Christi Olson is the Head of Search, within the Global Media team at Microsoft leading all paid search efforts for the company. She has over a decade of experience in digital marketing leading both in-house and agency teams across the retail, travel, automotive and consumer electronics industries. Olson serves on the Advisory Boards for the Paid Search Association, the Internet Marketing Association, and the University of Idaho School of Business. Olson has been recognized as one of the top 25 most Influential Paid Search experts annually since 2014 by PPCHero and additionally is a recognized global speaker on Digital Marketing Strategy, Search, and Cognitive AI. She is a published author in the Applied Marketing Analytics Journal and regularly contributes to Forbes, AdAge, Marketing Profs, Search Engine Land and Search Engine Journal.