Sai Lo is a Senior Paid Media Manager at CELSIUS, where he leads cross-channel media strategy with a focus on driving measurable growth in an increasingly complex, omnichannel environment. His work centers on how brands evaluate and optimize their media mix—balancing brand-building channels like out-of-home with performance-driven investments across digital, retail media, and CTV.

Sai brings a brand-side perspective to how OOH fits into modern marketing strategies, with a focus on incrementality, measurement, and its ability to amplify performance across other channels. He works closely with internal teams and partners to assess how media investments contribute to real business outcomes, leveraging approaches such as marketing mix modeling and geo-basedù testing to inform decision-making.

He is particularly interested in how evolving measurement frameworks and signal loss are reshaping the role of traditionally offline channels, and how OOH can continue to compete for budget in a performance-driven landscape.