Ericka is a true change-maker. As Ovative’s VP of Holistic Search, she leads a team of passionate subject matter experts driving impact across our SEO and SEM programs. Together, they maximize our clients’ search growth potential through customer-first, integrated strategies.

Ericka spent four years running Northern Tool & Equipment’s paid search capabilities evolving from an agency-managed program to building an in-house team of experts. As a former client herself, Ericka knows just how valuable it is to have a strategic partner who truly understands the challenge of optimizing search investments. Her mission? To build real, lasting relationships with clients while helping them get the most out of their search investment. Her secret? It’s all about putting customers first while staying ahead of the ever-changing search landscape. With Ericka on their team, clients can count on winning wherever their customers are searching.

Ericka isn’t just about driving search impact—she knows how to bring the fun, too. If you’re ever in the office on a Friday afternoon, don’t be surprised if she delivers an ice-cold beveragino to your desk. Outside of work, her adventurous spirit shines through. Whether she’s cheering on the Minnesota Vikings at NFL stadiums across the country or searching for the perfect cabernet in Napa Valley, Ericka loves to travel with her husband every chance she gets.