Creative strategist, digital-first marketer and social media expert for music, entertainment and brands.
Music Industry Catalyst
Global Digital Leader
Strategic Storyteller
Culture-Driven Strategist
Digital Visionary
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Brand Builder
Mentor
Erica Michele Paul is passionate about helping artists and brands tell their stories in ways that feel authentic, spark conversation and inspire community. A music and creative digital marketing executive, she blends strategy, creativity and platform expertise to deliver innovative and culturally relevant campaigns that resonate and perform.
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After building a foundation in brand strategy through agency work with clients like Nestlé Purina, diptyque, and E&J Gallo, Erica transitioned into the music industry where she led groundbreaking digital campaigns at Universal Music Group. Her work contributed to Grammy-nominated and culturally influential projects including The Weeknd’s Beauty Behind the Madness, Ariana Grande’s Dangerous Woman, Justin Bieber’s Changes, and Sabrina Carpenter’s emails I can’t send.
Now, as founder of EMHP Enterprises, Erica brings this combined brand and music expertise to a new generation of artists and organizations. From partnering with independent labels to developing the first comprehensive social strategy for a social justice, influencer backed, non-profit.
Whether in music, brand, lifestyle or non-profits, her work is built on the same principles: integrity, fan connection and measurable impact.
Skills
& Expertise
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Global Digital Marketing Strategy
Designing and executing data-driven, multi-platform campaigns that drive streaming, sales, and brand visibility for artists, labels and consumer brands.
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Social Media & Community/Fan Growth
Building engaged fan communities through platform-specific storytelling, influencer partnerships, and content designed for maximum shareability and cultural impact.
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Creative Direction & Content Production
Leading the development of high-quality short- and medium-form video, visual assets, and branded content that align with artist identity and brand voice.
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Brand Partnership Development
Leveraging experience with brands such as Nestlé Purina, diptyque and E.J. Gallo to create authentic, mutually beneficial collaborations that extend audience reach.
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Team Leadership & Digital Training
Empowering artists, managers, and internal teams through strategic training, digital “boot camps” and workflow optimization for stronger campaign execution.
Work
Experience
2023 - present
Founder, EMHP Enterprises, LLC
Boutique digital consultancy focused on enhancing the online presence of artists, labels, and cultural organizations. Develop and execute data-driven social media and digital strategies to increase engagement, brand visibility, and streaming performance.
Services include release planning, brand and content strategy, creative direction, marketing analytics, and platform relationship management (TikTok, Meta, YouTube).
Selected Projects:
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For Gracie’s Corner’s “Veggie Dance,” collaborated with independent label, groundwerk, to craft a digital strategy rooted in Instagram shareability and fan connection. Overseeing production of short-form and alternate lyric video content that inspired conversation, sparked reposts and shares.
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Partnered with the social justice influencer DeRay Mckesson's non-profit, Campaign Zero, to launch its first-ever comprehensive social media strategy, building a cohesive voice and platform-by-platform roadmap designed for shareability and community growth. ​​
2021 - 2023
SVP, Digital & Creative Marketing, Island Records
As Senior Vice President of Digital Marketing at Island Records, Erica led the label’s digital division and oversaw comprehensive marketing strategies across social media, YouTube, advertising and influencer outreach.
She worked closely with artists and managers to craft bespoke digital campaigns rooted in measurable KPIs. Known for her creative foresight and data fluency, Erica pioneered digital-first activations for a range of major releases, integrating new technologies and forming impactful partnerships with platforms like TikTok and Meta.
Under her leadership, Island’s digital campaigns gained critical traction for marquee artists such as Sabrina Carpenter, The Killers and Shawn Mendes, driving growth through storytelling, creator partnerships and platform innovation.
2019 - 2021
VP, Digital Marketing
Republic, Island, Def Jam (Universal Music Group)
In this cross-label leadership role, Erica oversaw global digital marketing strategy for Universal Music Group’s East Coast Label Group, serving as the bridge between frontline U.S. labels—including Republic, Island, and Def Jam—and international affiliates.
She played a key role in developing and executing global digital campaigns for major releases such as Justin Bieber’s Changes (Def Jam) and Taylor Swift’s folklore and evermore (Republic), ensuring cohesive messaging and content delivery across markets. Her work focused on elevating artist visibility and campaign performance by customizing international content, optimizing social and influencer strategy and streamlining communication between domestic and global teams. She also managed global asset distribution and performance analytics across a high-impact, diverse roster.
2017 - 2019
iOne Digital (UrbanOne)
Senior Director, Social Media & Content Operations
At iOne Digital, Erica led social strategy and content operations for a portfolio of national brands including Bossip, Hello Beautiful, MadameNoire, Cassius, and NewsOne.
She spearheaded a modernized approach to storytelling that aligned with audience behavior and cultural shifts, helping the network achieve an average 45% year-over-year growth in followers and over 10% increased engagement.
Erica directed day-to-day creative planning, oversaw franchise development, and cultivated partnerships with top influencers and cultural contributors. She collaborated closely with editorial and video teams to develop social-first initiatives and also led a new agency-style social media practice supporting AARP Black Communities. Her leadership positioned iOne’s brands at the forefront of Black digital media and cultural commentary.
2014 - 2017
Senior Director, Digital Marketing — Republic Records (UMG)
At Republic Records, Erica led fan-first, innovative digital marketing campaigns that helped shape the modern pop playbook. She developed and executed breakthrough strategies for Ariana Grande’s Dangerous Woman and My Everything albums, using early influencer engagement and mobile-first content to drive fan participation and sustained momentum across platforms.
Her work on The Weeknd’s Beauty Behind the Madness and Starboy further pushed creative boundaries, integrating immersive digital storytelling with performance-based targeting to drive streaming and sales globally. Erica also played a key role in the success of the multi-artist hit single “Bang Bang” by Ariana Grande, Jessie J and Nicki Minaj, developing a coordinated campaign across social, media, and retail to maximize awareness, engagement, and conversion.
In this role, she served as the strategic bridge between artists, managers, platform partners, and internal teams, ensuring that every campaign was creatively distinct, culturally relevant, and results-driven.
2012 - 2014
Senior Manager, Social Media Communications — Deep Focus
At Deep Focus, Erica designed and led digital strategies for major consumer brands across CPG, entertainment and fashion. She worked with Nestlé Purina and Turner Networks to develop long- and short-term social media campaigns rooted in platform trends, audience behavior, and performance metrics, turning data into actionable creative strategies.
A key focus of her work involved building affiliate and influencer campaigns for SimplyBe, a leading plus-size fashion brand. Erica helped craft messaging and creator partnerships that resonated authentically with underserved communities, elevating brand visibility and consumer engagement.
Throughout her time at Deep Focus, she consistently brought thought leadership, clarity, and cultural insight to every campaign, helping bridge traditional brand goals with emerging digital opportunities.