Erin Schmalfeld

About Erin Schmalfeld

Creative leader driving innovative content strategies and production for world class platforms, brands, creators, and publishers. Defined by passion and endless curiosity about digital-first creativity, cross-functional collaboration, and leveraging data to amplify audience engagement and brand presence.

Experience

1. Creative Development & Production - Publishing, Video

   Netflix

   Jul 2021 — Present

   Strategy | Created the zero-to-one video strategy to launch Netflix’s editorial marketing product, encompassing original and syndicated content to promote Netflix titles, talent, and brand. Support growth with content distribution across SEO-optimized publishing, email campaigns, native social, and paid social.Creative Leadership | Manage a creative team from pitch to publishing across 2500+ videos with a test-and-learn approach, incorporating data learnings to refine the creative concepts, content calendar, and team workflows.Budget Management | Own the finance planning and budget allocation for video team. Execute relationships with vendors, contractors, and talent including sourcing, negotiation, contracting, and payment.Support Product & Data Development | Collaborate with engineers, UI designers, CI researchers, data scientists to launch product features to increase traffic and page views, paired with data dashboards to measure success.

Education

• University of California, Santa Cruz

  Bachelor of Arts (B.A.), Literature, Creative Writing (Fiction)

  2006 — 2010