Full-service creative agency Fluid Ideas has made a key strategic addition to its senior team with the appointment of Olivia Elliott as its head of performance and innovation.
Fluid has created the new P&I team to place greater focus on delivering impact for campaigns and projects undertaken for clients beyond traditional performance marketing tactics.
It is also focused on supporting continued innovation across Fluid's 55-strong team to provide clients with forward-thinking solutions to their business and brand challenges.
Olivia, formerly head of digital marketing at BiGDUG and Davpack, has extensive experience in performance marketing and fast-paced e-commerce businesses, with a strong track record of expanding customer bases through an array of digital programmes and initiatives.
Her expertise spans SEO, PPC and paid media, email marketing, conversion rate optimisation, marketing automation, affiliate marketing and marketplace management on Amazon and eBay, as well as steering acquisition strategies.
Ed Bowler, joint managing director of Fluid, said: "Olivia is a strategically important addition to the senior team as we increase our focus on performance and innovation both internally and for our growing client base.
"The fact that we are investing in a team that's dedicated to driving performance is rare for an independent regional agency, and it's been extremely well-received by our clients. We're passionate about helping to drive success for them as well as ourselves."
He added: "Whenever we recruit, we assess whether the person can be a long-term addition to Fluid who wants to build something meaningful with us, brings something different yet complementary to their 50-plus colleagues, and will be a good fit in our long-standing client relationships. Olivia ticks all of these boxes and more.
"In terms of values and character she is an ideal fit, and her depth of expertise in performance marketing will take Fluid to a new level, as we focus on delivering creative strategies and impactful results across the board."
Olivia said: "I've joined Fluid at an exciting time and I am thrilled to lead a dynamic team dedicated to pushing the boundaries and driving results in the ever-evolving digital landscape.
"I really like the ethos and culture at Fluid and being alongside like-minded people who are committed to making a positive impact through their work."
Fluid is an award-winning agency based at Darley Abbey Mills, a World Heritage Site on the outskirts of Derby. It recently added to its operations with a six-figure investment to create a drive-in studio for filming, photography, recording and events.
Its global client base is focused on four sector specialisms – care and wellness, property and developments, manufacturing and distribution and education and training.