Hi, I’m Erica.

I’m a senior creative and copywriter who builds brands through insight-led ideas and emotionally intelligent storytelling. I create work that earns trust, challenges assumptions, and connects with real human experiences — turning complex problems into simple, powerful creative that drives results.

Most recently at Eucalyptus (Juniper), I’ve led patient-first campaigns across TV, OOH, digital, and performance marketing — crafting stories that tackle stigma, build credibility, and help women feel seen and empowered. My work sits at the intersection of strategy, culture, and craft, grounded in deep audience insight and a genuine curiosity about what makes people tick.

I care deeply about clarity, cut-through, and the right words — the ones that make ideas land, brands resonate, and audiences feel something.

Fuelled by iced lattes (rain, hail, or shine), fierce loyalty to the Oxford comma, and creating work that helps people.