Erica Willey, Director, recently celebrated 15 years at Harmelin Media. To mark the occasion, we caught up with her to hear her thoughts on the ever-evolving media industry and to get to know her a little better.
What are some of the notable changes you have seen in the industry since you started at Harmelin?
I think one of the biggest shifts has been toward personalization. Advertising used to be much more about reaching the right audience on the right channel. Now, we’re thinking about the entire experience: reaching the right person with the right message, creative, or offer based on where they are on their journey. Data and technology have made that possible at a much greater scale, but they’ve also made media more complex. A big part of our job now is connecting audience, media, creative, and measurement, so it all works together.
How have emerging technologies and AI influenced the industry and your daily work?
AI is changing both how we work and what’s possible for our clients. On a day-to-day basis, it helps me compile information faster. From a media perspective, AI is also accelerating personalization, optimization, audience strategy, and dynamic creative. I see it less as replacing strategic thinking and more as giving us more time and information to make better decisions.
Where do you see the industry in the next 1 year / 5 years / 10 years?
I think we’re going to see AI and automation become a much more natural part of how we work in the short term. Over the next few years, media will become increasingly connected and personalized, with data, creative, media, and measurement working together much more seamlessly. Years from now, the tools may look completely different, but I think the human side of our business will matter even more. Understanding people, asking smart questions, being creative, and knowing how to turn all that information into a strong strategy aren’t things I see going away.
Now that we’ve heard your thoughts on the industry, we’d love to learn a bit about you. Where is your favorite place to be?
Somewhere near the water! Every year, we take a family trip to St. Michaels, Maryland, where we enjoy pool time and exploring the waterfront town. I’m also lucky to have family who live by the water, so we look forward to any chance to get out on a boat!
How do you usually like to start your day before work?
I’d love to say my mornings are calm and organized, but with two toddler boys, we’re usually just doing our best to get where we need to be on time!
What is your philosophy towards your work?
I think it’s important to be someone people can count on. I believe in being a team player but always being willing to learn from others.
Reflections from the Harmelin Community
Kathy Coyne, Senior Vice President, shares: “Over the years, I’ve had the privilege of working alongside Erica and watching the positive impact she has on everyone around her. Her leadership, dedication, and genuine care for both clients and colleagues set her apart. She brings thoughtfulness, integrity, and a collaborative spirit to everything she does, and Harmelin is undoubtedly better because of her contributions. Erica, congratulations on this incredible milestone, and here’s to many more years of success, happiness, and well-deserved celebration!”
Ethan Giles, Associate Director, says: “I have had the privilege of calling Erica my manager for the last year. Erica is smart, kind, helpful, and always available. As a media professional, she deftly handles complex problems. She is willing to put in extra effort and finds the right solution when dealt a challenging hand. As a person and manager, Erica is always upbeat and helpful. Whenever I need to vent or need help answering a question, I always know Erica will be there to support me. Congratulations Erica, 15 years is an incredible accomplishment, and I’m so looking forward to seeing you continue to grow.”
Michelle Fergasky, Senior Director, adds: “I’ve had the pleasure of working closely with Erica over the past three-plus years, and she is someone you can always count on. She is incredibly dependable, detail-oriented, and knowledgeable, yet remains humble and always willing to step in wherever she’s needed. She has navigated demanding accounts and taken on new responsibilities with grace and a positive attitude. Most importantly, Erica is incredibly kind and caring and truly a delight to work with. Congratulations on an amazing 15 years!”
Congratulations, Erica! Thank you for your 15 years of commitment to Harmelin and our clients.
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