Erica Berchtold is the unsuspecting CEO for The Iconic.   

The eldest of four children, the daughter to a German migrant father and a mother who was a nurse.

After finishing up as the Managing Director at Rebel Sport, spending most of her career in the bricks and mortar world, Erica scored the CEO role at Australia’s number one online retailer – The Iconic.

Erica moved into a disruptive online industry while disrupting her career.   

The overwhelming mantra Erica carries throughout her career is, 'Why can’t I?'

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