skills, take on a new challenge, and be a part of a team that really makes a difference. I’m also proud to have a fairly unique role in the business that helps to improve our ways of working when it comes to our contracts. There’s a lot of variety in my role which keeps me interested day-to-day, including learning about all of our customers’ different requirements and individual needs.

6. What is your favourite thing about working at Dennis Eagle?

The people I work with are great. While we all have a laugh together, we also know when it’s important to get our heads down and crack on with the work. There are also so many opportunities to keep learning more, build on my skills, and get involved in supporting different areas across the whole business.

7. What is your proudest achievement so far?

Outside of Dennis Eagle, my proudest achievement was developing and running a huge campaign for Renault called ‘We do vans too’. This involved developing the campaign brief, working closely with an external agency, building key relationships with Managing Directors and Dealer Marketing teams as they grew to help build marketing and sales opportunities, and ultimately developing the right strategy. This campaign led to over 40 million impressions, 15,000 clicks, and a 61% uplift in van sales. It was a huge achievement and I’m really proud of it.

Since being at Dennis Eagle, I’d say I’m proudest of my commitment to seeking initiatives that drive continuous improvement. I’ve already learned a lot in the role and am always keen to discover how we can further improve in the future, for example, by using CRM systems to our greatest advantage.

8. Do you have any specific goals or ambitions for the future?

I’d love to be able to take on even greater responsibility within our team. My goal is to make our sales and bid processes and journeys more streamlined and efficient. Part of this would involve developing my skills in areas such as PowerBI. There’s so much potential for our reporting, and I’m excited to get stuck in with helping us to become more self-sufficient and address some of our key KPIs. I’m a big fan of analytics and want to be able to better understand how data can best support our business’ growth.

9. Final question: who are you outside of work?

I love music, so try to see as many concerts or be a part of as many festivals as I can. I’ve seen Calvin Harris, Beyonce, Drake, and Harry Styles to name a few! I also really enjoy travelling – I’d love to see more of the Caribbean in particular. I’m also a little bit obsessed with shopping! You’ll see me in the office changing up the looks of outfits and trying out new trends.