Erica May

VP, Communications Strategy Director

Erica brings a depth of insight (and a sense of humor) to communications planning with over a decade of experience in integrated media and communications strategy. She is a strategic marketing professional with a strong track record of creating cutting-edge and effective campaigns for clients across all verticals at national and local levels.

Erica’s curious nature and ability to connect the dots between what’s happening in culture with Creative and Media have come together in the form of campaigns that not only capture attention, but create business results for clients.

Erica is an avid reader and frequents art museums, galleries and shows. She has also spent the past five years volunteering her time with Human Rights Campaign, where she works to support their mission. HRC “envisions a world where LGBTQ+ and community members who use different language to describe identity are ensured equality and embraced as full members of society at home, at work and in every community.”

In her past life, she spent time at 22squared, Generator Media + Analytics as well as Mindshare. Some of Erica’s biggest fans include brands like AdventHealth, Baskin-Robbins and Costa Rica Tourism.

Interview.

Erica May

What’s the most memorable piece of advice you’ve received during your career?

Early in my career, I had the privilege of working on the U.S. Marine Corps media business. My client was an officer who’d just returned from a tour of duty as a Military Police officer in Afghanistan and was learning about digital media. One day he let me know that we needed to simplify how we talked about our plans. Not because we weren’t doing good work, but because he wasn’t able to convey all the technical media jargon to others in the organization. He likened how he felt by teaching me how to clean a gun and then telling me to show someone else. Technical terms are great but getting the point across is better.

Why is it important for brands to pay attention to not just shifts in media trends but consumer & cultural trends?

It’s important to keep in mind that we’re not just trying to get the highest reach or lowest CPC- our work connects with real PEOPLE who are busy living their lives and aren’t necessarily thinking about the brands that we represent. If we’re out of touch with what people are interested in, what they are talking about, then we’re missing opportunities to connect with them in ways that matter. When we pay attention to what people are into, what needs they have and how they are feeling, we can find ways to add value AND share the brand with them.

What would you be doing if you didn’t work in advertising?

I love to read and research so I’d probably be a historian or curator at an art museum.

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