Erica Lardo

About Erica Lardo

Integrated Marketing leader with 15+ years driving full-funnel growth, adoption, and usage across consumer brands and emerging technology ecosystems. I excel at translating consumer insights into platform-specific storytelling that drives both brand and business metrics.I lead cross-functional teams, agencies, and partners to develop and scale integrated campaigns across paid, owned, and earned channels, optimizing creative, audience, and media to deliver measurable results. My experience spans consumer electronics, CPG, and quick service restaurants, with a track record of launching campaigns that inspire adoption, usage, and habit formation.I thrive at the intersection of strategy, data, and creativity — building marketing ecosystems that align product, brand, and consumer experience. Open to opportunities to drive impact in emerging consumer technologies that help time starved consumer lead a more balanced and fulfilled life.*Core Competencies*Integrated Marketing Strategy | Full-Funnel Marketing | Emerging Consumer & Technology Ecosystems | Audience Personas & Usage Insights | Marketing Analytics & Measurement | Cross-Channel Activation (TV, CTV, Display, Social, Search)| Creative Strategy & Storytelling | Performance Marketing & Optimization | Consumer Journey & Habit Formation | Cross-Functional Leadership | Creative + Media Agency Management*Category Expertise*Consumer Technology | QSR | Food Service | CPG | Wellness (Beverage, Supplements, Baby & Beauty)| Artisan-Made Home Goods + Fashion | Organic + Fairtrade Agriculture | Subscriptions

Experience

1. Performance Marketing Lead

   HP

   Dec 2023 — Present

   Led full-funnel campaigns for HP All-In Plan, driving adoption across a hardware + subscription ecosystem- Leveraged full-funnel campaign (CTV, display, social, search, and affiliate) to scale enrollments significantly year over year while meeting CAC:LTV targets- Designed learning roadmap to guide optimizations (creative, audience, and media) and make the business case for unlocking further marketing investment- Expanded campaigns from mid- to full-funnel storytelling, driving measurable awareness, engagement and ecosystem adoption.

Education

• Universidad Torcuato Di Tella

  Literature and Economics

• University of Michigan

  BA, Organizational Studies and Spanish

• Universitat de Barcelona

  BA, Organizational Studies

• Northwestern University - Kellogg School of Management

  Master of Business Administration - Marketing & Strategy

Skills

• Strategy
• E-Commerce
• Social Networking
• SEO
• Email Marketing
• Market Research
• Online Advertising
• Project Management
• Social Media Marketing
• Leadership
• Press Releases
• Marketing
• Strategic Planning
• Facebook
• Start-Ups
• Business Development
• Marketing Strategy
• Social Media
• Social Entrepreneurship