Open to opportunities

Ericka Garcia

@erickagarcia

Message

I build culturally resonant paid creative systems that drive measurable brand growth.

Zimbabwe

Message

What I'm looking for

I'm looking to lead culturally informed brand and performance creative, build high-performing teams and systems, and partner with organizations that value strategic clarity, multicultural audience insight, and measurable results.

At Apex Brands, I lead creative strategy for up to 15 simultaneous DTC accounts, directing 300+ ads monthly across Meta, TikTok, and Google. My concepts have reached 20x ROAS, while my structured testing systems produce winning creative within the first month.

I've led brand strategy, creative direction, and cross-functional teams across finance, education, CPG, pet, wellness, tech, and food and beverage. From growing an agency roster from 10 to 30+ clients to building multicultural messaging for M&T Bank and driving Kayanoya's ROAS from 0.65 to 3.08, I bring empathy, clarity, and a bilingual perspective to work that connects with audiences and delivers results.

Experience

Work history, roles, and key accomplishments

Current

Director of Creative Strategy

Current

Apex Brands

Dec 2025 - Present (8 months)

Serves as creative strategy lead and client-facing account POC for up to 15 simultaneous DTC accounts across apparel, CPG, food & beverage, pet, health, and sports, directing 300+ ads per month across Meta, TikTok, and Google. Partners with the performance team on structured creative testing across audience segments and content pillars, consistently producing winning creative within the first mont

Creative Strategy Performance Creatives Meta Ads Google Ads Client Management Team Leadership SOP Development

Current

Freelance Brand Copywriter

Current

Inspire Brands

Aug 2023 - Present (3 years)

Develops US Hispanic market brand copy for Sonic, Jimmy John's, Arby's, Buffalo Wild Wings, and Baskin-Robbins, adapting each brand's established TOV to resonate across distinct Hispanic consumer subsegments without compromising brand identity or messaging architecture. Navigates cultural and linguistic nuance across five simultaneous brand voices, ensuring copy feels native to the audience while

Copywriting Brand Voice Multicultural Marketing Spanish Cultural Adaptation

Current

Freelance Brand Manager & Creative Director

Current

Creative Gradient

Jul 2014 - Present (12 years 1 month)

Leads brand strategy, account management, creative direction, and design across client projects, owning relationships, timelines, and delivery end-to-end. Facilitates workshops, conducts audits, and collaborates with a network of creatives and vendors to deliver insight-driven brand and creative solutions.

Brand Strategy Account Management Creative Direction Design Workshop Facilitation Client Relationships

Brand Manager & Creative Director

Top Agency

Oct 2022 - Oct 2025 (3 years)

Led brand strategy and paid creative across finance, education, CPG, pet, wellness, tech, and F&B brands, managing cross-functional teams of 15+ and overseeing execution from research through rollout. Conducted 125+ stakeholder interviews and 20+ focus groups for a national bank, developing multicultural messaging systems now embedded across financial education, and drove 1.5x sales growth and inc

Brand Strategy Creative Direction Team Leadership Focus Groups Multicultural Marketing ROAS Cross Functional Collaboration

Brand Strategy Intern

&Walsh

Feb 2022 - Oct 2022 (8 months)

Supported brand strategy, research, and creative development for Web3, CPG, tech, and social impact clients. Conducted audits, stakeholder interviews, and cultural analysis to uncover insights across categories and consumer behavior, and contributed research and concept development for identity systems, integrated campaigns, and TVC concepts.

Brand Strategy Research cultural analysis Concept Development