Meet Erica Timmerman ’06

While visiting with alumni in British Columbia, we had the opportunity to catch up with Erica Timmerman, Founder and President of picnic social strategies. Read about her career path, changes in her field, and advice for those pursuing similar opportunities.

How did your career path lead you to open a full-service marketing agency?

I always enjoyed writing, which is why I decided to take my BA in English at King’s. Once I graduated, I decided to further my studies in Journalism and Public Relations (PR) from Humber College and Simon Fraser University. It helped me enjoy some interesting roles at Flare Magazine, AM 680, National Kids Cancer Ride, and Squamish Chief. Eventually, I met Geraldine Vance, who was the Communications Director of Doctors of BC (or British Columbia Medical Association, as it was previously known). She became my mentor and hired me to work as her communications coordinator.

There, I learned so much! I supported the media relations manager in writing press releases, speaking notes, web articles and editorials. I also managed events and participated in committee meetings. It was a very well-rounded role that taught me a lot about media, organizational hierarchy, speaking and presenting your brand. I am grateful that I got to be part of it for five years. They even paid for my Masters in Communications!

From 2015 onward, I worked in contract positions as a communications specialist with Vancouver Coastal Health, HSBC and UBC. Each provided experience working in change management positions, and I learned the value of direct communication in times of change. During this time, I also began freelancing and providing support in PR and copywriting. Over time, my client base grew so much that I realized I needed help. There just wasn’t enough time in the day.

Immediately, I understood that if I was going to have a team to work with me, I should have an agency name that is more inclusive than just Erica Timmerman PR. From there, picnic social was born! We’ve been operating for six years and have pivoted services based on the changing times. Today, we provide marketing strategy, campaign management and brand design. The road I took was varied, but each job enhanced my writing, brand and PR skills. They taught me to always be learning and be flexible with change.

What trends, developments or potential threats do you see in your field in the coming years?

For marketing, it is undoubtedly AI. Whether it will be a threat or a boost to performance is debatable, but I’ve been excited by the opportunity to use it in streamlining content production. I think it’s important to review and revise AI content to provide your own finishing touches, but when handled correctly, it can actually be quite helpful!

Can you offer advice to students and recent grads about building a strong personal brand online?

Be authentic and honest, and be prepared to show your portfolio online.

There is a lot of mimicking and copying online and often your audience will see it a mile away. I hire people based on a strong portfolio, and whether I see a spark I want to help fan.

What are some of your favourite websites or social media accounts?

I really enjoy reddit.com/marketing for the random posts, and I’m a mother to a small boy, so I watch mommy accounts all the time, like @modernmixvan, but if you’re looking for wisdom and advice? I’m more of a podcast gal.

What's on my Spotify right now:

• Pivot with Kara Swisher and Scott Galloway

• Networking is No Joke with Jenni Butz and Steve Tannuzzo

• The Power of One podcast

• Today, Explained podcast

• Dark Poutine podcast (for some delicious Canadian true crime)