ABOUT
WILDWOOD ADVISORS
A consultancy advising corporate and non-profit organizations in the areas of strategic planning, capabilities development and growth
With 20+ years of experience in solving complex problems and developing teams, Alicia Erdman brings deep expertise to senior leaders across sectors.
She sees each engagement as a partnership with leaders and their teams to deliver clear strategic plans, focusing on impact as well as organizational change and effectiveness.
In all her work, Alicia brings to bear significant strategic capabilities, an analytical mindset, and facilitation and stakeholder management skills. She values diversity, integrity, collaboration, and creativity.
Prior experience:
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VP, Global Product & Merchandising Analytics, Nike, Inc.
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VP, Global Strategic Planning, Nike, Inc.
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VP, Corporate & Operating Strategy, Gap, Inc.
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Principal, The Boston Consulting Group
Alicia works in both the for-profit and non-profit sectors. Recent engagements range from setting strategy and defining an operating model for analytics in a large non-profit to completing a deep dive on the current retail environment and the implications on brands for an investment firm.
Prior to founding Wildwood Advisors, Alicia was an executive at Nike, where she built a new team and capability in data and analytics and created a new model for technology and business partnerships. As the head of Global Strategic Planning for Nike, she worked directly with Nike's executive leadership to set the overall strategic agenda and led a number of key strategic initiatives including digital strategy, China market strategy, Innovation reset and various category, channel and market plans.
Before joining Nike, Alicia led corporate strategy at Gap Inc. In this role, she oversaw projects ranging from the acquisition of Athleta to the capturing of consumer perspectives across Gap Inc.’s 3,000 stores. She led Gap’s China entry strategy, delivered regular updates to the Board of Directors and led the company’s pricing optimization efforts and consumer insights.
Alicia started her business career with The Boston Consulting Group, where as a Principal, she focused on growth strategy, M&A and operational effectiveness across a range of industries.
Alicia earned a BSE with High Honors from Princeton University and was a Fulbright Scholar in Madrid, Spain. She received her MBA from Stanford’s Graduate School of Business where she was an Arjay Miller Scholar.