Marketing Moments
Defining how Meta shows up in the Metaverse
As avatars became foundational to Meta’s platform, they also became foundational to how Meta presents itself publicly.
Over the past several years, I led the creative strategy for how Meta shows up across first-party surfaces, strategic launches, and industry moments — ensuring that every visual was:
High craft
True to product
Aspirational in tone
Performant in reality
My systems knowledge was helpful for ensuring that the visuals seen in marketing moments represented our product vision at the highest quality possible.
What I Did
Owned creative approval for all avatar content at Meta Connect, Meta’s annual “state of the union”
Defined creative strategy for major platform moments, including:
The new unified Avatar platform launch
Aspirational Avatar refresh
Non-Human Avatars
GenAI Character Creation
AI NPC launch
Ensured marketing moments were aspirational while remaining faithful to product capability
Elevated craft across keynote visuals, key art, demos, experiential installations, and in-product moments
Created pragmatic quality rubrics
Drove creation of detailed guidelines to enable vendors and creators to deliver high craft visuals
Hands-on directed from script to storyboard to cinematic
Sometimes provided operational guidance to deliver on challenging projects
Product Marketing Moments
Marketing moments evolve rapidly, and require a close finger on the pulse of the product, tools, and the zeitgeist, to deliver. For instance; recently, Meta had a Kpop themed tentpole moment across VR and mobile including immersive concerts, worlds, reward items and skins
The timeline could not have been achieved using our normal workflow.
I moved the team to adopt AI into our workflows so we could deliver. Being able to use AI to quickly prototype how the various elements came together helped us get quick cross functional alignment and keep up the momentum
I had previously set up an intensive monthly user research cadence, driving alignment with our research leadership. Our team knew that Kpop culture was loved globally. We created kpop aligned templates to encourage our creators to embrace the them. When the marketing moment shipped, we were not only able to provide high quality first party content, but also a selection of kpop creator goods.
In- Product Promo
We had a Core Loop with quests that led users to various creator worlds, and these quests were rewarded with first party content - skins, clothing etc. We created the in-product promo material for these events, every month.
