“It was a great pleasure to have had the opportunity to work with Eric and I would say that I have I learned a lot from him. He is definitely one of the best in his field and is always willing to share best practices. The industry knowledge, leadership and expertise that he has brought to the team has helped to propel the teams forward! Again, it is such great honour and pleasure to have had the chance to work with such an amazing leader! If given the chance, I would definitely love to work with Eric again.”
About
erictoda.com
Contributions
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How can you make your product planning more customer-centric?
Nothing beats sharing your roadmap; what you're thinking about, what you want to build, and having it rooted in customer and consumer feedback. This shows you are listening, and encourages the consumer to stick with you through your journey as you build more products for them.
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How can you make your product planning more customer-centric?
When we built Hill City by Gap Inc, one of the greatest ideas we had was to involve the community we were building to take part in the product creation process but also being 'beta testers' of the products we were creating. Typically products are tested internally, or through a select few, but selecting your actual customers includes them in the process and they are more willing to purchase and advocate because they helped create the products with you.
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How can you make your product planning more customer-centric?
Use digital tools like Instagram to engage with your audience; have them vote on product features, create routes for them to provide product feedback in dm's, use broadcast channels to keep them updated on their favorite products and new iterations. By creating more ways for your greatest advocates be a part of the process not only will your product get better, but they will become more loyal too.
Activity
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It's a fascinating dichotomy, this whole being a marketer thing. It holds as a pre-requisite that you make yourself near invisible in favor of the…
It's a fascinating dichotomy, this whole being a marketer thing. It holds as a pre-requisite that you make yourself near invisible in favor of the…
Liked by Eric Toda
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Absolute honor to welcome Hokkaido Governor Naomichi Suzuki to Japan Society and make the connections between New York and Hokkaido. As someone…
Absolute honor to welcome Hokkaido Governor Naomichi Suzuki to Japan Society and make the connections between New York and Hokkaido. As someone…
Liked by Eric Toda
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Congratulations, Adrienne R. Lofton, on your expanded role at Google as Vice President of Global Consumer Marketing! Adrienne will be overseeing…
Congratulations, Adrienne R. Lofton, on your expanded role at Google as Vice President of Global Consumer Marketing! Adrienne will be overseeing…
Liked by Eric Toda
Experience
Education
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San Francisco State University
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Activities and Societies: Political Science Students Association, Criminal Justice Students Association, Political Science Honor Society, Criminal Justice Honor Society, Dean's List
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Volunteer Experience
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Guest Lecturer
University of California, Berkeley, Haas School of Business
- Present 8 years
Education
UGBA 198 - Spring 2016: Social Media Marketing & Networking (aka Internship Advising)
UGBA 198 - Fall 2016: Digital Marketing Today -
Guest Lecturer
Stanford University Graduate School of Business
- less than a year
Education
GSB: "Storytelling in a digital world"
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Opinion Contributor/Executive Mentor
Adweek
- Present 4 years 8 months
•https://www.adweek.com/retail/4-tips-to-help-challenger-brands-live-up-to-their-full-potential/
•https://www.adweek.com/digital/3-ways-covid-19-has-pushed-brands-to-reevaluate-social-strategies/
•https://www.adweek.com/brand-marketing/purpose-driven-brands-need-to-change-their-approach-post-covid/
Publications
Projects
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Nike.com - Category UX Redesign
Led the concept, strategy, and execution of the UX redesign of Nike.com (US Football, Baseball, and Athletic Training)
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Assist in Signing/Managing Athletes
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Lead digital conversations around the signing of athletes for the NFL and MLB. Promote connectivity, outbound messaging, and representation on digital channels (social media).
Athletes Signed:
NFL: Johnny Manziel, Blake Bortles, Teddy Bridgewater, Derek…Lead digital conversations around the signing of athletes for the NFL and MLB. Promote connectivity, outbound messaging, and representation on digital channels (social media).
Athletes Signed:
NFL: Johnny Manziel, Blake Bortles, Teddy Bridgewater, Derek Carr
-http://www.nfl.com/news/story/0ap2000000344726/article/nike-signs-ucfs-blake-bortles-eyeing-indianas-cody-latimer
-http://blogs.twincities.com/vikings/2014/05/12/teddy-bridgewater-a-surprising-no-4-in-jersey-sales-among-nfl-draft-picks/
-http://fansided.com/2014/05/07/nike-signs-johnny-manziel-blake-bortles-derek-carr-teddy-bridgewater/#!7x6sy
-http://espn.go.com/nfl/story/_/id/10564858/johnny-manziel-signs-multi-year-endorsement-contract-nike
Crossfit: Entire Crossfit Invictus Team
-http://metcontalk.com/2014/05/21/nike-enters-crossfit-world-by-sponsoring-crossfit-invictus-team/
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Lead/Create Digital Marketing Plans - All Nike (football, baseball, and men's training) Products
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Head of the digital strategy for the launch of all products under the football, baseball, and men's training categories.
-Led talks with the NFL, MLB, Perfect Game, etc to gather support for the launch
-Led the strategy to refresh the category specific website
-Coordinated the effort to launch, measure, and iterate on the pre and post launch strategy of the product or product collection.
Football:
-…Head of the digital strategy for the launch of all products under the football, baseball, and men's training categories.
-Led talks with the NFL, MLB, Perfect Game, etc to gather support for the launch
-Led the strategy to refresh the category specific website
-Coordinated the effort to launch, measure, and iterate on the pre and post launch strategy of the product or product collection.
Football:
- http://nikeinc.com/news/nike-zoom-field-general-designed-for-speed-on-turf
- http://hypebeast.com/2014/6/nike-zoom-cj-trainer-2-visor
Baseball
- http://bleacherreport.com/articles/2104350-mike-trout-becomes-first-mlb-player-since-ken-griffey-jr-to-get-own-nike-cleat?utm_source=facebook.com&utm_medium=referral&utm_campaign=programming-national
- http://bleacherreport.com/articles/2104350-mike-trout-becomes-first-mlb-player-since-ken-griffey-jr-to-get-own-nike-cleat
- http://mlb.mlb.com/news/article/mlb/los-angeles-angels-star-mike-trout-in-awe-of-his-new-nike-cleat?ymd=20140621&content_id=80874780&vkey=news_mlb -
MLB All Star Game (2014 - Minneapolis, Minnesota)
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Lead all conversations, digital strategy, and work with the MLB Advanced Media team to create the strategy and partnership for the 2014 MLB All Star Game across all digital platforms: social media, .com, e-commerce, etc.
Location: Minneapolis, Minnesota -
NFL - London Games
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Lead all strategic conversations regarding the digital marketing plans with the NFL as it pertains to the annual NFL games in London.
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Superbowl: 48, 49, 50, 51, 52
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Lead all conversations and work with the NFL Digital teams to create the strategy and partnership for all Superbowl initiatives across all digital platforms: social media, .com, ecommerce, etc.
Superbowl 48 - (Seattle vs. Denver), New York City:
- http://hypebeast.com/2014/1/nike-2014-air-trainer-silver-speed-pack-for-super-bowl-xlvii
- http://www.sportingnews.com/nfl/story/2014-01-09/super-bowl-48-xlviii-2014-nike-clothing-silver-speed-collection-photos-pictures
Superbowl…Lead all conversations and work with the NFL Digital teams to create the strategy and partnership for all Superbowl initiatives across all digital platforms: social media, .com, ecommerce, etc.
Superbowl 48 - (Seattle vs. Denver), New York City:
- http://hypebeast.com/2014/1/nike-2014-air-trainer-silver-speed-pack-for-super-bowl-xlvii
- http://www.sportingnews.com/nfl/story/2014-01-09/super-bowl-48-xlviii-2014-nike-clothing-silver-speed-collection-photos-pictures
Superbowl 49, Glendale:
- Lead strategy and conversations in partnership with NFL Digital.
Superbowl 50, San Francisco:
- Lead strategy and conversations in partnership with NFL Digital. -
World Series: 109, 110
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Lead all conversations and work with the MLB Advanced Media team to create the strategy and partnership for all Playoffs/World Series initiatives across all digital platforms: social media, .com, ecommerce, etc.
World Series 109 - (Boston vs. St. Louis, 2013): Led all strategic conversations leading up to, during, and post game.
World Series 110 - (TBD, 2014): Working with MLB Advanced Media to come up with a partnership program for the playoffs and the World Series.
Honors & Awards
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2017 Facebook Awards - Love - "We Are Here"
Facebook
https://www.facebookawards.com/winners-gallery/2017/na/winner/we-are-here.html
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2017 Effie Awards: Gold - Global - Don't Go There, Live There
Effie Awards
http://current.effie.org.s3.amazonaws.com/downloads/2017_Global_Effie_Finalists_Winners_List.pdf
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2017 Webby Awards - Best Use of Video: Airbnb National Parks Backyards
Webby Awards
http://webbyawards.com/winners/2017/social/features/best-use-of-video/airbnbs-national-parks-backyards/
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2017 Webby Awards - Events & Live Webcasts: Airbnb National Parks Backyards
Webby Awards
http://webbyawards.com/winners/2017/film-video/general-film/events-live-webcasts/airbnbs-national-park-backyards/
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Best Use of Twitter - Airbnb - 2016 Shorty Social Good Awards
Shorty Awards
http://shortyawards.com/9th/liveinthemovies
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Bronze Distinction: #NotYetTrending in Travel & Tourism - 2016: @Airbnb
Shorty Awards
http://shortyawards.com/9th/notyettrending
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NewsCred’s #ThinkContent Awards: 50 Best Content Marketing Brands of 2017
Newscred
https://insights.newscred.com/best-content-marketing-brands-2017/#sm.0001ahpyfev49de4uyu183cnl87kr
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Adweek ARC Awards - Best Use of Social - 2016
Adweek ARC Awards
http://www.adweek.com/news-gallery/advertising-branding/our-first-arc-awards-winners-represent-best-branded-storytelling-175563
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#TwitterAwards - 2016 #Creativity
Twitter
http://www.adweek.com/socialtimes/winners-twitter-awards-2016/647256
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Emergency Relief - Airbnb - 2016 Shorty Social Good Awards
Shorty Awards
http://www.adweek.com/news/advertising-branding/check-out-winners-first-shorty-social-good-awards-174667
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Spredfast Smart Social Award: Airbnb (2016)
Spredfast
https://www.spredfast.com/summit
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40 Under 40, West Region
Brand Innovators
http://brand-innovators.com/40under40/40-under-40-west-2016-list/
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Cannes Lions, Cyber Lion - Bronze: 2016 - "#LiveInTheMovies" (Social Response/Real-Time Activity)
Cannes Lions
http://www.canneslionsarchive.com/winners/entry/756292/liveinthemovies
http://www-assets.lionsfestivals.com/cannes/resources/2016/work/Cyber_Winners.pdf -
Cannes Lions, Mobile Lion - Silver: 2016 - "#LiveInTheMovies" (Social Response/Real-Time Activity)
Cannes Lions
http://www.canneslionsarchive.com/winners/entry/774998/liveinthemovies
http://www-assets.lionsfestivals.com/cannes/resources/2016/work/Mobile_Winners.pdf -
Best Brand on Instagram - 2015: @Airbnb
The Shorty Awards
http://www.adweek.com/news/advertising-branding/check-out-2016-shorty-award-winners-best-brands-social-media-170303
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Outstanding Achievement - 2013 - Amazon Partnership
David Fischer, Head of GMS - Facebook
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Outstanding Achievement - 2012 - Amazon Partnership
Sheryl Sandberg, COO - Facebook
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Outstanding Achievement - 2010 - Nike Partnership
Mike Murphy, Global Head of Sales - Facebook
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