Erin Eady

Erin leads Wrapped’s digital department, setting the direction for the team and bringing together specialists across paid media, search, social and digital strategy to deliver measurable results for our clients. With extensive digital knowledge of her own, she knows the right questions to ask, where to challenge and how to make sure each specialist’s expertise is working towards the bigger commercial goal. From reaching hard-to-find audiences and generating quality leads to delivering complex global campaigns across multiple markets, Erin keeps the team focused on what really matters: using digital intelligently to deliver results.

Erin has experience working across all of Wrapped’s regulated sectors, where achieving those results often means navigating an additional layer of complexity. Platform restrictions, advertising policies, targeting limitations and data requirements can all influence what’s possible before a campaign even launches – and for global campaigns, those considerations can change significantly from one market to the next. Erin understands those boundaries and makes sure her team does too, guiding the digital approach so that regulation, local market differences and platform requirements are considered from the outset rather than becoming a problem later. That combination of sector understanding and specialist digital expertise allows the team to find opportunities within the rules without compromising performance.

Running digital within a full-service agency means Erin and her team are connected to the thinking that happens long before a campaign goes live. Brand strategy shapes how an organisation positions itself, content and creative influence how effectively the message lands, and web and development determine what happens once someone clicks. Just as importantly, Erin’s team feeds performance insight back into those disciplines, using real audience and campaign data to show what’s resonating, where people are dropping off and where there are opportunities to improve. Digital becomes part of a continuous loop between strategy, creative, experience and results, rather than something that happens at the end.