erika newsomdigital marketing
With a background in traditional media, Erika made the leap to digital media planning and buying in 1999 when she was one of the first media planners hired at Click Here, the interactive division of The Richards Group. While working on brands such as Nokia and Chick-fil-A, Erika quickly became immersed in the practices of what was then a new, exciting, and somewhat unproven medium. It wasn’t long before she discovered her inner data geek and used her knowledge of traditional media elements – GRPs, cost-per-points, reach/frequency, etc. – to translate the strategic benefits of online media for her clients and thereby steadily grow its role in the media mix.
After transitioning to a client-side role at the Dr Pepper Snapple Group (then Cadbury Schweppes,) Erika founded the interactive marketing department, pulling together online media planning and buying, web site and creative development, and database marketing under one umbrella for the first time. While building her internal and agency teams, she also forged strong partnerships with key publishers, instituting a digital upfront that yielded both creative programs and increased efficiency for brands such as Dr Pepper, Snapple, and 7UP.
Erika then tackled the other side of the desk. At Microsoft Advertising, she helped grow and lead partnerships with AT&T and Frito-Lay, among others. She partnered on phase two of the Doritos Unlock Xbox contest, which gave consumers the chance to develop their game idea and release it on Xbox Live Arcade and was a Cannes Lions 2011 Media Finalist for Best Consumer Engagement.
By 2011, Erika was ready for a more entrepreneurial professional outlet and she brought her digital and traditional media skills to SparkFarm. She loves that the SparkFarm model allows her to have close client relationships, as well as opportunities to collaborate with best-in-breed agency partners. When assessing a clients’ needs, Erika is media agnostic, equally as comfortable with television, radio, or print as she is with mobile, video, or display advertising.
lexie aderholddigital marketing
Lexie’s passion for marketing was discovered by accident. A math whiz at heart, she started her career crunching numbers on Travelocity’s finance team. It was by chance that she worked on a project analyzing the ROI of search data which spurred her interest in the front-end of the customer life-cycle.
Upon earning her MBA in marketing from SMU’s Cox School of Business, she sought opportunities to merge her new-found love for marketing and entrepreneurship with her financial and strategic background. Leveraging her experience working on projects for industry-leading companies such as Essilor and Lululemon, she joined the marketing team at the world’s largest airline: American Airlines.
Lexie’s roles at American ranged from oversight of traditional advertising efforts, including management of multi-million dollar media budgets, agency relations, and digital advertising; to branding, including rollout and integration of the airline’s recent new brand in 3rd party advertising; to product marketing, where she brought merchandising products to life via digital advertising, promotions, and social media.
But it was her leadership of the marketing strategy for the “Be Pink” breast cancer awareness campaign that makes her most proud. Elevating the annual campaign to new heights at multiple points in the customer journey, the project allowed her to creatively plan and execute a campaign that increased revenue and loyalty, while educating and engaging employees. This inspired her ultimate position on the loyalty strategy & communications team where she managed the announcement of American’s revamped loyalty program and focused on evolving the AAdvantage marketing strategy to retain elite customers.
A self-claimed, “Excel junky,” “business start-up addict,” and “craft queen,” Lexie can find creative strategic solutions for clients of all sizes. She is eager to create authentic and engaging customer experiences by improving each client’s digital profile and expanding their traditional marketing reach.
Outside the office she lives for travel adventures, yoga, Prosecco and spending time with her mini me (Tripp).