Senior Innovation &
Strategy Leader
Insight-driven strategy and systems-level design that transforms how organizations understand and serve their customers
About Erica
I lead teams that turn customer insight into strategic advantage. My work sits at the intersection of research, design, and business strategy, where understanding people creates lasting value.
At HelloFresh, I built and led research and strategy functions that shaped product direction and growth across multiple markets. I specialize in Jobs-to-Be-Done and OOUX frameworks, service design, and experience architecture. These tools reveal what customers truly need and how organizations can deliver it.
My approach combines rigorous research with systems thinking. I help organizations build capabilities that last beyond any single project. I coach teams to ask better questions, make smarter decisions, and create experiences that matter.
Selected Work
High-impact projects where I’ve demonstrated strategic influence on product direction, customer experience, and growth.
O1 HELLOFRESH
Long-Term Loyalty Experience
Laid the foundation for a globally launched Loyalty Program, now used across multiple HFG brands.
O2 HELLOFRESH
Future-Proof Interaction Model
Crafted a scalable interaction model that unlocked more than 5+ years of product innovation.
03 THE PETS TABLE
Market Development Playbook
Led research and innovation workshops to ignite growth for a new pet food venture.
O4 FACTOR_75
Market Expansion Strategy
Evaluated a new weight loss service and brand aimed at expanding the Ready-to-Eat market.
Services
Consulting offerings designed to build strategic capabilities and drive measurable outcomes.
Innovation Strategy Sprints
Short engagements that clarify direction, surface opportunities, and align teams around customer needs. You get clear choices, a focused path, and a plan that reduces wasted effort.
Experience Architecture Modeling
A structured process that defines the core objects, rules, and flows of your product or service. You get a shared model that removes ambiguity, supports decisions, and reduces rework.
Personalized Leadership Coaching
One-on-one support for UX leaders who want stronger teams and clearer practices. You get direct feedback, actionable guidance, and steady growth in strategic impact.
Testimonials
“Erica was an excellent design and strategy partner on one of the biggest company bets of the year. She showed a high standard of work and professionalism across multiple skillsets, showing high competency in both design methodology and strategic areas.
Erica was handling the majority of Senior Management Team (SMT) communication and workshops when I joined the team. She managed to simplify complicated topics into digestible chunks and reached alignment between stakeholders and SMT in a complex environment.”
“From the beginning of the project, it became very clear to me that Erica brought skillsets in taking very broad/lofty strategic ideas, distilling them into digestible chunks, and executing on what needed to be done efficiently. Erica was masterful in operating with speed and agility to make sure whatever we needed got done efficiently and at high quality. She came to the table with no ego and was a pleasure to work with.”
“Without Erica’s involvement, I doubt we would have managed to disambiguate the problem or arrive at nearly as compelling a solution. Her contribution was instrumental in getting Senior Management Team buy in.”
“I was impressed at the speed and the effectiveness of how quickly Erica & her team worked. Erica was able to quickly understand the pet market and generate insights and strategic initiatives. Erica is a fantastic role model and was really great to work with.”
“Erica’s super powers are in her ability to creatively problem-solve and think holistically to drive business impact. She leads with compassion and encourages both individual and team growth.”
Get in Touch
Let's discuss how strategic research and design can drive your organization forward.
Available for consulting engagements, speaking opportunities, and advisory roles.
Based in Seattle, working with clients globally.