Erica Saraval

Erica Saraval is the ASO Principal at Phiture. Erica has previously worked as the Head of Organic Marketing at HappyFresh from July 2017 to October 2020. At HappyFresh, Erica was responsible for leading end-to-end growth initiatives, including blogs, ASO, SEO, and Referral scheme. Erica also implemented and optimized strategies and processes, created content focused on increasing awareness and acquisition, and conducted performance analysis of campaigns while recommending optimizations to improve results and achieve business goals.

Prior to their work at HappyFresh, Erica was the Head of Content and Online Marketing Director at Guiato - Bonial International Group from June 2012 to June 2017. There, they were in charge of creating and optimizing processes, strategies, and team structure for the Content department while supporting marketing initiatives and working with the Sales team on external meetings for partnerships. Erica also led a team of 12 content members and supervised the marketing team on SEO & SEM strategies.

Before their work in marketing, Erica was a Graphic Designer at Caso Design Comunicação from February 2009 to June 2012, and Senior Graphic Designer - Vogue Brazil at Carta Editorial from October 2005 to February 2009.

Erica Saraval has a Master in Digital Marketing from ESPM Escola Superior de Propaganda e Marketing and an undergraduate degree in Communication Center - Advertising from Universidade Presbiteriana Mackenzie. Erica also has certification from Apple in Apple Search Ads and Google Analytics for Business in Google Analytics.