Erika W. Email & Phone Number

Bubenreuth, By, De

Herzogenaurach, Bavaria, De

Adidas /// Studio, our pioneering brand-led internal startup, propels us into the open metaverse with a robust go-to-market strategy and sustainable business model. We fuse Adidas Lifestyle and Sport with Web3, gaming, and digital platforms, reaching 138 countries. Notable collaborations: BAYC x Pixel Vault x Gmoney, Doodles, Art Blocks, Bugatti, BAPE, Prada, and STEPN. Key offerings include connected clothing, token-gated collectibles and events, "Alts by adidas" character IP on Ethereum, and virtual goods. We drive revenue through co-creation, NFTs, and direct-to-wallet services. Our diverse community of holders exemplifies our core values and digital transformation. To us "impossible" is our opportunity and the move of self-expression from offline to the digital domain is our market. Named inventor on patent 11487850 titled "Activation architecture for processing digital assets and related physical products."

Herzogenaurach, Bavaria, De

Welcome to the New Age of Originality where culture has flatlined and being our most original selves will make the impossible, possible. Global CMO for Adidas Originals leading the world's most creative integrated Brand Comms team of 90+ globally across our portfolio of Originals, Partnerships, One-Basketball, New Luxury, Energy, Hype, Digital & Collectables. Oversees Planning, Partnerships, Activation, Touchpoints, Content and Storytelling. Responsible for growing Adidas Originals connection and influence to youth and culture. Protects and scales our $XXBillion book of business across apparel, footwear, wholesale/retail and services. Co-Founder of Into the Metaverse (Web 3, collectables, NFTs) taskforce for One-Adidas globally.

Düsseldorf, Nordrhein-Westfalen, De

Led strategic growth initiatives at Tonies SE, guiding the management board and fostering stakeholder alignment to drive innovation and financial success.• Played a key role in hiring the management board and supporting Tonies' global market expansion.• Fostered a culture of collaboration and excellence to achieve company goals.

New York, Ny, Us

Boston, Us

RIVET is a brand that harnesses the collective economic power of Gen Z to fund youth-led social change. We work with companies to co-brand products & experiences, channeling funding from each purchase to the Rivet Fund for young changemakers. We work with NGOs to recruit and support young leaders from all over the world. We work with influencers who come together to amplify our message and ultimately accelerate the youth revolution for good. Co-led and co-designed by young people, this will be the largest direct investment in youth-led social change. Ever.

Advisor to female founders spanning brand strategy, product portfolio planning, commerce, strategic partnerships, retail, integrated content, go to market planning and long-term brand building.

San Francisco, California, Us

San Jose, Ca, Us

Erika served as the Global Head of Brand Innovation + Experience at PayPal, Venmo and the family of brands. We help everyone, everywhere access the digital economy. We reorganized around a centralized brand leadership function, pioneered a purpose driven strategy and developed two products to clarify our offering: a digital wallet for consumers and the paypal commerce platform for business. Projects: PayPal Commerce Platform launch, PayPal Gift Cards relaunch, PayPal GiveBetter, VenmoitForward, QR Code launch, Cryptocurrency positioning & launch strategy

San Francisco, California, Us

Erika served as the Head of Brand Relevance at Uber, the most talked about challenger brand in the digital revolution. She joined during #deleteuber crisis to lead transformation for brand reputation through innovative partnerships, content programming + integrated activations. She developed Uber's purpose-driven partnership strategy that led to, for the first time, positive social impact and business ROI among defectors. Developed the passion point strategy defining how Uber's intersects purpose x rideshare x diverse customers. Responsible for strategy development, go to market and implementation of $XXMM annual budget across events spanning music, sports and entertainment. Developed the transformation strategy during #DeleteUber crisis with a xfnl team who demonstrated positive ROI with defectors for the first time. Accomplishments: - Purpose-driven brand marketing strategy with pillars of empowerment, inclusion, opportunity - Partnership-centric brand transformation and commercialization through 3P collaborations & platforms - Product innovation leveraging emerging trends & tech such as social impact, Wearables/Voice/AR/VR - Emerging trend & progressive cultural research (that feels) high-risk, (but lands) high-reward - Architect of Highly cross-functional, highly collaborative teams in a decentralized business model. - Was resilient through radical shifts in org structures and C-Suite turnover The Work, The Work, The Work - #RethinkTheRatio: Women's Empowerment platform with influencers & publishers including Billboard Music, Copa90 & Girlboss - Uber Pitch: National program to invest $200K undiluted capitol & mentorship in women passionate about entrepreneurship - #DestinationUnited: Global fan engagement with Manchester United Football Club & Copa90 - Uber's first Cannes Lion (2018, Bronze, Film) for Rolling with the Champion, Lebron James & Kevin Durant

Mountain View, Ca, Us

Director of The Zoo, creative think tankWorked directly with Google's most ambitious advertisers to develop digital-first communication strategies for their most important consumer launches. This includes the global reboot of JJ Abram's & Disney Star Wars film, Disney's Inside Out film, Netflix launch of Marvel franchises, Xbox holiday game slate, Toyota vehicles, and multiple projects for Samsung including masterbrand, TV, Home/Appliance and mobile device. Developed a human-design process based on Google X methodologies to help brands create products (not just coms) to generate new revenue streams. Our team was responsible for helping Macy's explore how to enter the engagement ring market. Emerging Business Development, Shopping (big box retail & e-commerce innovation)Developed the B2B business narrative for Google's holistic approach to shopping for big box and e-commerce partnerships. Led Google's Top Partner Program for Target, Best Buy and Walmart. Developed top-to-top summits to ensure Google's tech, ads, data and HW/SW were upstream in how partners develop holistic digital strategies. Co-Founder team, Google Restaurant Advisory Council Led development of Google's expansion into restaurant category with Google Maps Head of Eng/Product, Chandu Thota. Orchestrated the B2B narrative and integration opportunities for Google teams across mobile, shopping, monetization and ads products.

San Mateo, California, Us

#1 console for 4-consecutive years and remains the #1 gaming brand globallyGlobal lead for Masterbrand launch of new positioning and brand idea, Greatness Awaits. Oversaw P&L (>$100M) for playstation 3, playstation 4 our accessories lines and publisher bundles. Oversaw strategic brand & product partnerships with the world's biggest publishers including Destiny/Bungie/Activision, Ubisoft, Blizzard Entertainment, and Rockstar Games. Hired and managed team of 6, internal/external agency partners Carat (media) and BBH NYC (creative) and internal xfnl teams of 30+.

London, Greater London, Gb

Youth marketing to grow intent to buy among the next generation of automotive buyers. Established Toyota as #1 automotive brand among action sports enthusiasts. Campaigns: Sticky Pedal Crisis, Tundra, Sienna (Swagger Wagon), Prius launch Oversaw budget of $XXM annually and team of 3. Developed creative strategy, negotiated sponsorships/endorsements and creative/agency production for all paid and owned creative including TV, digital, social and on-site brand activation across Supercross/Motocross. Oversaw Toyota's talent agreements & usage of professional athletes including the Joe Gibbs Racing teams. Helped coin the term "Narrowcasting" which refers to the development of niche audience-driven custom content for broadcast before content marketing was even a thing.

Us

Sold to VF Corp

Los Alamitos, Ca, Us

Sold to Motorsports Aftermarket Group

Arlington, Va, Us

Led IT data migration for Boeing’s Anaheim campus executive and specialist project teams.

Education record

Business Administration, Business Marketing & Management