Erika Soto

About

Seasoned marketing generalist with extensive fashion industry experience, specializing in brand and digital marketing. Proven expertise in creating and optimizing paid and earned media campaigns, leveraging marketing research findings and consumer insights to develop strategic recommendations that drive customer growth and revenue. Skilled in building and managing strong relationships with influencers, teams, and senior management, while excelling in high-energy, fast-paced environments. Exceptional presentation and communication abilities, adept at influencing decision-making and fostering collaboration.

Experience

• Senior Brand Executive · boohoo09-01-2023

  Oversee all brand areas for the US, including influencers, PR, events, ambassadors, and affiliates, driving brand awareness. Develop and execute US-centric influencer, PR, and affiliate strategies, managing marketing budgets over $100,000 monthly. Negotiated influencer rates down by 60% on average. Led creation of the Collective Program Launch, resulting in $1.5M in EMV, 14M impressions, 135M in reach, a $1.18 CPM, a 350% increase in affiliate revenue, and securing over 150 press placements including outlets like PEOPLE, US Weekly, and E! News. Manage the U.S. affiliate program, increasing revenue by 25% month-over-month with a gamified rewards system. Negotiated and executed the first US-focused influencer edit, handling all talent relations and PR efforts

• Marketing Manager · FINESSE01-01-2023 – 08-01-2023

  Managed a social media and content team of five, resulting in increased engagement and 3x our follower count. Oversaw all retention efforts and managed a comprehensive email deliverability project from inception to completion, collaborating closely with external email consultants to implement their recommendations and drive substantial improvements in KPIs including open rates, click rates, and revenue. Owned the expansion of performance marketing efforts, boosting daily revenue by 123% through Facebook ASC implementation. Led planning and editing of the Pride social campaign, raising awareness within the LGBTQ community. Spearheaded SEO initiatives, optimizing product copy and search ads to increase online traffic

• Senior Marketing Associate · FINESSE07-01-2022 – 01-01-2023

  Collaborated with the CEO on performance, brand, and influencer marketing, leading email and SMS retention efforts. Executed NYFW influencer campaign, resulting in an additional $20K in sales with an additional uplift of $14K in added value.. Led Black Friday/Cyber Monday campaign, increasing revenue by 159% without paid media & through gamification. Project managed complete rehaul of SMS and email infrastructure to optimize key flows, resulting in an increase of 175% in attributed email revenue

• Marketing Associate · FINESSE04-01-2022 – 07-01-2022

  Led the implementation of key recommendations from inception to completion across influencer, social, retention, and performance marketing. Conducted competitive analysis to leverage core competencies and recommended key differentiators. Modeled and executed curve influencer trip which resulted in an uplift of $23K in sales and garnered earned media. Modeled and implemented in-house influencer content strategy, emphasizing engagement and view rates to predict expected conversion rates

• Social Media and Marketing Manager · Frankie's On The Park03-01-2021 – 04-01-2022

  Accomplished transformation of TikTok account into company’s top channel through completely organic and unpaid campaigns, driving maximum website traffic. Increased followers by 150%+ and engagement by 195% through effective marketing strategies. Boosted TikTok followers from 700 to 5,000+ within a 6-month timeframe, resulting in an average engagement rate of 31K views a month with no paid media. Initiated community campaign with hashtag #frankiesonthepark that gained 584K+ views within four months

Education

• UC Los AngelesSociology

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