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NICE TO MEET YOU
Shattering Conformity. Redefining Freedom. Elevating Mind.
Been there, done that—I played the game, chased achievements, and lost myself in the process. I thought the struggle was just part of the deal. Success has a price tag, doesn’t it? Wrong. It wasn’t reality—it was an illusory cage I’d locked myself in.
Breaking free required just one thing: the guts to see through the illusions I’d created in my own mind.
WHAT I BELIEVE IN:
Freedom. Integrity. Dignity. Meaning. Respect. Causing no harm in thoughts, words, or actions. These aren’t ideals—they’re operating principles. They guide how I live, lead, and create.
I stand by this—supporting ethical business owners, mentoring impact-driven entrepreneurs, and dedicating resources to meaningful causes.
I don’t fix worlds—I uncage those who will. Free exceptional minds. Arm ethical businesses. Step aside. Watch impact ripple.
MY BELIEFS
BACKGROUND IN NUMBERS
20 Years in Brand & Business Strategies
18 Product Categories & 42 Brands managed in FMCG, B2C, B2B & P2P
16 Years in Team Leadership, on-the-job Coaching, & Mentoring
40+ Countries Worked With
Budget Responsibility from 0.4M/Year to 68M/Year
3 Years of professional Mentoring, Coaching, & Psychological Guidance
APPRECIATION HUB
Not quite 360. But close. Here’s what my colleagues say about my approach to strategy, leadership, and making it count.
Francis Coulter
Erin is fantastic at using her brand strategy development skills and consumer insight understanding. She is very quick to see the bigger picture, identify gaps in positioning and communication, and come up with an actionable insight plan to get the best out of the long-term brand development.
Rebecca Goltzman Singer
Erin is an incredibly strong leader and a terrific colleague. Her key strengths include business planning, brand development and marketing execution. Her ability to stretch a tight budget and execute a well-rounded plan is truly astounding. I was both amazed and grateful for her level of openness and collaboration.
Shaun Davis
Erin was instrumental in improving our commercial position, she used a consumer and insight centred approach to the local development through a mix of strategic thinking, decision making, and solutions delivery, thus proving her integrated communication planning skills.
Katerina Podtserkovskaya
Erin is one of the best insights and strategic planning brains that I know. Her skills are based on unusual for a marketer knowledge and understanding of research methodologies and ability to set right objectives for the studies leading to actionable insights.
Dmitry Kimelman
Erin is a very professional and strongly intelligent marketer. She has an outstanding strategic thinking, a strong creative flair and excellent people management, development and coaching skills. Erin contributed a lot to my personal and professional development.
Rachel Chadwick
Erin is visionary and strategic with a clear sense of direction, always grounded in consumer insight. She values her team and is fun to work with, empathetic and fair. She offers guidance and support whilst empowering those she leads to deliver their best results.
Elizabeth Shearing Green
Erin combines creative vision and drive to deliver truly forward thinking and innovative strategies. She digests the latest insights and creative platforms to formulate a vision that enables even niche brands to punch above their weight.
Tim Holmes
Erin is very intuitive, inquisitive and always looks for additional information that is not obvious in the first instance. She is able to ask the right questions to reveal hidden consumer insights, and to thus come to the best strategic and creative solutions.
Natalia Pavlova
Erin has successfully driven the brand to increase its market share by 50% within one year, significantly improving its profitability and brand health indicators, and overtaking the key competitors in wider geographies. Overall it resulted in the brand now being number one International Premium brand, and Erin’s team being recognised by the company (and external parties) as the leading brand team within the company.
David Steer
Erin has progressed at in the company based on a strong track record of performance. She has developed her technical skills to the point where we were comfortable entrusting her with our most important brand management position. Her people management skills are evidenced by her own brand team and by the positive relations with external and internal contacts.
Linda Keddie
Erin is a strong brand marketing professional, passionate about brands, brand equity, consumer, looking for the “reason why” and finding this true connection between the brand and its target audience. She is very strategic, creative, aesthetic and has a good “language sensibility” that is a great help in the development of key brand messages.
Anna Kovaleva
Erin is a great marketing professional, focused and dedicated to her job. She is very creative with deep insights into consumer behaviour, which she effectively turns into clear deliverable strategies that are proven to exceed stakeholder expectations. As a line manager, she provides great support and guidance from her extensive experience.