Three Lessons on Driving Outcomes: In The Know with Celsius’s Sai Lo

In the Know is a series that spotlights industry leaders sharing the ideas, strategies, and real-world insights driving meaningful impact in market. InMarket CMO Natalie Bastian sat down with Sai Lo, Senior Manager of Paid Media at Celsius, to talk media investment, retail performance, and what it actually takes to prove growth. Three ideas stood out. 

Doing more isn’t the answer. Doing what works is.

For a brand navigating the complexity of CPG marketing strategy in a crowded energy category, that clarity is a competitive advantage. Sai put it plainly: “Growth today isn’t about doing more. It’s about doing what works and proving it.” What matters today is using better signals to make smarter decisions that translate into real outcomes and stronger retail performance. Growth isn’t just about visibility; it’s about proving what’s actually working.

The right moments drive real outcomes. 

For Celsius, winning at retail starts long before the point of purchase. Sai described the brand’s focus on reaching consumers precisely at the moments that actually influence behavior—connecting media presence to real-world consumption patterns. This approach supports retail performance, keeps the brand relevant to shoppers, and reinforces Celsius’s leadership in the energy category.

The real edge isn’t a channel. It’s alignment. 

When asked about Celsius’s competitive advantage, Sai didn’t name a channel or tactic. Instead, he credited alignment. When a data-driven marketing strategy aligns media, data, and business priorities in the same direction, teams move faster, make better decisions, and ensure that marketing investment is directly supporting commercial goals. That organizational coherence, Sai argues, is what separates brands that grow sustainably from those chasing surface-level metrics.

How Outcome Intelligence brings it all together

Proving what works, reaching consumers at the right moment, and keeping teams aligned around shared goals is exactly what InMarket Outcome Intelligence is built for. By connecting media exposure to real purchase behavior — and linking every dollar to sales lift, store visits, and incremental growth — Outcome Intelligence gives brands the closed-loop measurement and real-time signals needed to turn precision marketing outcomes into measurable business results.

Connect with our team to see how InMarket Outcome Intelligence can drive measurable growth for your brand. Get in touch at InMarket.com/Contact.