Life at BurdaLuxury – Nathan Erickson

Life at BurdaLuxury – Nathan Erickson

Nate joined BurdaLuxury family as the Editor-in-Chief of Lifestyle Asia Hong Kong, and earlier this year he took on a new role, leading BurdaLuxury's social media strategy for all of our titles in the region.

Can you tell us about your career journey at BurdaLuxury?

I started here as the Editor-In-Chief of Lifestyle Asia Hong Kong and earlier this year I took on an additional role, leading the company’s social media strategy for all of our titles across the region.

What’s the most interesting project you’re working on right now?

The most interesting project I’m working on right now is expanding Lifestyle Asia Hong Kong’s role in Hong Kong into a more culturally aware and involved publication. While the city is going through a record population drop, amid other challenges brought on by the pandemic, those who have stayed are producing some really amazing things across film and music and art for Hong Hong Kong — it’s an honour to be a part of that.

What energizes you at work?

Two to three iced black coffees a day.

A typical day as Regional Head - Social Media

While most news — even K-pop news — happens according to New York media working hours, I start my day by checking my favourite news sites and Instagram in search of regionally relevant content that happened overnight, and try to identify a few things that will perform on social just as well whether it’s Bangkok or Singapore. I try to share these with our social media managers across the region (and they’re great at sharing, too) so we can get posts up, even if there’s not yet a story on our sites to link to. Throughout the day I try to keep an eye on the content coming from each of our feeds to see if it could perform better, double-check copy to ensure there aren’t any errors and suggest tips if a certain piece of content is underperforming or perhaps could be executed in a more optimal way the next time. If something from one channel or market is doing particularly well, I’ll pass it onto other members of our group to see if it’s something that might work for their teams, as well. While we all look after different markets and titles, there’s quite a bit of overlap, and success for me is when we’re all collaborating on getting engaging, shareable, visually appealing content quickly and in a way that we’re proud to have represent our brands.

What show are you currently binge-watching?

I am re-binge-watching Itaewon Class — it’s a Netflix K-drama based on restaurants and revenge. (It’s way more than that, but spoilers, so just watch it.)

What’s the best advice you can give to someone who just started their career?

Don’t just do what you’re told, make an impression.

Maneekan Viratham Poonsawat

Regional Senior Executive - Communications & Corporate Development