Mutual Friends was founded by Lia Porcelli and Erica Barstein, who met in New York City through — you guessed it — mutual friends.

Together, they blend deep expertise in brand marketing, entertainment, and creative partnerships to forge meaningful and lasting cultural connections. The goal of Mutual Friends is to work with friends and mutual friends, inspired by the realization that we’re surrounded by so many talented and successful people. We wanted to create a platform to not only collaborate with them but also amplify their voices and put them on.

Lia, an Italian-Danish creative, grew up between the U.S. and Denmark, bringing a global perspective to her work. With experience at Condé Nast and Nike, she has honed her skills in community-driven brand marketing, with a passion for intentional, impactful storytelling. Lia specializes in helping Scandinavian brands expand into the U.S., leveraging her authentic ties to the sports, wellness, and fashion industries to build brand resonance and recognition in new markets.

Erica, originally from Alabama, spent over a decade in Los Angeles cultivating a career rooted in entertainment, styling, and talent management. She spent eight years producing for The Ellen DeGeneres Show, mastering audience connection and compelling storytelling while collaborating with world-renowned talent. Later, as a talent manager and brand strategist, Erica worked with influential figures like actress Nina Dobrev and Olympic gold medalist Shaun White, guiding their creative visions across production, lifestyle branding, and strategic partnerships.

Together, Lia and Erica bring a unique balance of grassroots marketing and industry expertise, crafting brand connections through a lens of collaboration, creativity, and authenticity.