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steve olson
Director-level paid media and growth marketing leader in healthcare and political advertising
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About
Performance marketing leader with experience managing a national paid media program at MyEyeDr. averaging $2.2M/month across digital and offline channels for 950+ locations. Stands out for combining rigorous incrementality testing, media mix modeling, and creative experimentation to drive 81% booking growth over two years while lowering CAC by 26%.
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Key Strengths
- Owned high-spend paid media budgets averaging $2.2M/month across channels
- Drove annual bookings up 81% over two years at MyEyeDr.
- Reduced CAC by 26% while scaling national acquisition
- Built full-funnel acquisition strategy across Google, Meta, TikTok, and offline channels
- Strong incrementality mindset using media mix modeling and test-and-control frameworks
- Improved performance by shifting spend into more incremental channels like non-brand search and Performance Max
- Scaled creative testing and creative volume on Meta to improve efficiency
- Diagnosed paid social saturation and restored growth with brand awareness layering
- Validated 30% brand awareness allocation as most efficient, delivering 5% lower CAC and better scale
- Expanded monthly reach from roughly 8M to 14M prospective patients
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