Erica Hawthorne is a digital marketing professional with 17 years of experience creating omni-channel ecommerce, lead generation and performance based marketing strategies. Her experience spans both startups and large, multi-national global brands. Erica is currently the director of programmatic marketing at IAC Applications. This data driven role focuses on understanding and targeting users based on key traits such as gender, ethnicity, location and age. Prior to joining IAC Applications, she worked to help build consumer segments that specifically targeted African-American, Hispanic and Asian consumers. Most notably, this focus was leveraged to help drive better engagement, representation and performance amongst African-Americans for Burberry. She has also performed this work for Marriott International, USAToday.com, Mandarin Oriental, J.M. Smucker and Forevermark.
Erica holds a journalism degree from Howard University, the country’s leading HBCU and is a native of the DMV area – representing Virginia, the V in DMV! She is an avid traveler and spends a significant amount of time in the Caribbean, visiting 5 – 6 times per year. These experiences are vital to improving her understanding of cultural differences and the beauty that can be found in our differences. She still owns a home in DC, AKA “Chocolate City,” and goes home often to absorb the extensive African-American culture in the DMV. In her free time, she enjoys writing about the nuances of race, ethnicity and gender as it pertains to politics and self-identity, cooking and creating elaborate powerpoints to help drive a feng shui driven redecorating project at her home in Newark’s Ironbound section. With over 50 1st cousins in her very large family, understanding how to influence and consolidate opinions has been an integral part of her life.