Lead cross company Go-To-Market (GTM) strategy, planning, and execution for global products that are essential to Meta’s multiyear Metaverse strategy. Develop market intelligence, competitive analyses, and foundational insights that inform product roadmaps that impact +1B Meta users.

➤ Developed and drove cross-company alignment on our cross-company annual marketing strategy and tactical plans, shifting from product-centric to consumer-centric narratives and pivoting to a new target audience.

➤ Lead team of 15 cross functional and agency partners in the end-to-end strategy and execution of 4 global, high priority GTMs. Latest GTM drove +3x incremental product usage, and 89% positive comments on our social content during and immediately following the campaign.

➤ Manage (informally) team 3 dotted line reports. Coach group of 10 peer or junior colleagues, facilitating information sharing on career navigation, self advocacy, effective collaboration, and leadership styles.

➤ Systematize & scale org-level processes by overseeing the development of playbooks, style guidelines, training materials, and more. Create durable wikis, workflows and processes used by 1,000s of employees.

Lead Go-To-Market (GTM) planning for Avatars, Reactions, Expressions, and Machine Learning (ML) based text & stickers products. Conduct inbound research to identify product growth opportunities.

➤ Develop insights-based marketing strategies that resulted in 5 launches with viral usage. This helped the team grow weekly active users (WAU) +1,150% and drove a positive ecosystem impact across FB.

➤ Drive product reviews and XFN alignment with senior stakeholders, enabling my Product teams to ship 400 new country-specific expressions that drove a +32% increase in product usage.

➤ Collaborate with Partnerships, Comms and Social Marketing teams to bring positive Press and Social Media visibility to Avatars, Reactions and Stickers, contributing to ongoing WAU growth

Conducted inbound research, market sizing, and competitive analysis. Developed marketing campaign strategies. Analyzed quantitative KPIs, provided recommendations to senior leadership.

➤ Performed competitive landscape and size-of-prize analysis and wrote sales presentations that enabled the successful sell-in of 12 new products (estimated +$50M in ongoing annual revenue).

➤ Grew membership in brand’s consumer Loyalty program +900% in 9 months via data-driven paid marketing support & thoughtful organic content.

➤ Developed insights on a new target audience as part of the brand’s 2020 product strategy through co-facilitating consumer focus groups and positioning testing.

➤ Led senior leadership in making product supply and marketing decisions by creating bi-weekly reports on KPIs from quantitative point of sale data.

Developed and implemented go-to-market plans for new product launches. Co-created national digital, TV, and social advertising campaigns. Managed $40M marketing budget.

➤ Drove the brand strategy on 2 currently running TV spots that achieved outstanding Millward Brown results (96th percentile ad breakthrough, Top 30% ad persuasion).

➤ Led $9M go-to-market plan that allowed brand to build product pipeline in new adjacency and achieve key pillar in 2025 strategy. Pushed for new marketing plan that resulted in above average product turns and 4.5 stars on Walmart.com.

➤ Created new process for assessing product-market fit of potential new products (product ideation, concept testing, and positioning testing) that enabled 4 successful product launches.

➤ Launched 6 total new products targeted at unlocking new occasions with a new, Millennial target consumer.

Completed strategy, analytical, and creative projects that helped grow a $50M emerging brand.

➤ Performed A/B testing on 3 Facebook ads linked to Amazon.com to determine which ad copy drove the highest sales. Used these insights to develop a marketing strategy to boost product sales.