Erica Shlafer founded XFCollective after more than two decades in sales and brand partnerships at some of the most recognized companies in media and entertainment. Her career includes roles at TikTok, Live Nation, Condé Nast, The Hollywood Reporter, Billboard, and Us Weekly.

​

Over the course of her career, Erica has led sales, account management, integrated marketing, and sponsorship teams, while also shaping commercial strategy and sales operations. She has worked with brands in nearly every category, ranging from Nike and Google to Sony, Coca-Cola, Porsche, and LVMH. Her career reflects a longstanding passion for connecting brands with music, talent, content, and culture.

​

Erica’s entrepreneurial drive and attention to detail have helped her recognize shifts in consumer interest and understand what brand partners are seeking, enabling her to identify new opportunities for platforms to evolve in response to both. This understanding informed both the integrated programs she developed and the new platform offerings and extensions she created to help unlock additional sources of revenue. She was equally proactive in creating what teams needed to pursue those opportunities, from marketing materials to tools, resources, and processes that improved organization, visibility, and efficiency.

​

Working across sales, marketing, strategy, and operations has given Erica a deep understanding of each function and how they need to work together to achieve a larger business objective. That understanding is the idea behind XFCollective. She draws on that cross-functional experience to understand each client’s needs and shape an engagement around the support that will be most valuable to their business.

​

Erica partners with clients through advisory, project-based, and fractional engagements. Each begins with a conversation about the business, its priorities, and where her experience can be most useful. She is also open to full-time leadership opportunities that draw on her cross-functional experience. If you’re interested in connecting, she’d love to hear from you.