HEy! I’m Erika

I WRITE, THINK AND MAKE IDEAS MAKE SENSE.

I’m a creative copywriter and brand strategist based in Vancouver, with a background in advertising, content and design.

I started my career in Lima’s agency world, working on campaigns for brands like Unilever, Burger King, Starbucks, Sodexo, Maestro and much more. That’s where I learned how much a good idea depends on observation.

The weird little truth, tension or behaviour that makes people go, “yeah, that’s exactly it.”

Since moving to Canada, my work has expanded into brand strategy, websites, messaging and content for companies across finance, healthcare, construction, technology and professional services.

In the end, everything follows the same logic. Same starting point: pay attention, find the truth and make it memorable.

A woman with dark hair and a black shirt takes a selfie, showing her smiling face and tattoos on her left arm. Behind her, there is a projection of a cartoon character with animal features on the wall.

my approach

I don’t think creativity is about making things sound bigger than they are.

Most of the time, it’s about getting closer to what’s already there: what people care about, what they misunderstand, what they avoid, what they repeat and what they need but don’t know how to say yet.

I love that!

Finding the thing that makes the whole problem shift. Then turning it into a line, a campaign, a website, a story or a system that helps people understand why it matters.

What I Bring to the Table:

  • I care about rhythm, tone, structure and the small choices that make a sentence feel sharper or more human.

  • I like asking why something needs to exist, who it is for and what it needs to do before deciding what it should say.

  • I take ideas seriously, but I don’t think the process has to be stiff. The interesting part usually comes from trying things, breaking them apart and finding the angle that makes them click.

A garden gnome statue with white hair and mustache, dressed in a green coat and red tie, is placed among colorful rocks, shells, and decorative ceramic pieces underneath a flower pot with green plants and purple leaves.

Areas of expertise

  • A man wearing a cap, working with a professional camera setup in a dimly lit environment with smoky or foggy atmosphere, appearing to review footage on a monitor.

    Creative concept development

    Campaign ideas, activations, film scripts, social ideas and brand narratives.

  • Open journal with handwritten notes, diagrams, and sketches on pages, with a pen resting on the notes.

    Brand & website messaging

    Positioning, page structure, value propositions, UX copy and tone of voice.

  • Miniature figurine of a man standing on a wooden shelf, holding a small object, with a small white table and framed picture behind him against a light wood-paneled wall.

    Content strategy

    Editorial planning, LinkedIn content, newsletters, blogs and campaign extensions.

  • Bilingual creative work

    Bilingual creative work

    English and Spanish copy, adaptation and cultural translation.

A person dressed in a large, furry lion costume standing in front of a stone staircase and a historic building entrance with wooden doors. People are sitting on the stairs and walking by in the background.

A Little Less Formally

If I’m honest, I’m drawn to half-formed ideas, strange observations and problems that look boring or too complex until you turn them slightly.

I don’t always know where an idea is going at the beginning. I don’t even always know if it’s good or bad. That’s part of why I like the work.

The search is the point.

The image shows a white brick wall with three outdoor floodlights mounted above a framed board that has the words "YOUR DESIGN HERE" written in large black letters.
Cover of a book titled 'There are two kinds of swingers' showing a man in a red shirt holding a golf club and another person in a green shirt with a woman and a young girl.

Also: I love comedy and gaming, which probably explains a lot about how my brain works.