2019 One Show Intellectual Property Jury

Erica Eden

Director, Global Design Innovation


New York

Erica is a strategic thinker, driving innovation by understanding what to make, why it matters and how to connect with design. She sees each challenge through the eyes of the consumer and guides ideas into globally scalable opportunities across diverse industries. Erica is an accomplished design leader and intrapreneur with the ability to demonstrate the value of design thinking by converting abstract strategies, trends and insights into concrete user experiences.

As Director of Global Design Innovation at PepsiCo, she drives user experience strategy by translating long term innovation priorities into tangible opportunities that are globally relevant, prove meaningful to consumers, and transform PepsiCo beyond its core.

Erica previously founded Femme Den - the first design lab for female consumers, powered by Smart Design. Femme Den helps clients in Health, Tech, Auto, and Finance who struggle to connect with women because of embedded male-oriented priorities and cultural misunderstandings.

She brings together 20 years of design strategy from agency and corporate innovation teams. Erica has 25+ patents and has been featured in Fast Company, The New York Times, ID magazine, Blueprint and several other media.




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