Erica is an Advisory strategist with Stylus, specialising in culture and trends research for clients across the worlds of beauty, wellness, technology and more. In addition to her trends expertise, she is experienced in a wide variety of cultural analysis tools, including semiotics, social intelligence and positive psychology frameworks – all used to help clients understand consumer mindsets for strategic planning in branding, product development and communications.
Erica started in the field over 10 years ago as an analyst and editor for trend forecaster WGSN, supporting content creation around consumer insight and marketing strategy in Asia. After a five-year stint, she joined Sotheby’s in Hong Kong, managing communications and social media strategy, with a focus on bridging cultural gaps between Asia and the rest of the world. Before joining Stylus, she led bespoke research projects at global cultural consultancy Space Doctors, part of InSites Consulting.
Her interest in exploring culture is reflected in her love for travel, and her qualification as a yoga and meditation instructor specialising in Traditional Chinese Medicine and meridian philosophy.