Her Story
About Erica
Erica Cook is the Co-Founder and Managing Partner of Recast Advisory LLC, a boutique consulting firm focused on helping organizations strengthen operations, leadership, organizational structures, transformation, AI implementation, project management, and data analytics. With more than 20 years of experience, Erica has built a distinguished career primarily within nonprofit social enterprise organizations, particularly Goodwill. She began her career as a part-time trainer and steadily advanced through leadership roles, eventually serving as CEO of Goodwill Industries of Central East Texas and later as Senior Director of Retail Operations for Goodwill Industries of South Texas, where she oversaw a $36 million–$40 million+ P&L across 22 retail stores, e-commerce platforms, and donation operations.
Throughout her career, Erica has focused on turning strategy into sustainable execution while developing people and strengthening organizational performance. Her leadership experience encompasses multi-site operations, P&L management, organizational effectiveness, change management, strategic planning, workflow design, KPI systems, talent development, and culture transformation. She is particularly passionate about the impact work can have on people's lives and considers helping others gain independence and opportunity through meaningful employment and a paycheck among her proudest accomplishments. Today, through Recast Advisory, she helps leadership teams navigate growth, operational complexity, systemic transformation, and emerging technologies while advocating for human-centered approaches to AI and organizational change.
Erica holds a Bachelor of Arts in German and History from the University of North Texas, earned in 1998, and a Master of Education in Special Education and Teaching from the same university, earned in 2001, with a focus on severe emotional disturbances and autism. Her professional development includes certifications and training in project management, data analytics, marketing, AI, consulting, and circular economy leadership. Beyond her professional work, Erica is an artist who enjoys painting, sculpting, and making furniture and is preparing for her first exhibition in November 2026. Her leadership philosophy is grounded in integrity, honesty, loyalty, adaptability, and standing up for those who need an advocate, reflecting her belief that effective leadership is ultimately about being a good human while creating meaningful results.
Her Interview
Ten minutes with Erica
01What do you attribute your success to?
I attribute my success to grit and being able to adapt and carry forward. As a Gen X woman, I've lived through times with no technology and adapted through computers, cell phones, internet, and now AI. I believe we have an opportunity to recast ourselves, decide what to keep and let go, and be at the forefront of transformation rather than just enduring.
02What’s the best career advice you’ve ever received?
Sometimes, your greatest asset is also your greatest weakness. My supervisor said during my first review that my ability to motivate and inspire can hinder me if turned the wrong way, like being too persuasive when feeling battled. This started my self-awareness journey.
03What advice would you give to young women entering your industry?
AI is a game changer, and because women are language-oriented and communicators naturally, large language models align with that ability. There's real opportunity to start talking to AI and digging into what you want. Be intentional about varying what you do - fractional work, consulting, art - explore all opportunities and desires, figure out if monetizable, and go for it. Now's the time.
04What are the biggest challenges or opportunities in your field right now?
The biggest challenge is the huge transition in the professional world with people having fear and not being intentional, hindering value realization. The opportunity is getting down to what is needed, being intentional about achieving it, and keeping the human in the loop with AI implementation so systems make it easy and people see the value they create.
05What values are most important to you in your work and personal life?
Integrity, honesty, loyalty, fighting for the underdog and ensuring I'm a good human being are the most important values to me in my work and personal life. I expect full transparency and full disclosure in relationships. I fight for the underdog because I love watching people develop and achieve. The mantra I give my children is to be a good human.
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