Erica — AI Driven Digital Banking Platform
Led go-to-market execution and partnership activation for sports-themed creative assets supporting Erica, Bank of America’s AI-powered financial assistant.
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Challenge
Break through a crowded AI and chatbot landscape while building trust and helping consumers understand practical, everyday use cases.
Approach
Authored a creative brief that connected complex product value to real customer and fan moments through sports themed creative across enterprise team partnership and race properties across MLB, NBA, NFL, and NASCAR slash ROVAL.
Activated an integrated go-to-market motion across owned, contractual, and experiential channels, bridging digital-first product storytelling with brand-led moments.
Coordinated cross-functional stakeholders, local markets, team partners, agencies, and vendors to keep messaging consistent across assets.
Integrated a partner ecosystem and marketplace-style motion to expand distribution and strengthen the end-to-end value proposition.
Scope
Sports-themed consumer experience integrations + cross-channel GTM execution (multi-market)
Outcomes
Supported scaled adoption of a virtual financial assistant through sports-themed consumer integrations and cross-channel GTM execution across priority markets. Used culturally relevant sports passion points to make everyday AI assistance more approachable and intuitive, supporting digital adoption through trusted contexts.
Since launch, Erica — Bank of America’s AI-driven virtual financial assistant within the mobile banking app — has surpassed 3.2 billion lifetime interactions and delivered approximately 1.9 billion proactive, personalized insights to clients.
(Source: 2025 Bank of America Annual Report)
Public proof
Public-facing asset (ATM creative, blurred for proprietary context)
Oracle Park San Francisco, California