“Our ability to really understand behavior based on data gathered through social media is amazing. With the right information, we’re really well equipped to deliver great content to the right people, at the right time, and exactly where they want to see it.”
It’s no surprise that Erika loves executing a well-planned social media advertising campaign. She’s in charge of Castleford’s content amplification – which means that, yes, it’s literally her job to be on Facebook all day. That’s a serious business though: With her affinity for social data, lots of experience in the US, and a knack for working across teams she’s all about co-ordinating campaigns that deliver great results for clients.
Hailing from the US, she grew up in a Spanish-speaking family and recently worked in Madrid for the not-for-profit law firm Hombre y Tierra.
“I also grew up being very passionate about soccer,” says Erika, who may or may not come round to calling it football one day, now that she lives in New Zealand. Playing with her sister and dad in the US, she was on teams all through college, and is now a mainstay of the Castleford football team, alongside colleagues Ben Parsons and James Beavis.