Erica Levine Ryan

eBay (Luxury: Fashion, Handbags, Sneakers, Streetwear, Jewelry & Watches; Collectibles) | Owned TikTok (Luxury & Collectibles), Samsung Mobile, Meta, Good Start® Baby Formula

• Drive and support the development of influencer campaigns that truly bring integrated strategies to life in a creative and resonant way; to drive scale, amplify a brand story, educate, and inspire consumers, while improving social sentiment, awareness and recognition
• Provide oversight and drive hands-on execution for major integrated influencer programs across multiple brands
• Brainstorm, strategize, and lead new creative approaches to influence work on eBay & Good Start
• Work closely with internal measurement team to develop measurement goals and KPI’s for campaigns
• Conceptualize new offerings to meet changing needs of the marketplace
• Remain on top of all social media and market trends that may impact brands
• Led the influencer strategy and casting for eBay’s Canal Street Wear activation in October 2023
• Worked with Integrated team to ideate and execute an authentic Streetwear focused pop-up shop in the heart of where fake goods are sold
• Campaign garnered 1.01B impressions across earned, influencer, owned & OOH
• Oversee evergreen and real time influencer and creator content development for eBay’s owned TikTok channel
• Partner with creative, social and talent to execute engaging and authentic pieces of content for eBay’s audience, as well as influencer channels for organic & paid
• Responsible for budgets, discovery, negotiations & contracting and content execution
• Under our guidance, eBay TikTok surpassed 1m followers in 2023
• Partner with analytics team on measurement frameworks and KPIs for both organic and paid campaigns
• Oversaw talent for eBay’s Luxury Consignment mobile activation for Holiday 2023, in both Los Angeles and Las Vegas over multiple days
• Sourced and casted influencers, managed social content and rollout, as well as all budgets
• Working on the rebrand for Good Start baby formula, who has chosen to not move forward with their long-term Gerber brand license
• Tasked with helping to enhance Good Start messaging and increase awareness and trust in Good Start as the go-to formula for babies with tummy issues
• Partnering with our earned and paid teams, as well working with 26 parent influencers, over Q3 & Q4 in a multi-wave strategic approach to storytelling around the rebrand.

• Created and executed meaningful and brand-right global marketing and branding strategies for Bluestar’s portfolio, with a primary focus on Hurley & Bebe, as well as input on Kensie, Elie Tahari and Justice
• Produced all lifestyle campaigns and ecommerce photoshoots: budgets, creative direction, casting, talent sourcing and negotiations, location scouting, postproduction, asset management, etc
• Managed annual marketing budgets up to $10mil in spend, dependent on brand
• Executed unique partnerships to engage new and legacy customers while adhering to brand identity
• Examples include but are not limited to product collaborations for Hurley, influencer and ambassador partnerships for Hurley, Bebe & Elie Tahari, and retail partnerships
• Negotiated a long-term partnership between Hurley and Black Girls Surf - BGS x Hurley – leveraging Hurley’s position in the Surf market to amplify the need for diversity in Surf and provide education to girls in Africa, Brazil, Jamaica, and the US
• Spearheaded end-to-end activities for Hurley’s premiere collaboration with Women’s better brand LoveShackFancy, from ideation to execution
• The partnership garnered a 90% sell thru resulting in $1M in sales in 2 days
• Developed product assortment and marketing plans for the family-focused collection that launched Summer 2021 and anniversaried 2022, across multiple existing and new product categories
• Controlled marketing budget and helped increase the retail footprint for Hurley Women’s, by opening distribution at Revolve, Free People, ShopBop.com & Neiman Marcus
• Responsible for upcoming Hurley x NASCAR partnership, marrying two action sport brands for with co-branded assortments, athlete marketing initiatives/partnerships, and out of the box marketing opportunities for Hurley, launching in 2023
• Directed social media strategies, content & partnerships to engage the existing audience and reach new consumers
• Oversaw content development and brand voice to establish and maintain consistent and compelling messaging and positioning
• Increased Hurley’s Instagram to 2mil followers, Hurley Women’s Instagram by 7x in 2 years and Bebe’s Instagram following by 300k, organically
• Launched the TikTok platforms for Hurley, Hurley Women’s and Bebe
• Led the rebranding of Bebe and Bebe.com, delivering elevated imagery and voice, creating improved brand representation & a consumer-friendly shopping experience for both existing customers and a new generation of shoppers
• Created and executed DTC marketing strategies for Hurley.com & Bebe.com, including paid media, paid social and paid search as well as oversaw email/SMS/MMS and affiliate marketing
• Grew Hurley email list to 500k+ from 0 at launch and SMS/MMS list to 200k
• Scrubbed Bebe’s existing email list and re-engaged 200,000 dormant consumers and grew list an additional 300k
• Sourced and managed PR and Digital Marketing agency partners
• Fostered positive relationships that unified a divided team after Hurley was purchased from Nike, cultivating an open environment that increased team engagement and brand loyalty
• Initiated and directed new positioning for the iconic Bebe brand
• Revitalized the Bebe.com business and increased daily revenue by 5x in 2020, 8x in 2021, and 12x in 2022.

• Founded and ran a bi-coastal communications agency with a portfolio of fashion and lifestyle clients, managing a team of 10 across LA & NYC
• Supported over 12 established brands and launched 15 emerging brands
• Portfolio of fashion and lifestyle clients included, but were not limited to, Yumi Kim, Amanda Uprichard, Autumn Cashmere, Melissa Shoes, Ellie Vail, 525 America and Le Superbe California
• Responsible for new client acquisition: research, outreach, pitching, negotiations & contracts
• Grew external agency relationships with editors, influencers, stylists & VIP’s
• Increased & maintained agency relationships for 19 years
• Tailored each client’s marketing, PR, and social media strategy, delivering influencer and VIP partnerships, social media content, storytelling, collaborations, and media placements that built brand awareness and loyalty
• Led the full scope of client imaging, messaging, and branding including creative direction, photo shoot production, casting, copywriting, event production, budgeting and more
• Delivered successful campaigns by leveraging data from social engagement, Google analytics, sell-thru and PR metrics, and adjusted and realigned operations to increase ROI
• Implemented annual strategic plans, managed all marketing budgets, ranging from $15k to $1mil, pivoting as necessary to control the public view of clients and their brands
• Operated as the sole communications liaison for clients to ensure the ultimate success of each campaign
• Developed and executed social media community & content strategies; launched and grew existing platforms for 5+ clients at a time
• Produced and executed events, branded photoshoots and gifting suites in both LA + NYC
• Evolved a traditional PR firm into a digitally focused agency as the evolution of DTC businesses became focus
• Produced measurable awareness, engagement, and sales impact for fashion and lifestyle brands through PR campaigns
• Cultivated a positive culture within a female led company, championed empowerment and advancement among teams that drove loyalty and reduced attrition.