Erin Core is the Head of Research and Strategy at Veracity, a new business that Erin launched in 2021 aimed at disrupting the traditional model by making research and strategy simpler and easier to manage, share and understand.
Erin has over 16 years of experience in advertising campaigns, insights, research, creative strategy, messaging, customer journey mapping, workshop facilitation, brand positioning, and brand platform development. Her recent roles have included Head of Marketing at Queensland Ballet, Strategy Director at Clemenger BBDO, and strategist at Y&R (now VMLY&R).
In 2019, her strategic work won the National AMI Award for Public Sector Marketing, and in 2020, a National Finalist for Social Change Marketing. In Sydney and Brisbane, she’s worked with clients like Arnott’s, PwC, Weis, DELL, RACQ, Tabcorp, Blue Care, Subway and Queensland Ballet.
Erin was an ad ‘suit’ who crossed over to strategy – but her first career was in motorsports media. She’s passionate about revealing the truth of brands, helping them grow and adapt for the future. She’s incredibly curious about human motivation and sociology.
If you become her mentee, you’ll learn that Erin is very particular about insights, will definitely run you through her ‘life strategy workshop’, and she won’t be able to help talking about CrossFit.
Check out Veracity at veracityresearch.com.au
Career & Background
What inspired you to do what you are doing now?
What was your journey and where are you headed in your career right now?
What drives and inspires you
What are your core values?
You as a Mentor
Why have you decided to become a mentor?
I feel fortunate to have met and taught some very bright minds through the AdSchool courses, and I feel like I get just as much out of every course as they do. I’d love to develop a deeper one-on-one relationship through this mentor program. I believe that it’s incredibly important to give back and help to develop the next generation of minds in our industry, especially as we all chart new territory for what it means to be a successful career person, female, mother, and human.
What are the top 5 skills or qualities you bring to mentoring?