Olivia Norfleet · Integrated Marketing Leader

About

I translate complex brand messaging into digital experiences with verifiable revenue impact.

I'm a full-funnel integrated marketing leader with a Rice MBA and 15 years scaling consumer growth through brand strategy, content, demand generation, product marketing, sales enablement, and experiential events. I set the positioning, then build the systems that carry it, turning complex offerings into clear, differentiated messaging that strengthens both marketing and sales.

Brand work runs through all of it. I've served as creative architect on a corporate rebrand deployed across a 200-location nationwide network, defined product-line positioning for a premium membership, and built the brand systems that keep a message intact wherever it shows up: voice, identity direction, governance.

What I specialize in is the economics that determine whether a marketing function works: the measurement, attribution, and experimentation systems that show leadership where the next dollar should go. I've run multi-million-dollar budgets against CAC, payback, LTV, and cohort economics rather than raw lead volume.

Rice MBA, Corporate Strategy & Entrepreneurship Google Ads & Analytics, certified

Capabilities

I build the experimentation and attribution systems that turn brand positioning into conversions.

Equally comfortable setting strategy and executing hands-on, with the measurement discipline to prove it worked. Most marketers own one band of the funnel; I've been accountable for all four.

Select a stage to see the work.

What I own at this stage

Brand strategy, positioning and messaging architecture: the narrative everything downstream inherits
Paid media across search, social, display, programmatic, connected TV, out-of-home and paid audio
Local SEO, AEO and generative-engine optimization across multi-location networks
Content engines and influencer programs built for compounding reach, not one-off spikes
Trade shows and experiential activations scoped to generate qualified leads, not booth traffic

Where it showed upGrew organic social reach 34% and local search visibility 22% across a 200-location network at Any Lab Test Now. Launched four new markets at Sollis Health on a localized channel mix. Built the full go-to-market and market-entry case for Pricer's US launch.

What I own at this stage

Audience segmentation, lookalike modeling and retargeting pools built before launch rather than after
Service-line and product positioning for offerings the market hasn't heard of yet
Sales enablement: decks, one-pagers, white papers, digital toolkits, investor materials
Lifecycle nurture that keeps a long consideration window warm instead of letting it decay
Comparative and educational content for categories where the buyer is deciding whether to act at all

Where it showed upBeat quarterly acquisition targets by 23% at Sollis Health by concentrating spend on the highest-intent, highest-value segments instead of the cheapest clicks. Built the sales enablement library and investor deck that let the Wellness Institute present 18 service lines as one coherent offer.

What I own at this stage

CRO and funnel optimization, testing the step where qualified demand actually leaks
Landing pages, conversion pages and checkout flows, front-end shipped in-house
Multi-touch attribution and experimentation that redirect budget before it's wasted
Lead routing, qualification criteria and the handoff into sales
The commercial infrastructure behind the close: CRM structure, comp design, sales hiring profiles

Where it showed upLifted conversion 13% and cut form abandonment 17% at Sollis Health by rebuilding the request flow around where qualified traffic was dropping. Attribution work redirected spend and cut CAC 14% while marketing ROI rose 26%. Rebuilt a multi-thousand-item checkout at Stage Stores.

What I own at this stage

Onboarding and lifecycle journeys that make the second purchase as deliberate as the first
Reactivation, reorder and referral programs
Partnership and affiliate streams that bring in demand I'm not paying per click for
Catalog, merchandise and repeat-purchase programs
Retention reporting that treats LTV and payback as the number, not a footnote under CAC

Where it showed upLifted member retention and repeat order volume at Sollis Health through lifecycle and referral work, and opened Tier-1 referral partnerships with Bank of America and Erewhon. Designed and launched DFree's merchandise collection as a retention and brand-affinity channel.

Specialized disciplines

Brand Strategy & Positioning

Brand architecture, identity direction, and product-line positioning that translate complex offerings into clear market narratives.

Paid Media & Demand Gen

Search, social, display, and programmatic managed to CAC, ROAS, LTV, and payback, not raw volume.

Conversion & CRO

Landing pages, checkout, and funnel optimization that turn traffic into qualified pipeline.

Go-to-Market Strategy

Launch sequencing and localized channel mix for new products and new markets, plus the P&L and cost models behind the decision to enter one at all.

Content Strategy & Governance

Brand-voice frameworks, editorial systems, and review workflows that hold up across a network.

Sales Enablement & Ops

Decks, brochures, one-pagers, white papers, and digital toolkits that equip a sales team to win, and the lead-tracking structure in the CRM system.

Lifecycle & Retention

Onboarding, nurture, reactivation, and referral journeys that protect revenue after the first sale.

Analytics & Attribution

Multi-touch models, dashboards, and lead routing built so leadership can see where the next dollar should go.

Regulated-Health Compliance

For health-regulated brands, FDA and MLR reviews and approvals built into how every asset ships.

Event & Experiential

Trade-show strategy, booth concept, and on-site activation built to generate qualified leads.

Front-End Build

HTML, CSS, and JavaScript: landing pages and tracking implementations shipped without a vendor in the loop.

Applied AI & GEO

Generative AI in production workflows, and optimization for how AI assistants surface a brand.

Platforms & certifications: Google Ads and Google Analytics certified · Salesforce Marketing Cloud · HubSpot · GA4 and GTM · Meta and programmatic buying · connected TV, out-of-home and paid audio.

Portfolio

Brand, demand, and the systems behind them

Programs I've owned end to end: positioning and brand systems, paid media and CRO, content governance and enablement, and the measurement that showed what each dollar did.

Clients & employers Sollis Health · Any Lab Test Now · Stage Stores · DFree Foundation · Wellness Institute of Neurodevelopment · Pricer Premium Logistics

Paid Media & Multi-Market GTM

Sollis Health

Growth Marketing Manager · 2022–2025

Sector Concierge medicine, membership model Budget $2M annual Compliance FDA & MLR review Span Paid media, CRO, lifecycle, GTM

The problem

A premium membership is a high-consideration purchase with a long, multi-touch path, which makes it easy to overspend on reach and hard to optimize without knowing which touch actually sourced the member. From a Series A investment, four new markets were set to open over the next three years, each with multiple locations, and each needed its own demand curve, CAC target, and payback math built from scratch.

What I did

Ran a $2M budget across paid search, social, display and programmatic, built on audience segmentation, lookalike modeling and retargeting, with multivariate testing deciding what scaled. Weight went to the highest-intent, highest-value segments of the membership base rather than to the cheapest reach.
Built the multi-touch attribution model, then the structured experimentation framework on top of it, and moved budget toward the channels producing qualified converting pipeline rather than the ones last-click flattered. CAC fell 14%, marketing ROI rose 26%, and quarterly acquisition targets were beaten by 23%.
Owned the handoff, not just the top of the funnel: set the lead-routing rules in Salesforce Marketing Cloud that moved high-intent leads to sales faster, partnered with product and data on journey mapping and funnel instrumentation, and worked with inbound sales on intake scripting and lead-to-conversion tracking.
Defined positioning and messaging for the membership product lines: the narrative that paid media, the website and the sales team all worked from.
Owned the web and CRO roadmap through a full digital rebrand and checkout rebuild: conversion up 13%, form abandonment down 17%, organic traffic up 22% and domain authority up 15% ahead of the shift toward AI search.
Diversified acquisition beyond auction media: aggregator leads feeding premium direct-mail packages, affiliate and partner programs, and Tier-1 co-branded referral streams with Bank of America and Erewhon. Designed the onboarding and lifecycle journeys that lifted member retention and repeat order volume after the sale.

GTM launches Los AngelesNew York MiamiSan Francisco

−14%

Customer acquisition cost

+26%

Marketing ROI

+23%

Over quarterly acquisition targets

+13%

Conversion rate

−17%

Form abandonment

+11%

Average order value

Brand System & Content Governance

Any Lab Test Now

Digital Content Manager, corporate · 2019–2022

Sector National diagnostics franchise Scale 200+ locations Compliance FDA & MLR review Span Brand, content, local SEO, media

The problem

A franchise network markets in 200-plus local territories at once. Each owner needs visibility where they actually operate, the brand has to stay consistent and clinically compliant everywhere, and one national campaign serves neither need.

What I did

Built acquisition on demographic-specific lead segmentation, hyper-localized campaigns per territory instead of one national push aimed outward, which is what carried average ROI to 42%.
Engineered a standardized technical audit and programmatic local SEO system deployed across every franchise territory, lifting localized search visibility 22% across 200-plus locations.
Built a micro- and macro-influencer engine mapped to specific patient segments, plus a partnership model built on collaborations like the Gulf Coast Regional Blood Center, which generated qualified referrals at zero media cost.
Authored the 135-page National Digital Marketing Playbook the network ran on, and served as lead creative architect on the corporate rebrand.
Expanded the media mix beyond search and social into connected and streaming TV, out-of-home, and paid audio.

+42%

Average return on investment

+38%

Cross-platform engagement

+22%

Local search visibility

+34%

Organic social reach

200+

Locations standardized

135pg

National playbook authored

Any Lab Test Now screens: the general health category page, the three-step booking path on the homepage, and the SEO article hub. — Front-end work and SEO management on the national site, including the three-step booking path and the article program written to capture high-intent search.

A grid of Any Lab Test Now franchisee marketing assets: seasonal social posts, a women's health infographic, and in-store campaign materials. — The franchisee content system 200-plus locations ran from: social, Google Business Profile, infographics, blogs, and in-store materials. Governed by the national playbook and cleared through FDA and MLR review.

Brand Strategy & Fractional Leadership

OnPoint Strategy Group

Consultant / Fractional Growth Lead · 2025–present

The problem

Companies in regulated categories often need a full marketing function before they can justify hiring one. Frequently there is nothing to build on: no positioning, no measurement, no system. So the work starts by deciding what the function should even be, then standing it up.

What I did

Set brand strategy and positioning: market narrative, identity direction, and the campaign and product systems that carry it into the world.
Build test-and-learn frameworks for high-ticket offers, calibrating channel mix and cost per lead to each program's deal value and buying cycle rather than raw lead volume.
Create multi-client sales enablement, from decks and one-pagers to white papers and 1:1 campaigns, plus the investor materials a founder raises capital on, alongside the digital touchpoints that carry a buyer from ad to onboarding.
Implement AI workflows that integrate the systems behind the work, cutting production turnaround and the manual handoffs between them.
Run paid media across client accounts, and lead trade-show and experiential activations that generate qualified leads at low media cost.

Sectors

Healthcare · Wellness · Legal services · Financial wellness · Insurance

Offer range

$10K–$100K high-consideration programs

Channels owned

Paid search & social · YouTube & Google Ads video · Direct mail · Generative-engine optimization · Affiliate, partner & referral

DFree Foundation

Sector Financial wellness nonprofitSpan Brand strategy framework, merchandise collection

A financial-freedom movement two decades into its work, with its own vocabulary and no marketing framework beneath it to turn that language into campaigns, products and reach.

DFree crewneck front and back: a circular badge reading Freedom from debt, delinquencies, deficits on the front and Freedom to deposits, dividends, deeds on the back.

DFree tee front and back: XXI Years In on the front, Break the cycle, build the legacy on the back.

Olive DFree tees front and back carrying first-person affirmations about defiant hope, courage and resilience.

Olive DFree tee reading I have the nerve to build wealth when the system says don't.

Black DFree tee reading Break the cycle. Build the legacy.

Olive DFree crewneck with the df monogram embroidered at the chest.

DFree tumbler reading Fuel financial freedom.

White DFree tumbler reading Pour into your future.

DFree candle labelled Smells like financial freedom.

A merchandise line drawn from the movement's own language, freedom from debt and freedom to build, developed alongside the marketing strategy framework it sits inside. Apparel, drinkware and home goods carrying one voice across price points.

Southwest Alternate Media Project

Sector Independent film nonprofitSpan Website redesign (in progress), social media management, conference and festival campaign design

A festival, a conference and a year-round education calendar, each marketed as a separate one-off, with no shared visual system to carry across them.

Flyer for the 4th Annual Houston Media Conference, September 17 to 20 2026 at the Hilton DoubleTree Greenway Plaza, tagged Breaking Silos. Building Stories.

Houston Media Conference 2026 flyer in orange with the year set large and the September dates beneath it.

Houston Media Conference social graphic announcing the HMC 2026 keynote speakers.

Houston Cinema Arts Festival graphic announcing the October 1 to 11 2026 dates over a distorted video-signal background.

Short Film Screenwriting Workshop graphic reading Bring an idea. Leave with a script.

Wide banner for the Fundraising for Your Indie Film workshop with instructor Jenny Waldo.

Social graphic reading Fundraising for your indie film, build a funding strategy that fits your project.

Houston Cinema Arts Festival workshop graphic for an archival film screening and splicing session.

Houston Cinema Arts Festival graphic for a masterclass with Patrick Wang on composing a world.

Event graphic reading Transform remote production workflows, with a software interface collage.

Campaign graphics produced on an ongoing content calendar across the Houston Media Conference, Houston Cinema Arts Festival, filmmaker education and partner events. One visual system flexing from conference branding to archival film to production software.

Outping

Sector Health & wellnessSpan AI workflow implementation, content systems, paid media

A wellness brand needing more paid-media creative than conventional production could supply at the pace and cost the channel demands, with the systems behind that work disconnected and every handoff between them manual.

The integration, not the content. Before, each hop was a file someone moved by hand and the platforms optimized against whatever filled in a form. Posting leads through a single ingest, qualifying and routing them on the way into the CRM, and sending real sales outcomes back out through the conversions APIs closes the loop, so bidding is trained on revenue rather than volume, and lead source stays attributable end to end.

Frame from a short-form vertical video about walk-in lab testing.

Frame from a short-form vertical video about what a wearable cannot tell you.

Frame from a short-form vertical video about seasonal wellness plans.

Frame from a short-form vertical video on nutrient delivery, shot in a wellness clinic.

Frame from a short-form vertical video on recovery for active lifestyles, filmed in a treatment lounge.

Frame from a short-form vertical video opening on a question about recovery routines.

Frame from a short-form vertical video on a zero-gravity lounge treatment setting.

Frames from short-form vertical video produced for demand generation on Meta and Google Ads: script, presenter, captions and edit, with AI-generated presenters so a real content calendar is affordable rather than one shoot a quarter. Alongside the content: the AI workflows that integrate the systems behind it, and paid media management across the accounts.

Healthtech · Full Marketing Function

Wellness Institute of Neurodevelopment

Fractional marketing lead · neurodevelopmental care · 2025–2026

Sector Concierge neurodevelopmental medicine Scale Eight clinical service lines, two territories Span Product marketing, brand, enablement, search, measurement

The problem

A neurodevelopment practice running a proprietary drug-free protocol across two territories, with no marketing function in place: no plan, no positioning, no measurement, and nothing a referring provider or an investor could be handed.

What I did

Produced a fully integrated multi-channel strategy across local search, paid social, and B2B referral, with KPIs tied to revenue and expansion targets, plus competitive and pricing analysis behind a new service line launch.
Defined the transformation statement anchoring the value proposition, then positioned The Franceschi Method®, the practice's proprietary drug-free protocol, and the eight clinical service lines beneath it, from QEEG brain mapping to regenerative and infusion therapy.
Built the investor deck outlining the business model, market opportunity, and unit economics for a Series A investment, plus the presentation behind a national payer partnership pitch.
Produced every patient-facing asset in English and Spanish, from brochures and service explainers to patient guides and 76-plus content pieces, as one bilingual system rather than a translation pass.
Rebuilt discoverability around that positioning: site metadata, service listings in local search, and content structured for answer and generative engines as well as classic search.
Set up the CRM, analytics, event and call tracking that make lead source and cost per booked patient attributable, and onboarded two strategists for the Puerto Rico location.

Engagement

Fractional marketing lead, building the function end to end

Markets

Houston, Texas and Guaynabo, Puerto Rico

Languages

English and Spanish, produced in parallel

Workstreams

Product marketing · Brand strategy · Investor & payer materials · Marketing plan · Sales enablement · Content & social · Events & community · Search, AI discoverability & measurement · Team & expansion

Sales enablement built

Investor and payer decks · Referral one-sheet · 10 bilingual brochures · 8 service explainers · Lead nurture journeys · 1:1 email campaigns · Targeted landing pages · Sales guides · Trade-show and conference materials · 18 services positioned in search · 76+ content pieces

WIN patient brochure, English, showing conditions treated, mission, and integrative and therapeutic treatment sections.

The same WIN patient brochure in Spanish, with condiciones tratadas and nuestra misión.

Referral one-sheet and patient-education content

WIN overview one-sheet cover, used with referring providers and partners.

Inside of the WIN overview one-sheet, showing approach, populations served, treatment technologies and family support.

Social post explaining how primitive reflexes impact development.

Social post listing signs of active primitive reflexes for parents to recognize.

Social post on the science of the metabolic glitch and why behavior starts in the gut.

Social post on nutritional lab tests and why normal labs don't mean optimal health.

Delivered in the first seven months. Every patient-facing asset ships in English and Spanish, built once as one system, in a practice whose families often make the decision in Spanish. The social work does the harder job: turning primitive reflexes, metabolic intolerance and lab interpretation into something a worried parent will stop scrolling for.

Market Entry & Commercial Strategy

Pricer Premium Logistics

Market entry strategy · international freight forwarding · three-month engagement, 2023

Sector International freight forwarding Buyer B2B in freight, trade and logistics Span Market entry, commercial strategy, demand generation

The problem

A Chilean freight forwarder with no US presence, deciding whether Miami was worth entering at all. Freight is a relationship purchase with long cycles, so the wrong market choice costs far more than the campaign that follows it. Entering also meant standing up a commercial operation from zero: no model to test the decision, no team on the ground, no pipeline.

What I did

Built a three-year proforma P&L and an input-ready cost model taking location-specific inputs for implementation, training and licensing, and cost of living, so a market could be tested on paper before capital was committed to it.
Built the commercial engine behind the plan: a hiring profile for a South Florida sales lead carrying an existing book, compensation designed to attract and hold them (higher base, guaranteed first-year commission, aggressive upside, equity gates) and a promotion path turning the first hire into a team. Then specified the operating system underneath it: a CRM carrying projected volumes per lead, consultative sales training, and weekly leadership reporting.
Set the expansion thesis: enter where trade relationships already exist, and gate each market on a sales target inside six to eight months rather than letting an underperforming market run on indefinitely.
Rebuilt the operations manual into a replicable SOP: service expectations, customer-service standards and sales goals a new location can be launched and measured against.
Designed the B2B demand strategy for a considered, relationship-led purchase: SEO and metadata rebuild with an ongoing content program, Google paid search, and LinkedIn video and carousel.

Engagement

Market entry, commercial and go-to-market strategy

Route

Chile into Miami, United States

Deliverables

Three-year proforma P&L · Input-ready cost model · Operations manual · Sales strategy & compensation model · Marketing strategy

Pricer Premium Logistics screens: a quote request above the fold, a company proof section, and a services page splitting air, maritime, ground, and logistics offerings. — The positioning in practice: one action above the fold, request a quote, with the service lines and proof points sequenced beneath it. The SEO and metadata rebuild sits behind these pages.

E-commerce & CRO Foundation

Stage Stores

Website Merchandiser · 2017–2019

Sector National retail, stores and e-commerce Banners Stage · Palais Royal · Gordmans Scale Multi-category catalog Span Merchandising, CRO, SEO

The problem

A department-store group selling through physical locations under several banners and one e-commerce catalog large enough that finding something was harder than buying it. Shoppers who knew what they wanted converted; shoppers browsing by occasion or style had no way in.

What I did

Directed a drop-ship multi-category expansion and designed the CRO-based categorization system that made the catalog navigable, connecting web behavioral profiles to merchandising and sales data to find where shoppers were abandoning. The oldest work here, and where the conversion thinking started.

+112%Online product offerings +22%Site traffic +13%Organic visibility

Stage Stores category pages for home decor, farmhouse, and tropical, each with faceted filters and a merchandised banner. — Themed category architecture and faceted navigation, the system that let a catalog of this size be browsed by intent rather than scrolled.

Operating principles

Four positions I bring to every budget conversation

Spend follows evidence, not history

Budget moves on what attribution shows, not on what worked last year or who argues hardest for it. That means building the measurement before defending the plan.

Conversion pays before more spend does

A point of conversion rate is almost always cheaper to buy than the equivalent lift in media. I look at the funnel before I look at the budget.

A lead sales can't close isn't a lead

Targets get set on closed revenue and payback, not on form fills, which means owning the routing and the handoff, not just the top of the funnel.

No history isn't a reason to skip targets

The first campaign benchmarks against comparable programs. From the second, we benchmark against ourselves, which is when forecasting starts to predict rather than guess.