THE EDITOR

Hi, I’m Olivia!

I spend a lot of time thinking about why you

stopped scrolling.

I’m Olivia McDowell, a marketer, social media manager and content creator with experience on both sides of influencer marketing.

By day, I’m the Marketing & Operations Manager at The Cabana Club, where I manage our social media presence, develop marketing campaigns and work with influencers to build brand awareness and drive bookings.

Outside of that, I freelance social media services for local businesses and create content for my own platforms.

Basically, I work on both sides of the scroll.

FROM BRAND BRIEFS TO MY OWN FYP

Working with influencers from a brand perspective while also creating content and working with brands myself has given me a unique look at how creator marketing actually works.

I’ve seen what brands look for in creators. I’ve planned campaigns. And as a creator, I understand what it’s like to be on the other side of that partnership.

But the part that interests me most isn't just what performs.

It’s why it performs.

Why do we watch one video and scroll past another? Why does one product suddenly end up everywhere? Why can a thirty-second video influence thousands of purchasing decisions?

Those are the questions behind Olivia is Going Viral.

I Think I’ve Always

Been a Creative.

I love to curate. I love to plan. I love to post. I love to engage. But more than anything,

I love to know why.

I’ve always had this need to understand the things I’m interested in from the inside out. If something catches my attention, I don’t just want to enjoy it; I want to understand how it works, why it works and eventually become really good at it.

Looking back, I think I was always headed toward something creative.

Growing up, I watched YouTubers and pretended I was filming videos of my own. I made Pinterest boards for imaginary parties, events, weddings and brands that didn’t exist. I planned, curated and created just because I loved doing it.

Back then, I was pretending to be a creative. Now, I get to be one.

And somewhere between those imaginary Pinterest boards and real brand briefs, my curiosity shifted from “I want to make that” to “I want to know why that works.”

That curiosity is what eventually pulled me toward social media and influencer marketing… and it’s still what drives everything I create today.