Hillary Erickson, 36
Director of Performance Marketing, System Pavers, multi-state
When Erickson joined System Pavers in 2023, she immediately reevaluated the company’s marketing mix, taking a performance-driven approach to ensure she’s investing in the strongest channels for each region. “I came in with a fresh perspective and didn’t lean too much on what had been done in the past,” she says. “I went channel by channel—and we have a diverse marketing mix. I mean, name a channel and we’re in it.”
Biggest Challenge: Hitting goals despite fluctuations in lead volume and rising media costs. “I’m always testing new traditional and digital media placements to see what’s driving the largest appointment volume and highest revenue,” she says. “It’s been a fun challenge this past year diving into that really diverse mix and homing in on key performers.“
Best Advice: Always test new strategies, see what’s out there, dip your toes in the water,” she says. “Last month alone we tested over 150 different creatives across social. We’re constantly tweaking our creative.” And that’s especially important because Erickson is responsible for multi-state marketing. “As long as you’re testing and refining your strategy, you’ll see success.”
Outside of Work: Stays active with Pilates and strength training; loves traveling—long weekends and week-long vacations.
Podcast Recommendation: Business Unusual