Adidas
Amazon x NBA
Bare Necessities
Big W Beauty
Bosch
Cabot Creamery
Ceremonia
Coach
Coca-Cola
Colgate
Cubii
Every Man Jack
Everytable
Half Magic
L’Oréal
Native Pet
Noli (L’Oréal UK)
Pat McGrath
Safe Place For Youth
Synchro
Target
Thermador
Ulta
Verizon
Vince
Let’s Work
Hi, I’m Erin—an award-winning strategist shaping culture and commerce for the world’s most innovative brands.
With 10 years of agency and in-house experience, I’ve built brands that move markets and inspire audiences, from authoring net new brands for Pat McGrath and L’Oréal to creating experiential moments that wowed the industry at Coachella and Essence Fest. My unique approach translates human insight into culturally relevant ideas that captivate audiences and drive sustainable business growth.
Let’s build something meaningful together.
ADIDAS ORIGINALS “ON DECK”
Adidas tapped us to launch an experiential-led campaign for their T-Toe styles, targeting Gen Z in non-coastal cities. I led creative strategy, concepting a hyper-local underground party series hosted by rising DJ collectives shaping their city’s music scene — including Pivot Gang (Chicago), Deep Down South (Houston), Hardly Home (LA), and Tyland + John Stamps (Nashville).
This campaign is currently live through October 2025 with a surprise final city. So far, this campaign has already earned well over 2.7M in social reach — sparking hype, community, and cultural relevance for Adidas T Toe styles.
Creative Strategy
Agency: Crown + Conquer
COKE x COACHELLA
Coke came to us to build a brand activation at Coachella that introduced Coke Classic to a younger audience, leveling up on last year with more samples, more foot traffic, even better storytelling. I led Creative Strategy on the project helping craft the concept, narrative, and approach for a modern “Pop Shop” complete with Coke ice cream floats, a soda can photobooth, and soundsorial experience.
The results were outstanding with over 34k guests, 63k samples shared, and an increase in positive brand sentiment for Coke Classic.
Creative Strategy
Agency: Crown + Conquer
Photography: Joelle Grace
Fabrication: Firecracker Works
Coach came to us wanting to create an immersive brand experience for their Amazon brand store that would attract Gen Z customers looking to have a piece of the Coach brand at an accessible price. I developed a content strategy that balanced the heritage and craftsmanship of the Coach brand while speaking to the values and needs of the Gen Z audiences who want quality and longevity from their investment as well as an authentic relationship with the brand.
The launch of the brand store resulted in a 3% year-over-year increase to $1.25bn for the brand.
- Content Strategy
Agency: Accenture Song
Vince asked us to refine their brand and reimagine their DTC experience to appeal to a younger millennial audience. Through Brand Strategy, I helped them identify their key differentiation in the market as being a timeless wardrobing destination for California inspired luxury and lifestyle. Through Content Strategy, I guided them on introducing more lifestyle-driven photography, craftsmanship content, and messaging frameworks that upheld the brand’s heritage while modernizing it for a younger audience.
Brand Strategy
Content Strategy
Agency: Accenture Song
CEREMONIA
Ceremonia asked us to reimagine their website with immersive experience that would drive brand love, discovery, and sales. We did that by introducing Ceremonia’s unique brand story and community throughout the web experience in new ways that would surprise and delight the user. With Content Strategy, I crafted new ways to tell their brand and product stories throughout the user journey, like their clean, Latin American-rich ingredients, their expansive community, their sustainability, and their founder story.
- Content Strategy
Agency: The Stable
Half Magic asked us to launch their new brand with a show stopping web experience that would shock the beauty world. Half Magic is the brand child of Donni Davy, the award-winning makeup artist from HBO series, Euphoria. Through Content Strategy, I helped translate Donni’s product and brand vision while highlighting the product story and community that fueled the birth of the brand. Through community-based UGC and inspiration, visual storytelling, creation-focused messaging, and result-driven product messaging, we launched a web experience that took the brand beyond trend, making it a viral sensation that stole the hearts of Gen Z and Zillennial beauty lovers around the country.
- Content Strategy
Agency: The Stable
Synchro is a science-backed supplement brand focused on extending healthspan and renewing the body over time. They partnered with us to evolve their story, shifting from a senior-focused narrative to one that resonates with a younger, more proactive audience.
I led the end-to-end brand strategy, spanning research, competitive analysis, audience definition, and narrative and messaging framework to define a differentiated position in the wellness space. The work reframes aging as an opportunity for renewal, not decline, and led to the development of the core brand platform, “The Age of Renewal.”
From there, I led content strategy to establish a clear messaging hierarchy designed to translate the brand across touchpoints and guide audiences seamlessly from discovery to conversion.
- Research
- Brand Strategy
- Content Strategy
Agency: Accenture Song
Safe Place For Youth is an LA-based organization that supports and empowers youth experiencing homelesness with lasting, community-driven solutions that address racial and social inequity. SPY asked us to come up with a compelling campaign that would encourage young people to volunteer with SPY on a regular basis. We came up with the “Donate Your Hobby” campaign to show people that any hobby, talent, or skill can be used as a way to volunteer at SPY whether it’s cooking, gardening, painting, or even fashion styling.
The Results: SPY saw a 40% increase in volunteer signups after the campaign went live.
Our team won a Silver Anthem Award, part of The Webby Awards, for Best Humanitarian Action & Services category in 2022.
- Research
- Campaign Strategy
Agency: The Stable