Erica Berchtold

Erica joined The Iconic in February 2019 as CEO. After nearly 20 years in predominantly “Bricks and Mortar” retail, the challenge of working in a pureplay business was too exciting a prospect to pass up, and she is relishing the opportunity to translate traditional retail strategies into the online space. Prior to this Erica worked for over 7 years at Super Retail Group as Managing Director of the Sports Division (rebel and Infinite Retail), where she grew the top line sales from $600m to $1 billion whilst maintaining EBIT margins of ~10%. She believes her greatest accomplishment however was to be able to realise such growth against market trends whilst growing team member engagement from 43% to 69% and customer engagement (NPS) from 19% to 57%. In 2016 Erica won the Michael Page Retail Executive of the Year Award and was a finalist in the InStyle Magazine ‘Women of Style’ Awards (business category). Prior to joining Super Retail Group, Erica held a number of senior management positions including General Manager of two women's apparel businesses for Specialty Fashion Group, General Manager of Merchandise & Marketing for Rebel Sport and National Product Management roles at Harvey Norman and has nearly 20 years of Australian retail experience. Erica is passionate about supporting women in business and women in sport and actively mentors in this area. She is an accomplished keynote speaker on a variety of topics, whether it be leadership journey for women in business or the future of retail. Having graduated from the Australian Institute of Company Directors, Erica also has board experience as President of the Australian Sporting Goods Association, director of Western Sydney Wanderers Football Club and Sydney FC Football Club, and she is currently a Councillor for the Australia Retailers Associsation. The values that she values most are courage, humility, resilience and curiosity, and her attitude towards change is best summed up by a favourite quote: “the illiterate of the 21st Century will not be those who cannot read and write, but those who cannot learn, unlearn and relearn”. In her spare time you will find her dreaming of another trip to Positano, spending time with her three young children or doing a pilates/barre class at her local studio.