Senior Brand Strategist
Erica Goettel
I keep projects moving, people aligned, and strategy on point—both for the Hoyden team and our clients. From building thoughtful timelines to leading discovery sessions, I’m here to help translate big-picture goals into organized, creative outcomes.
About Me
Erica keeps you on track. She builds strong relationships, supports her team to do their best work, and thrives on delivering wins for clients. Whether she’s managing timelines or helping shape strategic direction, Erica is the steady hand guiding every step of the process.
What I Do
I Lead Strategic Planning and Client Management
Making sure our projects stay grounded in clear goals. I’m a natural account manager who loves connecting the dots between client needs and creative execution. I might not design visuals, but I design the plan to get us there—on time and with purpose.
What's Your Work Style?
I’m structured, efficient, and team-oriented. I thrive on process but stay open to flexibility when it serves the work (thanks, Hoyden!). I love collaborating to blend strengths across the team and help build something truly impactful.
What's your ideal client like?
My ideal client shows up with goals in mind and trusts the process. Through discovery sessions, we’ll dig into what matters most, then bring it to life through strategic planning and creative execution. I love working with clients who are collaborative, curious, and excited to be part of the journey.
What inspires you most in your work?
I’m inspired by the opportunity to help clients bring their goals to life. Every project is a chance to learn something new, dive into a different industry, and collaborate with passionate people. There’s nothing better than seeing all the pieces come together and knowing I played a part in making it happen.
my specializations
Project Management
I keep projects organized, communication clear, and everyone moving in the right direction. My goal is to create a smooth, collaborative experience from kickoff to launch.
Timeline Development
Timelines are my love language. I build detailed, realistic plans that keep momentum high—and always have a backup route if we need to pivot.
Brand Strategy
I help connect the dots between your goals and creative execution. Through thoughtful discovery and strategic planning, I make sure every decision ladders up to the bigger picture.
Gantt charts are my love language. You’ll always know the next step, and I’ll have a plan B (and probably a plan C) ready if we need it. My goal is to keep our work grounded, moving forward, and aligned with your goals without sacrificing creativity.
My Story
With years of project management experience, I’ve had the opportunity to support some of the world’s most influential brands, and I love building smart project plans that lead to real results.
My journey with Hoyden actually started during college as an intern, so landing here again feels like a full-circle moment in the best way. I genuinely love this team and the chance to learn from such creative, passionate people every day.
I’m originally from Traverse City, Michigan, and I earned my Bachelor of Arts in Business Administration from Adrian College, where I was part of the synchronized skating team and met my husband. Outside of work, you’ll find me curled up with a book and my mini dachshund, Annabelle, hiking a new trail, helping with DIY home projects, or spending time with family.
