Strategic strength at Ginger grows with addition of VP Content and Communications

Working out of its Saint John office, the Ginger Agency’s new Vice President of Content and Communications, Erin Hatfield, brings with her compelling strategic thinking and passion for work that connects people.  

The arrival of this award-winning writer turned strategic content marketing and communications leader represents Ginger’s continued desire to bring top talent together to deliver on the agency’s unwavering commitment to helping Atlantic Canadian companies succeed. In her role, Erin will provide executive oversight of the in-house creative team of producers, designers and content creators and leadership in strategy development for Ginger clients.  

“I am so excited to have Erin join our team. She is one of the brightest minds I’ve ever worked with – she is a thoughtful, passionate and strategic marketer and storyteller,” said Sarah Martell, President of Ginger Agency. “She approaches everything she does in service to others – her team, clients, communities – which creates tremendous value and impact in her work and the brands she helps build.” 

Sarah added, “Our agency and clients will benefit greatly from her leadership of our content and communications practice, and we are confident that she will bring new ideas and innovation to the table.”   

Raised in Rothesay, Erin did her undergraduate degree in journalism at St. Thomas University. She went on to work as a journalist briefly for Brunswick News and then for nearly ten years at TorStar Corporation in Ontario before changing careers and moving into strategic marketing and communications roles. The first such role was with Toronto Film School and Yorkville University. 

“I moved into marketing and communications at a time when hiring journalists to write for brands was a fairly new idea,” Erin explained. “But it was under leadership (shout out to Walter Lee) who, even then, understood the potential for authentic and engaging narrative in strategic marketing and communications to drive results.”  

First as a journalist, then as a content marketer and strategic communications leader in higher education, most recently as the Director of Communications at the University of New Brunswick (UNB); for Erin, the work is ultimately about bringing people together.  

“I find a lot of joy in using excellent content and strategic storytelling to help people learn about the world around them, understand their neighbours, understand change, and the opportunities around them,” Erin said. “Because understanding leads us to care more about one another and support one another through action.”  

Erin’s approach to her work perfectly aligns with Ginger’s mission of ‘making it matter.’ She is dedicated to building brands fueled by passion and making a tangible difference in communities. This shared commitment to community impact drew Erin to Ginger, making her a natural fit for the agency. 

“I have certainly found that at Ginger. The clients we work with and strategies I have helped build all have a connection to community and positive impact,” Erin said. What’s more, the team (Gingerinos, as we call ourselves) are exceptionally smart and talented. They are a total inspiration and have really reignited energy and creativity in me.”  

In addition to her exceptional eye for building strategy and uncovering a brand’s narrative, Erin is exceptionally skilled in integrated, multichannel content creation, content marketing, internal communications, media relations, crisis communications, executive positioning and personal brand building.  

Written by Kaelyn Merrithew