A Conversation with 2026 AMA Spectrum Marketer of the Year Gabriela Erikson

Being named the 2026 AMA Spectrum Marketer of the Year is a major accomplishment. After having the opportunity to speak with Gabriela Erikson, it’s easy to understand why she received the recognition.

As an intern at Nativa, I had the chance to sit down with Gaby and learn more about her career journey, what inspires her work, and the experiences that shaped her path into marketing. Throughout our conversation, one thing became clear: her passion for storytelling, representation, and authentic connection is at the center of everything she does.

Finding Purpose Through Marketing

One of the first questions I asked was what inspired her to pursue a career in marketing.

Gaby shared that her journey did not begin in a traditional marketing role. Instead, her background was in fashion management. Over time, however, she began to see the impact marketing could have on people and communities.

“What really drew me in was the ability to tell stories and create representation,” Gaby explained. “Marketing has the power to make people feel seen, especially audiences that haven’t always been represented in the way they should be.”

That realization helped shape her career and continues to influence the work she does today. She spoke about how marketing goes beyond selling products or promoting services. At its best, it creates meaningful connections between brands and the people they serve.

Another topic we discussed was creativity and how it plays a role in her work.

One of the reasons

 Gaby enjoys marketing so much is because it allows her to blend creativity with purpose.

“I’ve always loved creative work,” she said. “Marketing gives me the opportunity to be creative while also making an impact. Whether it’s social media, branding, or a campaign, I love creating something that resonates with people.”

That balance between creativity and strategy is something many marketers strive for, and it was interesting to hear how Gaby has been able to build a career around both.

An Unexpected Start in Social Media

Of all the questions I asked, one of my favorites was how she first got involved with social media. Her answer ended up being one of the most unexpected stories from our conversation.

Gaby explained that she originally started dog sitting. The dogs she watched, however, weren’t your average pets. They had built their own following online and were actually social media famous.

“I started helping out with their social media accounts,” Gaby said. “At first it was just something fun, but it introduced me to content creation and showed me how much I enjoyed digital marketing.”

What began as a unique side opportunity quickly turned into a passion. Looking back, that experience helped open the door to a career she never originally planned on pursuing.

Hearing Gaby talk about her journey was a reminder that career paths are rarely linear. Sometimes the experiences that have the biggest impact come from places you never expected.

More Than Marketing

Beyond her professional accomplishments, what stood out most during our conversation was her genuine commitment to helping others feel represented through marketing. Her perspective highlighted how powerful authentic storytelling can be and why it matters so much in today’s industry.

Marketing is often viewed as advertising, promotions, and campaigns. While those things are certainly part of it, Gaby’s story demonstrates that marketing can also build community, celebrate culture, and create opportunities for people to see themselves reflected in the brands and stories around them.

Congratulations again to Gabriela Erikson on being named the 2026 AMA Spectrum Marketer of the Year. Her creativity, leadership, and dedication to authentic storytelling continue to make an impact throughout the industry. As an intern here at Nativa, it was incredibly inspiring to hear her story firsthand and learn from someone who is helping shape the future of marketing.

The future of marketing needs more leaders like Gaby, and this recognition is a testament to the influence she continues to have on the people and communities around her.

If you would like to see the full interview click here.