Erin is the Head of Digital at Initiative across all accounts, which include Dr. Pepper Snapple Group, Merck, Arby's, Uber, Amazon, Carl’s Jr./ Hardee’s, and many more. In her role, she leads the client teams to bring digital strategy, insights and marketplace innovation through all media plans to achieve client business goals. She previously worked for UM as SVP, Digital Innovation & Investment for the Coca-Cola Connections Studio. In this role, she led digital across the Coca-Cola portfolio of brands. Prior to her time at UM, Erin was the SVP, North America at 87AM. She oversaw the agency’s five offices and key accounts that included NBCU, The Weinstein Company, Showtime, A&E Networks, and Disney. Previous to 87AM, Erin ran digital for THE BOOK OF MORMON on Broadway, The Tony Awards, and The Rodgers & Hammerstein Organization. Within those roles, she launched first-to-market partnerships with Google and Spotify, and taught Neil Patrick Harris how to tweet.