Building Brands Through Culture

Welcome to the campaigns, ideas, and cultural storytelling I’ve helped build!

I’m Erica Dawkins.

I’m a brand marketing strategist and creative leader who believes the best campaigns live at the intersection of culture and storytelling.

For the past 8+ years I’ve worked with brands helping build campaigns that connect with audiences in meaningful ways.

I enjoy big ideas, collaborative teams, and turning a simple insight into something people actually care about.

Work with Me
View My Resume

  • Over 20+ Campaigns Led

    Across digital, social, broadcast, and experiential marketing

  • 8+ Years in Marketing

    Leading brand campaigns for global companies

  • 7+ Global Brands

    Including Target, Apple, AT&T, Coca-Cola, and Verizon

Culture-Driven Marketing

The strongest brands don’t just advertise, they participate in culture. I focus on identifying cultural insights and audience behaviors that shape campaigns people actually care about. When brands show up authentically in culture, they create deeper connections and lasting relevance.

My Approach

Insight-Led Strategy

Great marketing starts with understanding people. I translate consumer insights, brand objectives, and cultural trends into clear campaign strategies that guide creative development and drive meaningful engagement.

Target

Overview

Black Beyond Measure was a cultural storytelling campaign celebrating Black creators, artists, and entrepreneurs whose work continues to shape culture and community.

Strategy

Developed a multi-channel campaign focused on authentic storytelling and creator partnerships to highlight voices driving culture forward.

Execution

Launched across social, digital, and broadcast platforms through creator collaborations, storytelling content, and brand storytelling initiatives.

Impact

Strengthened Target’s cultural storytelling and elevated creators whose influence continues to shape culture.

Apple

Overview

Supported global marketing campaigns across multiple Apple initiatives, including product marketing for iPhone, iPad, and Safari, as well as performance and social campaigns for Apple TV+ original shows.

Strategy

Translated Apple’s premium brand positioning into integrated marketing campaigns designed to drive product awareness and build cultural momentum around Apple TV+ content.

Execution

Managed campaign development and asset delivery across social, digital, and performance marketing channels. Created culturally resonant moments for Apple TV+ launches, including viral fan engagement activations like Ted Lasso’s “Toast Me” moment, which generated significant social buzz and audience engagement.

Impact

Delivered integrated campaigns that expanded audience reach and strengthened engagement across Apple’s product and entertainment marketing ecosystem.

Overview

Supported the launch of AT&T’s “Connecting Changes Everything” brand positioning, a campaign highlighting the power of connection through technology, community, and culture.

Strategy

Helped translate AT&T’s new brand platform into integrated marketing campaigns designed to showcase how connectivity empowers people and communities.

Execution

Led campaign development from strategy through launch across broadcast, digital, and social platforms, coordinating cross-functional teams to deliver a cohesive brand message.

Impact

Brought AT&T’s new brand positioning to life through integrated campaigns that reinforced the company’s commitment to connection and innovation.