Meta's Small Business Group connects millions of SMBs worldwide with their customers through personalized advertising across Facebook, Instagram, WhatsApp, and Messenger. As VP, I lead the global strategy and operations of Meta's outsourced small business channel — a multi-billion dollar business serving advertisers at scale through thousands of Meta Pros across call centers worldwide.

* Strategy & Model Evolution: Defined and drove a multi-year transformation of the small business go-to-market model — evolving from transactional ads support to a high-touch, solutions-oriented selling approach. Authored the strategic vision, set the long-range roadmap, and led organizational change across hiring profiles, training and enablement, incentive design, tech stack, and vendor contracts.

* Global Operations & Scale: Consolidated operations across four regions into a unified global outsourced model, establishing joint business strategies, governance rhythms, and a cohesive operating culture across a geographically distributed workforce. Accountable for vendor partnerships, quality assurance, and customer experience at scale.

* Multi-Function Leadership: Built net-new capabilities in support of SMB GTM — standing up functions spanning product marketing, data science, and demand management. Created closed-loop systems connecting voice-of-customer, CSAT, and QA insights directly to product roadmaps and business strategy.

* Revenue & P&L Ownership: Own quarterly and annual revenue, incremental revenue, and cost-of-revenue targets — delivering consistent lift on engaged revenue through disciplined GTM strategy, workforce planning, and cost control, including through periods of macroeconomic headwind.

Manage site team overseeing multiple Meta Austin office locations. Scope includes facility management, local employee resource groups, site programming and community engagement.

Led the strategic evolution of Facebook's North American mid-market business during a period of hyper-growth — overseeing a multi-billion dollar advertiser portfolio while simultaneously redesigning the operating model and scaling the organization by 400%.

* Strategy & Model Evolution: Architected Facebook's mid-market inside sales model from the ground up, driving a multi-year transformation that encompassed organizational design, service delivery standards, incentive structures, and productivity frameworks. Vertically restructured the business, expanded to new markets to broaden talent pipelines, and continuously recalibrated the model to sustain growth without sacrificing performance.

* Global Operations & Scale: Partnered with regional leaders across EMEA, APAC, and LATAM to establish a globally consistent inside sales model — standardizing sales principles, service levels, and goaling frameworks across regions. Stood up a global steering committee to govern ongoing business, process, and model alignment.

* Multi-Function Leadership: Defined scope across eight levels of IC and management roles, revamping job descriptions, performance evaluation frameworks, and professional development paths. Scaled cross-functional teams in lockstep with business growth and built out new organizational layers as complexity demanded.

* Revenue & P&L Ownership: Consistently surpassed aggressive revenue targets throughout the scale-up by combining innovative growth strategies with disciplined operational management and frequent, data-informed adjustments to organizational design.

Consulting as Executive Director of Integration for Media Arts Lab, Apple’s dedicated ad agency, I was dually focused on organizational transformation at the agency, and working with MAL and Apple teams to design integrated and cross-functional campaigns for iPhone, iPad, AppleTV and other Apple products.