Erica Queen | Experience
Strategy Leader
I design strategy the way I live: opinionated, experimental, never in a straight line.
For the past 12+ years, I’ve worked across UX strategy, design research, and business innovation, most recently as an Associate Director at HelloFresh. My team takes messy problems like retention, monetization, and market expansion and turns them into clarity and growth.
The résumé version: I’ve built frameworks, coached teams, and aligned C-suites on where to bet next.
The real version: I’m the strategist leaders trust when the problem is too complex to ignore and too important to get wrong.
I grew up in a small town in north Georgia with more cows than people. I dropped out of art school when I realized the price tag didn’t equal the payoff. I taught myself to code in a federal government cubicle. I drove cross-country to Seattle for grad school and later moved to Berlin without ever seeing it first. I’ve been long-distance from my partner for three years while reshaping how a global company thinks about customer experience.
Work isn’t the whole story. I was recently married, and when I’m not working, you’ll find me karaoke-ing country classics, playing guitar and ukulele, or reading horror novels. The scarier the better.