I use data to help brands get more from their media.
Steven Yuen — Brand & Performance Marketing Consultant based in New York City. 10+ years in B2C across tech, telecom, CPG, digital security, finance, and pharma. I've run $200MM+ campaigns, built in-house media teams from scratch, and worked with Google, Mint Mobile, Aura, Eli Lilly, Colgate-Palmolive, and more. Available for senior in-house roles in NYC.
Key Results
- 400% quarterly media investment growth (CTV / Linear)
- 177% audio channel growth year-over-year
- 33% reduction in cost per sale
- $100K+ monthly agency fee savings via in-house transition
Campaign Case Studies
Aura — Robert Downey Jr. Brand Campaign (2023–24)
Built attribution from scratch to prove brand media was worth the budget at Aura, a digital security company. Designed DMA and national holdout tests across CTV and Linear TV, partnered with third-party vendors to build mixed-media and multi-touch attribution models. Led in-house transition for CTV and YouTube buying. Quarterly media investment grew 400%+. In-housing cut agency fees and improved efficiency by 40%. Won 2023 Aura Annual All-Star Award.
Mint Mobile — Ryan Reynolds D2C Playbook (2020–23)
Built media strategy for Mint Mobile's D2C model featuring Ryan Reynolds across digital, audio, and Amazon. Scaled audio as a primary growth channel via podcast and streaming, anchored on celebrity host-reads. Scaled Amazon program across 10+ SKUs. Audio investment grew 177% YoY at flat cost per sale. Amazon daily sales doubled. Brand awareness up 15%. Saved $100K+/month via agency-to-in-house transition. T-Mobile later acquired Mint Mobile.
Google Pixel — YouTube vs. Linear TV (2016–20)
Made the business case for shifting $50MM+/quarter from Linear TV to YouTube for Google Pixel's hardware launches. Rebuilt Google Hardware's performance buying stack. Drove a 7% lift in unaided awareness during the Pixel 3 launch. Performance spend increased 66% at 33% lower cost per sale. Google published the work as a YouTube ad-product case study.
Assembly — Financial Services + Retail Footprint (2014–16)
Rebuilt media mix for a financial services client from first principles across search, paid social, and programmatic display. Achieved 40% lower CPL than the prior agency, resulting in the client doubling their budget from $6MM to $12MM within a year. Also drove up to 50% more foot traffic to new dental clinic locations across three markets using geo-fenced OOH and programmatic mobile activations.
Experience
- Digital Brand Marketing Manager — Aura (Jun 2023 – Oct 2024) · Digital Security
- Digital Media Manager — Mint Mobile / Ultra Mobile (Nov 2020 – Feb 2023) · Telecom
- Consultant — R3 / MediaSense (Sep – Nov 2020) · Consulting · Audited $250MM in Eli Lilly media spend
- Digital Media Planner → Planning Supervisor — Essence (Sep 2016 – Jun 2020) · Tech / Hardware
- Analyst → Performance Strategy Planner — Assembly (Jun 2014 – Sep 2016) · Finance / Retail
Services
- Brand & Integrated Media Strategy — CTV, linear TV, digital, audio, OOH
- Performance & Acquisition Marketing — paid search, social, programmatic, Amazon
- Media Mix Modeling & Multi-Touch Attribution
- In-House Agency Transitions — CTV, YouTube, programmatic buying
- Amazon Advertising & Retail Media
- Podcast & Audio Channel Growth
- A/B Testing & Creative Optimization
Tools & Platforms
Google Analytics, Google Ads, Tableau, Meta Ads, Amazon Ads, CTV / Linear TV, YouTube, Podcast / Audio, Mixed Media Modeling (MMM), Multi-Touch Attribution (MTA), Excel, Programmatic OOH, Direct Mail, Affiliate
Verticals
Digital Security, Telecom, Tech / Hardware, CPG, Finance, Pharma, Food
Contact: stevenyuen@hey.com | linkedin.com/in/steven-yuen | stevenyyuen.com