I’m leading the launch and growth of Meta Reality Labs’ first-ever Affiliate Marketing Program—built from the ground up. While our core focus is on driving performance through traditional publishers, we’re also expanding into the creator affiliate space in parallel.

Starting from near zero, I established program goals, developed operational best practices, aligned cross-functional (XFN) teams, and built a performance-driven measurement framework.

In my first month, revenue more than tripled and units sold increased 424%—and we’re just getting started.

My focus now is on scaling the program from thousands to millions of units sold while building the infrastructure, measurement clarity, and XFN alignment needed for long-term success. I’m proud to partner with a small but world-class team to make it happen.

While operating in this capacity I have used my strategic, innovative, and

growth-focused leadership to direct a collective of Lifecycle Marketing

leaders and their respective teams across four critical vertices, which

included VR, Avatars, Studios, and Horizons. I focus on delivering on key

metrics, enhancing user experience, and unifying messaging strategy across

all channels while artfully prioritizing and driving various initiatives. I

clearly define and construct full-funnel lifecycle programs across the four

vertices in close partnership with the team of Lifecycle Marketing leaders.

Selected Achievements:

• Accelerated rapid growth while leading key initiatives.

• Maximized resource utilization and leveraged opportunities to expand team

capabilities which facilitated the achievement of established objectives.

During my time in this role I drove a truly omni-channel lifecycle marketing

approach and I focused on deepening synergies between Web, Growth, and CRM

marketing. I developed and established shared support structures that

optimized the user experience. After realizing the statistically significant

gains coming from lower funnel conversion and growth in retention I led

efforts to incorporate the Facebook Family of Apps (Facebook, Messenger,

Instagram) and Web into an omni-channel user journey. I identified and

implemented solutions to improve the alignment between channel strategies

and I designated and defined objectives to expand platform capabilities. I

accelerated experimentation to optimize outcomes through machine learning, I

partnered closely with XFN orgs, and I fostered strong and effective

collaborative relationships with XFN stakeholders.

Selected Accomplishments:

• Championed significant business impact while spearheading vision,

strategy, and execution of a new, improved, multi-channel lifecycle program.

• Elevated open rates by 91%, conversion rates by 121%, and click-through

rates by 36% through best-in-class CRM operations that delivered 124

consecutive emails with zero errors.

• Slashed bounce rates by 21%, increased statistical significance for both

time-on-page and scroll depth, and improved site-wide conversion rates

through web optimization and machine learning experimentation.

• Led teams in dramatically boosting site traffic by 284% through growth

initiatives and expanding conversion rates by 26% through continued machine

learning experimentation.

Throughout my tenure in this positions I led the all-encompassing

development and implementation of two CRM programs from the ground up. I

oversaw and controlled all aspects of constructing Business Requirement

Documents (BRDs) to tool Requests for Proposals (RFPs), configuring tools in

partnership with Customer Engagement (CE), selecting vendors for operational

support and creative development, hiring marketing managers to execute

strategies, and establishing Standard Operating Procedures (SOPs) and best

practices for marketing. I guided and supervised two teams throughout daily

operations while I focused on continuously exploring areas for improvement

and identifying opportunities to address any uncovered gaps or service

needs.

Selected Accomplishments:

• Held full accountability for furthering growth and market leadership for

Portal and Oculus products through email and life-cycle marketing programs.

• Prioritized the development of an Oculus CRM program in conjunction with

FRL leadership after uncovering a key gap in the Oculus org.

• Expanded user retention by 26% by designing innovative user journeys for

Oculus.

• Achieved the highest conversion rates across all channels through the

construction of targeted, data-driven programs for both Portal and Oculus.

• Averaged an 82% open rate for the post purchase user life cycle program.

• Hand-selected to lead a critical realignment initiative to calibrate

organizational web property with the new lifecycle approach developed in

CRM.

While acting in this role I directed a highly-qualified cross-functional

team throughout all aspects of daily operations. I headed the strategic

development and execution of marketing plans for all existing and new

products. I was responsible for developing a comprehensive CRM go-to-market

strategy which leveraged Email, SMS, Push, In-App Messaging, and Social

marketing initiatives.

Selected Accomplishments:

• Attained objectives for new and existing product launches by synthesizing

collaborative efforts between Engineering and Product teams to create

highly-effective CRM experiences for the user.

• Facilitated exponential growth by launching new marketing channels for

SMS, Web Notifications, and In-App messaging.

• Strengthened ROI and elevated performance by identifying deficiencies

within the MARTECH stack, securing buy-in from executives and peers, and

driving the RFP process to improve CRM Mantra outcomes.