Erica Parham is the Director of Retail & E-commerce Operations for The National Hip-Hop Museum’s retail division, where she leads the strategy, development, and day-to-day execution of the museum’s retail stores, e-commerce platform, merchandising programs, and customer experience. With a sharp instinct for branding and product storytelling, she ensures that every item—from exclusive estate collections to limited-edition releases—reflects the authenticity, creativity, and cultural significance of Hip-Hop.

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Raised in Newark, N.J. (Brick City), Erica’s love of Hip-Hop began with the release of LL Cool J’s Radio. Before joining the museum, she built a career as a business owner in the beauty culture and personalized gifts industries, developing expertise in logistics, vendor management, merchandising, and digital strategy. These experiences now inform her approach to building and expanding the museum’s retail ecosystem.

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Since stepping into her role, Erica has opened two of the museum’s retail locations and organized a wide range of in-store Hip-Hop events and artist signings, including book releases, sneaker drops, and specialty collector-toy unveilings. She has expanded product lines, developed strategic vendor partnerships, strengthened operational processes, and contributed to increased sales.

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Through her leadership, Erica continues to strengthen the museum’s retail presence and brand identity while creating meaningful experiences for collectors, visitors, and Hip-Hop enthusiasts. Her work supports The National Hip-Hop Museum’s mission to preserve, celebrate, and share the history and cultural impact of Hip-Hop with audiences around the world.

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