Erin Metcalf

WORK HISTORY

EDUCATION

SKILLS

ABOUT ERIN METCALF

Erin is an advertising leader and client partner that blends creativity, innovation and empathy to lead teams and solve problems. Erin built her advertising foundation steering agency of record businesses dedicated to revitalizing iconic brands, including L\'Oreal\'s Essie, Post-it, Scotch tape & Green Giant. Erin has spent the last 5 years sharpening her digital, social and emerging technology skills overseeing brands like Samsung and Coinbase. Erin\'s successes include: Pioneered a new category of fashion - Mucinex Sickwear - a capsule collection designed with intelligent features that help you feel better during cold and flu season. Sickwear debuted in a category-first, shoppable livestream fashion show on YouTube. The launch resulted in:• 95M earned media impressions and livestream views• Collection sellout within 24 hours resulting in the largest single-day sales in Mucinex history• Honored as a Fast Company 2021 World Changing Idea and winner of 20+ other awardsAmplified the story behind essie’s iconic polish names to shield the brand from rising competitive threats and build upon its 10 years of consecutive global growth. The 2020 launch resulted in essie outperforming global nail category growth 2 to 1.Launched a digital transformation initiative for Caliber Automotive. Caliber.com unified Caliber’s business offering (collision, auto care, auto glass and Protech) under a central hub to allow for modern customer interactions (like online scheduling) and proactive lead nurture activities across the portfolio. The new site experience increased time spent on site by 252% and reduced bounce rate by 28%.Contemporized the Jolly Green Giant to increase sales of their frozen vegetables by more than 10% and increase the brand’s market share for the first time in 5 years. Green Giant became the fastest-growing vegetable brand in the US.Led the first brand equity campaign for the Post-it Brand, which delivered +8% sales during back-to-school promotions in 2013 and +10% in 2014. Revitalized Scotch Tape to create a new category and to appeal to new targets. The 2013 Expressions launch delivered sales 4x greater than projected and sales lifted an additional +200% in 2014. Gained over 75MM organic impressions for Nexcare Nana, an all-digital initiative on a $200K media budget. Content was featured in Mashable, FastCompany, AdAge & Buzzfeed, driving double-digit sales increases in a flat category.