Erin Eady

As Digital Director at Wrapped, Erin leads the agency’s digital department, developing strategies that connect marketing activity with clients’ wider commercial objectives. She brings together specialists across paid media, SEO, GEO (Generative Engine Optimisation), social and digital strategy, taking responsibility for both the strategic direction and the team’s delivery.

Erin has extensive experience developing digital strategies for organisations operating in complex and regulated sectors, including healthcare, financial services, fintech and property. From reaching highly specific audiences to managing campaigns across international markets, she understands how to balance commercial objectives with audience behaviour, platform restrictions and regulatory requirements.

Her role goes beyond selecting channels and overseeing campaign performance. Erin works closely with clients to understand their business challenges, identify opportunities and establish a clear digital strategy. She then leads her team through implementation, ensuring that specialist activity remains connected to the original objectives while using performance data to refine the approach.

An example of Erin’s work is Wrapped’s ongoing partnership with Schülke, a global specialist in infection prevention and control. Erin developed the digital marketing strategy for the healthcare brand and leads her team in delivering it across SEO, content, paid campaigns and social media. This includes a targeted campaign focused on C-section infection prevention, designed to reach NHS healthcare professionals involved throughout the maternity care journey.

The campaign began with market, competitor, search and social research to understand the audience and identify opportunities. Erin used these insights to shape the digital strategy, bringing together educational content, targeted LinkedIn activity and supporting digital channels. Her team has since delivered campaigns reaching nurses, midwives, consultants and other clinical specialists, generating 104,856 impressions, 1,836 link clicks and 200 lead magnet completions through LinkedIn activity since 2025.

For Erin, one of the biggest advantages of working within a full-service agency is being able to act on what the data reveals. If campaign performance highlights an issue with messaging, creative or the website experience, she can work directly with the relevant specialists to address it. Equally, involving her digital team early in brand and campaign planning means audience behaviour, channel opportunities and platform restrictions can influence the strategy before activity goes live. This allows her to continually challenge and improve performance rather than simply report on the results.