Get to know Olivia

With a finger on the pulse of digital trends and a brain full of creative campaigns, Olivia transforms brands from unknown to unmissable. Before joining Modal, Olivia led digital strategy for a global fashion brand, helping them triple their online presence in just 18 months. A data enthusiast with a creative soul, she combines analytical thinking with innovative ideas to create campaigns that not only look good but deliver measurable results. When she's not crafting winning strategies, Olivia hosts a popular podcast about women in tech and volunteers teaching digital skills to underserved communities. Her desk is home to an impressive collection of houseplants, each named after famous marketers throughout history.

What's your approach to digital marketing strategy?

"I start with really understanding the client's business objectives, not just their marketing goals. A successful digital strategy needs to serve the bigger picture. From there, I dive into the data, what's working now, what isn't, and where the untapped opportunities might be. I'm a big believer in the power of integrated campaigns that create a consistent experience across all touchpoints. At Modal, we've moved away from thinking about channels in isolation. Instead, we focus on the customer journey and how different digital elements can support each stage of that journey."

How do you stay ahead of constantly changing digital trends?

"This industry evolves at lightning speed, so continuous learning is non-negotiable. I dedicate time each week to reading industry publications, listening to podcasts, and participating in webinars. I've also built a network of other digital marketers who share insights and discuss emerging trends. But the key is distinguishing between fleeting fads and meaningful shifts. Not every new platform or feature is worth pursuing, I evaluate each through the lens of our clients' objectives and their audience's behaviours. Sometimes the best strategy is mastering existing channels rather than chasing every shiny new thing."

What's been your most successful campaign at Modal?

"We worked with a local sustainable fashion brand that had amazing products but limited visibility. Instead of a traditional approach, we created a TikTok challenge that showcased their commitment to ethical production. It was authentic, engaging, and tapped into consumers' growing interest in sustainability. The campaign generated over 500,000 views and increased their sales by 200% in a single month. What made it special was that it didn't feel like marketing, it felt like a movement people wanted to be part of. Those are the campaigns I'm most proud of, when marketing becomes a vehicle for meaningful conversations."

Any digital marketing myths you'd like to debunk?

"That good digital marketing is all about clever ads and viral content. Those things can be important, but the foundation of effective digital marketing is much less glamorous, it's about consistency, data analysis, testing, and optimisation. Another myth is that digital marketing success happens overnight. The most impressive results come from sustained effort and building momentum over time. At Modal, we focus on creating strategies that deliver long-term growth rather than quick wins that fizzle out. It's less exciting on day one, but much more valuable in the long run."