Erica Avila

I’m a marketing communications professional with 21 years of experience driving marketing efforts for a company that develops small and mid-sized business (SMB) software solutions for inventory management and manufacturing. I specialize in multimedia brand marketing and communication, including web design, graphic design, email marketing, social media, SEO, content creation, and video production.

In my current role as an SMB MarketingManager (CAI Software, merger with Alterity, LLC), I plan and execute B2B demand generation strategies for SMB software products through team and vendor collaboration, data analysis, and campaign optimization. I manage multi-channel campaigns to increase lead volume, improve lead quality, and support progression through the sales pipeline, while developing content and assets for HubSpot emails, Google/Microsoft paid ads, WordPress, social media, and video to meet awareness, nurture, engagement, and conversion goals.

Previously, as a Senior Marketing CommunicationSpecialist at Alterity, LLC (acquired by CAI Software in 2023), I led creative execution across digital, print, and web channels and directed a full product rebrand, including a modernized logo and updated brand identity guidelines. I also built the company’s video presence and improved lead quality through on-demand software demo video production, managed complete website redesigns to improve SEO performance and user experience, and oversaw and mentored the marketing team by setting project goals and ensuring cross-initiative alignment.