Right Side Up Talent Spotlight: Olivia Bibb

The Right Side Up Talent Spotlight series profiles some of our full-time employees and growth marketing consultants. We chat with the experts in our network to learn about their incredible professional experiences, expert marketing insights, and how they’re balancing work and life.

Olivia Bibb | Growth Strategist, Right Side Up

Olivia Bibb joined Right Side Up in 2021 as a growth strategist on the project strategy team. She supports clients by delving into their marketing strategies, identifying gaps, and facilitating connections between our vast pool of talent and specialized internal business units to address those needs and drive tangible results. Every recommendation is thoughtfully curated to meet the unique needs of each client. 

Where is home these days?

I live in Santa Barbara, CA. It took a while to wrap my head around the fact that this place is now home (I moved here in 2022). We are a 10-minute drive to the ocean and a 10-minute drive to the mountains. The food scene is great, traffic is non-existent, and the tight-knit community is a refreshing change for someone who has only lived in big cities. 

This is my first time having a proper office space at home. I worked from my dining room table for two years, so having a dedicated home office is a game-changer. I usually have at least one, but sometimes as many as three dogs at my feet.

Tell us about your professional background and area(s) of expertise. Any achievements you’re proud of or notable brands you’ve worked with?

I began my career at a venture-backed ecommerce startup in the Bay Area. As the 5th employee (pre-launch), those early days were the epitome of startup culture—with lab experiments underway in one corner and GTM roadmaps taking shape in another. It was an exciting time to have a seat at the table and an authentic voice in shaping the company’s trajectory. 

Wearing multiple hats became second nature, from defining our messaging and laying the groundwork for our paid media efforts to establishing key retail partnerships, launching and scaling our presence on Amazon, and organizing events to cultivate a loyal community of brand enthusiasts. With several successful funding rounds and an expanding team, I decided to embark on my next venture. Since joining RSU, I’ve had the privilege of working with countless brands across diverse industries and stages, but I will always have a soft spot for startup energy!

What excites you about growth marketing? How do you see any/all of these evolving in the future?

As a deeply creative person, the boundless potential for experimentation and out-of-the-box thinking is what excites me most. The dynamic and ever-changing nature of the industry demands constant adaptation and fresh perspectives to remain at the forefront. Witnessing the ongoing evolution of the relationship between brands and consumers is fascinating.  

In today’s landscape, with the younger generation driving a heightened emphasis on authenticity and transparency, brands need to be nimble and creative in their approach. Thoughtful storytelling and immersive brand experiences have transitioned from optional luxuries to essential elements of success. Consumers actively seek genuine connections with the brands they support, and those who authentically prioritize this in their messaging will undoubtedly continue to stand out amidst an increasingly competitive landscape. 

I anticipate the rise in endorsement-based marketing, driven by consumers' growing preference for recommendations and social validation over traditional forms of advertising. Embracing emerging channels (like TikTok Shop, for example) early on will present a unique opportunity for brands to gain a competitive edge. These platforms have evolved into influential hubs where relatable endorsements from familiar faces heavily sway consumer behavior and purchasing decisions. By embracing referral-based channels, brands can break down barriers to entry.

AI presents an unparalleled opportunity for brands to deepen their understanding of their audience. With its expansive capabilities, brands will be able to anticipate consumer needs better and deliver highly personalized, more relevant experiences in ways we haven't seen before. 

What has the structure/flexibility of Right Side Up’s model allowed you to do outside of work?

First and foremost, it’s provided me the freedom to live where I do. Santa Barbara is a small town, so remote work is almost a necessity here. It’s also allowed me more time to participate in hobbies that bring me joy, like horseback riding and photography. 

And now, let’s get to the fun stuff…

What did you want to be when you grew up?

Older (seriously, though).

What is your favorite quote?

”No man ever steps in the same river twice, for it’s not the same river, and he’s not the same man.” - Heraclitus

What’s your favorite place you’ve traveled to? Why?

So many! I’ll go with San Miguel De Allende, MX, to highlight a lesser-known destination. It’s an incredibly charming small town in central Mexico. The architecture, cobblestone streets, colorful homes, eclectic boutiques, vibrant art scene, excellent food, and warm weather make it pretty unforgettable. Releasing hundreds of baby sea turtles in Cabo was also a pretty amazing experience.

What was your first concert?

Coldplay. I know, I know.

What’s a fun fact about yourself that people wouldn’t expect?

In my earlier years, I photographed up-and-coming musicians in the Bay Area. My work was later published in Rolling Stone and a Netflix documentary.

Want to talk to Olivia about finding A+ talent to meet your growth marketing needs? Get in touch at growth@rightsideup.co. Or maybe you’re interested in joining the Right Side Up team? We’d love to chat—reach out to talent@rightsideup.co.