Olivia (Melikhov) Lutz is an award-winning marketer with nearly two decades of experience leveraging social media, digital marketing, events, PR, advertising, and celebrity partnerships to elevate reputation, market share, fundraising, and sales for brands and nonprofits of all sizes.

Most recently, Olivia was the Senior Director of Social Media and Celebrity/Influencer Strategy for the ASPCA, one of the nation’s largest and most respected nonprofits. At the ASPCA, Olivia significantly grew the brand’s online visibility and reputation while changing public norms about critical animal welfare issues using various marketing communications strategies. She led many successful social media and integrated marketing initiatives, including the ASPCA’s 150th anniversary celebration in partnership with Tito’s Vodka and Vans sneakers, a national kitten foster campaign called #MeowForNow that elevated animal fostering nationwide, an anti-dogfighting initiative championed by Sir Patrick Stewart and Justin Theroux, and much more.

Prior to the ASPCA, Olivia was the Social and Digital Media Strategist at Hunter PR, a large New York agency focused on food, wine, and spirits, where she started and built the social media department from the ground up. She trained the agency staff on the budding social media industry while successfully winning business with Fortune 500 companies like Diageo and E&J Gallo. 

After living in NYC and the San Francisco Bay Area, Olivia and her family have settled in the beautiful wine region of Santa Barbara County. Olivia is deeply passionate about the wine industry, helping nonprofits grow and achieve missions, as well as holistic health and wellness.