Rochester women are making headlines.
Lauren Peace
Erica Erskine loves to create things. She enjoys drawing, painting, metal work and sculpting. But when it came time to sculpt a career path, she found it a bit more challenging.
“When I was in college, I originally wanted to be a graphic designer, so I started out pursuing a fine arts degree and then half-way through, I decided to switch my focus to the marketing side,” Erskine says.
Though art is still a passion, and is something she pursues as a hobby, she decided to turn her attention to marketing because she found it more exciting.
Erskine embodies a distinctive blend of art and science. While most believe marketing is synonymous with sales, in truth, it entails far more than that. The science behind the sales, that ensures a more exact focus and increased likelihood of success (such as data trends and key performance indicators) is what Erskine chiefly concentrates on in her role as digital marketing technologist at Mason Digital, a cutting-edge digital technology company in Penfield.
“Every day I have to learn something new to become expert in my clients’ fields,” Erskine says. This type of research keeps things fresh and fascinating and gives her the opportunity to learn about industries that she never would have otherwise.
“Reporting is what we’re known for at Mason Digital,” Erskine emphasizes. And it is here where her artistic side becomes apparent. After all the data has been gathered and the metrics considered, she must weave them into an engaging narrative. “We try to paint a story for our clients, so that they can better understand what is going on with their campaign. Because what we do is very technical, we need to be able to make it understandable for people who don’t have that type of background,” she explains.
“Erica has made a positive impact on any client work she has touched and, most notably, has had a huge influence on the strategy and execution of our largest client’s digital marketing programs,” says Digital Marketing Director, Matt Weaver.
Erskine is happy to share her knowledge of digital marketing, pro bono, with ROC City Coalition, where she works with their marketing team on digital marketing efforts.
Personal: Age 29, married, lives in Fairport.
Occupation: Digital Marketing Technologist, Mason Digital.
College name/degree earned/year graduated: SUNY Albany, Bachelor of Arts, 2009 dual major; Communication and Sociology and a minor in Fine Art.
My recent work projects and achievements: Monro Muffler — Paid search campaign across and search engine optimization; Clubtails — Social media marketing campaign and “10k Giveaway” national sweepstakes.
My current community activities and recent achievements: ROC City Coalition — Working with their marketing team on digital marketing efforts.
The biggest challenge I’ve overcome:
I started my career in 2009 at the height of the economic recession. It was challenging to find an entry level position in such a tight job market. I knew I wanted to work in marketing and found a part-time administrative assistant position at an advertising agency in Troy, Rensselaer County. Through hard work and dedication, I was able to work my way up to full time. I was promoted to the account service team and ultimately took over media planning and buying for the agency.
I’m an introvert living in an extroverted world. To be successful I have to spend time presenting and networking. I’ve found that it’s all about balance. If I have a busy day with a lot of face time, I’ll purposely schedule time to be alone in my garden or settle down with a good book.
A person or mentor who has inspired me: My mother taught me how to work hard and be kind. She is the most generous person I know, often going out of her way to help others. My sister, Sarah, inspires me to be brave and take more risks.
My future goals: Continue to grow both professionally and personally, to work on bettering myself every single day.
One piece of advice I’d give to someone starting out in her professional career: Be curious. Ask a ton of questions and try to learn a little bit about everything. It will help you understand the world better and to craft your unique perspective.
Arlene Hisiger is a Rochester-area freelance writer.
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