Today we’d like to introduce you to Erica Batterman.
Hi Erica, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Honestly, it’s always hard for me to answer this question because I still feel like I’m figuring it out. If you had told me ten years ago that I’d end up working in marketing and social media, I probably would’ve laughed. My career has been anything but linear, and looking back, every unexpected turn has led me exactly where I needed to be.
After graduating from TCU, I spent almost ten years in sales in the oil and gas industry. At the time, Instagram was simply a creative outlet. In 2017, I started sharing healthy recipes I was making after work because I genuinely loved cooking, dabbling in photography (I say that loosely since I still primarily use my iPhone), and creating something that had nothing to do with my day job. I wasn’t trying to build a business or become an influencer, I was just having fun and doing something I genuinely enjoyed.
Eventually, people started following along, brands reached out, and I realized there was an entire career I didn’t even know existed. I taught myself photography, video editing, copywriting, and analytics, really just by staying curious and learning as I went.
Like so many people in 2020, the pandemic unexpectedly changed the course of my career. After losing my job in the oil and gas industry, I took a leap of faith and joined a food startup in the CPG industry as their Marketing and Social Media Manager. It was one of the best decisions I’ve ever made. Working for a startup taught me so much because I wore just about every hat imaginable, and it confirmed that storytelling, creativity, and building communities were what I truly loved.
Today, I work as a fractional marketing and social media strategist, helping brands tell their stories while continuing to build my own. I still don’t feel like I’ve “made it,” and honestly, I hope I always feel like there’s another chapter ahead. That’s the exciting part. Every twist in my journey has opened a door I never knew existed, and I can’t wait to see where the next one leads.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Definitely not. Looking back, I feel like my career has been built on a series of pivots rather than a straight path.
One of the biggest challenges was switching careers. I didn’t go to school for marketing, and I never had someone ‘teaching me the ropes.’ Everything from photography and video editing and content strategy was self-taught. There were plenty of late nights watching YouTube tutorials, Googling things, and learning through trial and error. Even today, I think one of the most important skills in this industry is simply being willing to keep learning because it’s constantly evolving.
Another major turning point was losing my corporate job during the pandemic. At the time, it felt incredibly uncertain, but looking back, it pushed me toward a career I genuinely love. Sometimes what feels like the biggest setback ends up becoming the opportunity you didn’t know you needed.
One of the most defining seasons of my life came in 2023. Just four months after my husband underwent major open-heart surgery, I was diagnosed with breast cancer at 38. Thankfully, both of our stories have positive outcomes, but having two major health scares in such a short period of time definitely changes your perspective.
It reminded me how quickly life can change and how important it is to be present, appreciate the people you love, and stop waiting for the “perfect time” to pursue what matters most. That season reinforced that success isn’t just about titles or accomplishments. To me, it’s about doing meaningful work, building genuine relationships, and creating a life that feels fulfilling both personally and professionally.
If there’s one thing I’ve learned, it’s that setbacks don’t have to define your story. Sometimes they’re the very thing that redirects you toward where you’re meant to be.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Today, I work as a marketing and social media strategist, where I manage marketing efforts for multiple brands. I also work directly with a handful of clients on a contract basis, helping businesses build their online presence through content strategy, social media management, photography, video, and brand storytelling.
One of the experiences I’m most proud of was helping build a CPG brand from the ground up. Being part of a startup taught me that great marketing is about so much more than creating content, it’s about building trust, telling a compelling story, and creating genuine connections with your audience.
Every brand has its own voice, personality, and audience, and I love figuring out what makes each one unique. My goal is always to create content that feels authentic, not just content that checks a box or follows the latest trend.
What sort of changes are you expecting over the next 5-10 years?
As we all know, and can see coming, AI is going to continue changing the way we work, and honestly, I see that as a good thing. It can save time, spark ideas, and make us more efficient, but I don’t think it will ever replace human creativity or genuine connection.
If anything, I think people are craving authenticity more than ever. Consumers are getting better at recognizing what’s real versus what’s overly polished, and they’re choosing brands that feel relatable, transparent, and trustworthy.
I also think we’re moving away from focusing on vanity metrics and placing more emphasis on building communities and meaningful relationships. At the end of the day, social media isn’t just about getting the most views. Sure, going viral is great for exposure, and let’s be honest, we all want that. But lasting success comes from creating content that makes people feel something and gives them a reason to keep coming back. I don’t see that changing anytime soon.
Contact Info:
- Instagram: @ericabatterman
