meta verified

PROJECT GOAL

Build and launch a paid subscription with a suite of premium benefits: the verified badge, account support, impersonation protection and more.

WHAT I DID

Worked closely with Product Designers, Product Managers, Engineers, Data Scientists and Researchers to strategize.

Then wrote all the content for both the creator and business versions.

Every word.

outcomes

We earned $130+ million dollars in our first year.

I created a notifications strategy that doubled subscriptions.

I proposed 23 content experiments that shipped + generated $4,550,900

meta verified for business

We built Meta Verified to help businesses more easily stand out on our apps and build trust with their customers.

We quickly learned that people didn't understand what to do with their subscription or how to use their benefits. Through experimentation, I discovered notifications were a major driver of retention and benefit awareness, so I created a notifications strategy that doubled subscriptions (goal was 61K and actual was 119K).

I also led the messaging for the retention workstream, which surpassed its goal by 2X.

benefits strategy

I defined the benefits strategy for all four tiers of the product, working closely with legal, product managers and marketing to ensure that the way we presented the benefits supported our business goals, met our legal standards and also sounded compelling.

meta verified for creators

For our creator subscription, I partnered with marketing to develop several impactful emails. One of these emails resulted in:

- 38% open rate
- 3.45% CTA CTR
- 47.1% CTR on the value screen, which is a 673% increase from the general 7% CTR

writing for our global audience

After launch, we had a 30% adoption gap in our international markets.

To help address this, I created a localization task force and led this group to drive content optimizations that contributed over $3M to ARR. This work is now on the Growth team’s roadmap.