Olivia Blackwell
Integrated Marketing · Consumer Strategy · Brand & Membership Value
Integrated marketing and brand stewardship professional with 6+ years of experience leading consumer campaigns and cross-functional initiatives across digital, social, experiential, partnerships, and paid media. Operates as a marketer and business leader, translating business goals into integrated marketing strategies, positioning, and go-to-market plans that drive growth, engagement, and retention. Known for using consumer insights, experimentation, and data to shape value propositions, influence senior stakeholders, and build programs that deepen loyalty in purpose-driven categories.
Education
Master's, Integrated Marketing Communications
Northwestern University · Expected Graduation 2026
GPA: 4.0
Strategic Process · Strategic Creativity · IMC Leadership · Financial Accounting · Marketing Research · Marketing Strategy · Marketing Metrics · Social Commerce Strategy · Customer Value Innovation · Customer Value Innovation II · Legacy Brands and Retail Strategy · Data Storytelling · Marketing in the Age of AI
Selected Graduate Projects
- ORA | Customer Value Innovation & Membership Model — Applied Jobs-to-Be-Done and innovation frameworks to analyze a wellness brand's membership model, identifying how it converts occasional spa visits into a recurring health habit. Developed a defensible positioning, identified friction points in the trial and retention journey, and recommended acquisition, membership, and referral strategies tied to trial conversion, membership conversion, and retention metrics. View case study →
- Chobani | Defensible Positioning & Growth Strategy — Repositioned Chobani around a performance-oriented use case for health-forward adults, using secondary research and cultural trends to define a focused beachhead segment. Recommended innovation models, ecosystem partnerships, and habit-building activations to extend existing strengths, supported by hypotheses, validation plans, and clear test metrics. View case study →
- Cntrl+ | Go-to-Market & Membership Strategy — Built a local-first launch and membership strategy for a women's wellness brand in New York City, including audience sizing, grassroots pilots, channel sequencing, and a 14-week test plan measured against CAC, CLV, and retention. View case study →
- Topicals | Pricing, Bundling, and Channel Strategy — Assessed pricing elasticity, competitive positioning, and retail growth opportunities; recommended tested price changes, bundle strategy, and channel expansion tied to AOV, trial-to-repeat conversion, and CAC-to-CLV targets. View case study →
Bachelor's, Marketing
New York University
Magna Cum Laude
Career Overview
Culture One World
Integrated marketing agency focused on multicultural and purpose-driven brands
Account Supervisor
2024 – Present
- Serve as primary day-to-day client lead, translating business goals into integrated marketing strategies and aligning strategy, creative, production, media, analytics, and partner teams to deliver against growth, engagement, and brand objectives.
- Lead planning and execution for integrated campaigns across digital, social, experiential, partnerships, and influencer programs — from brief development and positioning through launch, optimization, and performance reporting.
- Partner with analytics teams to synthesize performance data, experimentation results, and market trends into actionable insights.
- Manage cross-functional workstreams, timelines, and budgets across complex initiatives, ensuring clear priorities and on-time delivery.
- Created the approved AI marketing transformation roadmap focused on high-impact marketing use cases, and co-led the inaugural cross-functional AI task force responsible for piloting and scaling AI solutions.
Client: Accounting+ · Big Four accounting firm initiative↗ Case Study
- Led an integrated campaign across paid media, social, experiential, partnerships, and influencer — driving +59% YoY paid impressions, +86% website traffic, and +75% conversions.
- Improved program performance and drove +84% YoY growth in returning users by identifying learnings, optimizing tactics, and scaling successful approaches across touchpoints.
Client: Cntrl+ · Women's health and wellness direct-to-consumer brand↗ Case Study
- Led cross-channel campaigns across Google, Meta, and TikTok, using consumer insights and testing plans to optimize creative and media — top performing creative achieved CTR 50% above Meta benchmark and 21% above TikTok benchmark.
Client: MOOV · Health and wellness studio
- Spearheaded category, competitive, and consumer research to build a cultural heat map and uncover an ownable white space to inform a high-impact marketing strategy.
Client: AARP · National non-profit↗ Case Study
- Managed large-scale experiential activations and integrated campaigns that exceeded attendance projections by 2x, delivered conversions 180% above KPI, and informed annual planning and future growth opportunities.
Account Executive
2022 – 2023
- Supported day-to-day client communication and campaign management across brand, paid media, social, editorial, and strategy teams for consumer clients.
- Directed website and editorial content strategy that generated 1M+ engagements and increased average time on site by +110%.
- Drafted campaign documentation, strategic briefs, and performance reports to support client communication, planning, and execution.
Friends of the Children NY
National nonprofit organization supporting long-term youth mentorship
Marketing Specialist
Aug 2021 – Jun 2022
Built the marketing function as a team of one, setting priorities, managing limited resources, and executing integrated marketing and communications programs.
- Generated more than $500,000 in donations through integrated social and email campaigns tied to three fundraising events.
- Managed lifecycle email marketing for more than 5,000 contacts and maintained a 30% open rate while producing content across channels.
Leadership & Community
Project Beauty Expo
Beauty experiential agency
Freelance Marketing Associate
Jan 2022 – May 2023
- Developed organic social content and event promotion materials supporting beauty and wellness entrepreneurs and experiential programming.
Skills & Software
Client Leadership & Account Management
Day-to-day client services; client relationship management; account health oversight; new business development; growth opportunity identification; senior stakeholder communication; multi-agency coordination
Integrated Campaign Strategy & Execution
Integrated marketing campaigns; digital and offline channel management; production oversight; social, commerce, and shopper marketing; brief writing; creative direction and feedback; campaign measurement and impact reporting
Team Leadership & Cross-Discipline Collaboration
Project team management; mentorship and career development; cross-discipline collaboration (Strategy, Analytics, Creative, Project Management); team culture building; cross-functional alignment
Monday
Google Workspace
Microsoft Office
Digital Marketing & Analytics
Paid social (Meta, TikTok, YouTube, Google); customer relationship management and lifecycle marketing; performance analytics; data storytelling; insight generation
Sprout Social
Hootsuite
Adobe Creative Suite
Canva
Sprinklr
Research & Artificial Intelligence (AI)
Consumer and category research; audience segmentation; cultural landscape analysis; survey design; AI prompt engineering; agentic AI workflows; AI strategy
Qualtrics
R Studio
