Erica Hollins has stepped into the newly created role of Senior Director II, Fundraising Strategy & Projects, effective Monday, May 18.
In this role, Erica will serve as a strategic bridge between frontline fundraising and Advancement Services, helping to align development priorities with institutional strategy and operations. Working across schools, departments, and the health system, she will focus on integrating fundraising strategy with training, prospect management, analytics, stewardship and operational planning to strengthen coordinated, cross-unit efforts.
Erica will also play a key role in supporting campaign readiness and implementing strategic initiatives designed to enhance major and principal gift activity. Her work will help ensure strong alignment between strategy and execution while advancing organizational effectiveness across Advancement.
Reporting to Associate Vice President of Advancement Services Marylyn West, Erica will work closely with Advancement leadership and serve as an integral member of the Advancement Services leadership team.
“We are thrilled to have Erica join the Advancement Services team to work alongside leadership on campaign planning and other strategic projects for Advancement,” West said. “Her experience launching and preparing for our last Campaign for UAB, combined with her background in frontline development at UAB and beyond, positions her well for success. She is the ideal person to step into this role and help advance our efforts.”
Erica brings deep institutional knowledge, extensive advancement experience, and a proven ability to drive collaboration and strategic alignment. Her leadership and expertise will be instrumental as Advancement continues to build momentum toward future campaign success.
