My work
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Audience + Industry Trend Report
Qualitative Research + Business Intelligence
In partnership with Sprout Social’s market research team, I co-led the creation of a recurring internal insights report that combined social listening and user survey data. The report surfaced key concerns and priorities within our audience, serving as a strategic resource to help internal teams align with industry trends and evolving customer needs.
The impact: Findings have influenced the direction of product prioritization and development, Sprout’s brand campaign, the direction of the 2025 Sprout Social Index that drove +6K new business opportunities, and other external customer content that influenced +$50K in pipeline. -
Product Research
Qualitative Research
To build better solutions for Sprout Social customers (social media teams), I developed and launched a qualitative user research program that leveraged both Sprout customers and Sprout’s own social team. I built the program from the ground up by designing the interview process, creating interview guides, and recruiting participants to ensure a strong, ongoing pipeline of user feedback.
I conducted user research interviews and combined those insights with social listening data to document detailed feedback and present findings directly to product teams.
The impact: This research directly shaped the product roadmap and informed key business priorities. It fostered stronger cross-team collaboration, made user insights more actionable and accessible, and was instrumental in developing solutions that addressed real customer needs. -
Trend Analysis Landing Pages
Social Intelligence
I built a social intelligence program that produced a series of dynamic landing pages that track social conversations around events using Influencer Marketing and Social Listening data.
These pages empowered social teams to strategize around cultural moments like Coachella, the Super Bowl, and other key industry trends, while also serving as high-impact marketing materials and sales and success enablement tools.
The impact: This initiative increased SOV across social by +166%. The data and insights featured also generated media attention and were included in AdAge, The Wall Street Journal, Forbes and more.
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Sprout Spotlight Awards Program
Audience-Led Marketing Program
Based on an audience insight that social professionals consistently felt undervalued, I built the Sprout Spotlight Awards from the ground up.
This awards program was run entirely on social, with nominations and winners decided on by the social media community. It recognized and celebrated the individuals and teams driving social excellence, including creator Jayde Powell, Calum Shanlin (a CBS producer who ran the Schitt’s Creek social accounts), and the social teams at McDonald’s, NBA, Peloton, Jenni’s Ice Creams, Netflix, ESSENCE, Aviation Gin and more.
The impact: This wasn’t just an awareness initiative. Sales and success teams were enabled to use this program to create impactful touch-points with key customers and prospects. The program drove 30M+ potential impressions and engaged 20+ target prospect accounts and even a nod from Eugene Levy himself.
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Unread by Sprout Social
Social Production + Creative Strategy
I created and co-produced Unread, a YouTube talk show for Sprout Social, that positioned Sprout as the go-to resource for brands looking to lead with innovative, audience-first strategies.
The impact: The series drove 47K+ video views across social channels and was a key driver in growing Sprout Social’s social awareness in 2023 by +49%YoY. It drew affinity from key prospects and customers, including Subaru.
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Democratized Insights
Business Intelligence
When I transitioned into a social intelligence role at Sprout Social, I quickly realized that valuable insights across the organization were stuck in silos. To break down those barriers and make data more accessible, I led a collaborative effort with teams across product UX, market, and competitive research to build a centralized, user-friendly insights hub that anyone at Sprout could tap into.
To amplify its reach, I partnered with Sprout’s internal comms team to launch weekly audience and industry updates in our company-wide newsletter—making it easier for every team to make more data-driven decisions.
What my teammates have said
“Olivia is an exceptional researcher and collaborator, blending insight, innovation, and intentionality to elevate every project she undertakes. her ability to distill complex data into impactful, actionable insights reflects not only her technical expertise, but also her deep understanding of how to influence and inspire through her work.
She consistently takes research a step further, uncovering opportunities that create meaningful impact and drive progress.”
— Senior Researcher
“Her insights and efforts directly influenced the prioritization of key product development projects that are critical to our company’s growth and customer experience. Olivia’s ownership of social data and audience insights makes her an essential member of our organization.”
— VP of Product Design
“It’s no exaggeration to say she has helped shape the future of social intelligence at large. Olivia not only created our social intelligence function from the ground up, but she subsequently defined what it meant for insights to drive action across a modern, fast-growing organization.
Olivia consistently advocated for blending data with intuition, elevating not just how we communicated findings, but how we operated as a team. Her influence went beyond metrics and data as she helped raise the standard for how insights are shared, understood, and acted on company-wide.
Olivia brings a rare mix of grace, curiosity, and rigor to everything she does. She absorbs feedback like a sponge and reflects it back with smarter, stronger ideas every time. Her ability to balance thoughtful research with strategic execution makes her an invaluable partner.”
—Director of Social Media