Summary
Overview
Work History
Education
Skills
Certification
Internships
Timeline
Generic

ERICA CHOI

New York,USA

Summary

Creative branding specialist with a proven track record at Richemont, driving impactful marketing campaigns and enhancing brand visibility. Expert in GTM strategy and digital marketing, leveraging analytics to optimize performance. Adept at cross-functional collaboration, achieving a 35% increase in organic engagement through innovative brand positioning and storytelling.

Overview

5
5
years of professional experience
1
1
Certification

Work History

Branding Specialist

Self-Employed
New York, USA
01.2024 - Current
  • Develop holistic brand strategies for early-stage startups and lifestyle brands by integrating UX/UI design, digital storytelling, and user research insights.
  • Design and implement multi-channel marketing campaigns leveraging SEO, paid social, and email automation tools to increase online visibility and engagement.
  • Use Figma and Adobe Creative Suite to create high-conversion marketing assets (landing pages, product visuals, email templates).
  • Conduct market positioning analyses and define audience segmentation to craft messaging frameworks tailored to diverse user personas.
  • Leverage analytics tools – Google Analytics, Meta Ads Manager) to assess performance and optimize campaign execution in real time.
  • Collaborate cross-functionally with designers, developers, and product owners to maintain brand consistency across web, mobile, and social platforms.

Visual Branding Specialist

Richemont
New York, USA
01.2023 - 01.2024
  • Led 7 product marketing campaigns and 11 experiential events across U.S. and Canada, ensuring cross-functional alignment with retail, marketing, and operations teams.
  • Launched and operationalized a flagship boutique aligned to a $10M revenue goal, integrating brand messaging into physical environments.
  • Spearheaded 4 VIP events (100 attendees), with one driving a 20% sales uplift through targeted brand activation and product storytelling.
  • Partnered with HQ on contract negotiations, saving $5K through strategic vendor management and adherence to brand standards.
  • Contributed to data-informed merchandising plans using sales and performance data to enhance in-store conversion rates.

Associate Brand Manager

Hythe
New York, USA
01.2020 - 01.2023
  • Defined brand positioning, messaging, and visual identity, driving a 35% increase in organic engagement across digital platforms.
  • Led GTM launch strategy for a new lifestyle product line targeting Gen Z, including product naming, competitive analysis, and collateral creation.
  • Coordinated cross-functional teams (design, product, marketing, external agencies) to deliver cohesive brand experience across channels.
  • Measured and optimized campaign performance using engagement, CTR, and acquisition KPIs, increasing conversion by 18%.

Education

Bachelor of Science - Business Management

Fashion Institute of Technology
New York

Skills

  • GTM strategy
  • Brand strategy
  • Market research
  • Digital marketing
  • UXUI
  • Microsoft 365, Adobe Suite, Figma, Google Suite

Certification

  • Marketing Communications
  • Communications
  • Digital Marketing
  • User Experience Design

Internships

  • Samsung - Marketing Research Intern
  • Clarins - Public Relations Intern

Timeline

Branding Specialist

Self-Employed
01.2024 - Current

Visual Branding Specialist

Richemont
01.2023 - 01.2024

Associate Brand Manager

Hythe
01.2020 - 01.2023

Bachelor of Science - Business Management

Fashion Institute of Technology

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