Areas of expertise

  • Product strategy
  • Experience design
  • Organization design
  • Change management
  • Community management
  • Software as a service (SaaS) start-ups and scaleups

Erin is a VP/senior design director with 17+ years of experience in scaling effective and efficient product organisations behind outstanding customer-centred products. She has a multi-disciplinary, systems-based approach to problems, and an uncommon mix of theoretical, holistic thinking grounded in pragmatic, goal driven execution.

She has effectively helped organisations grow due to her expertise in change management, social dynamics, transparent collaboration, and an attention for lightweight process improvement to unify people under the same vision.

She has extensive experience in software as a service (SaaS) across multiple industries, working with a range of small start-ups to large post-IPO organisations. Erin previously worked with Xero to establish the product design capacity in EMEA and define the long-term vision plan for their global Tax portfolio. She has also worked with Automattic (the company behind, Tumblr, and others), helping to grow the businesses design capacity and expand the organisation from 200 to 1500 people worldwide. In addition, her work with Automattic focussed on evolving established legacy products and launching new products.

Erin is an experienced consultant, designing and advising for consumer (B2C), enterprise (B2B) and internal products. In this capacity, she has worked with companies such as Bank of England, Intesa Sanpaolo, Banca Sella, Unicredit, Nokia, Vodafone, Telecom Italia, Ferrari, and Benetton.

She co-founded Good 50x70, an international social communication project, as well as Baker Framework, a platform to publish HTML5 books and magazines on iPad. She was a design partner in the start-up WideTag and led the product design of WideNoise, which was selected in the Top 10 Internet of Things Products of 2009.

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Audience Finder Global

A Tech4Good enterprise for the global cultural sector, providing audience insights and market intelligence for data-driven decisions, financial sustainability, and inclusive social impact.