ERICA EDEN, ADVISOR

Erica advises on design and strategy, specializing in uncovering deep desires and delivering on real needs for the elusive and influential female consumer. She was a co-founder of the Femme Den and is currently the Global Director of Design Innovation at PepsiCo's Design Center, where she is reframing how to drive breakthrough innovation for women by leveraging design thinking, ecosystem experience design and lean entrepreneurship. Erica’s curiosity is about what to make, why it matters and how to connect to the women’s market. Through her work in diverse fields including housewares, health & wellness, automotive, and consumer packaged goods, she sees each design challenge through the eyes of the consumer and pioneers new methodologies that close the gap between design trends and real women.