meta.com | platform modernization + AI storytelling
I lead content strategy for AI wearables on meta.com, modernizing the product narrative and shaping how millions of customers navigate the site, from first impression to purchase.

• Built and now lead meta.com’s unified content standards program, defining voice, terminology, structural patterns, experimentation methods and localization guidance so teams can move faster with consistency.
• Pioneered content experimentation on meta.com, creating a repeatable way to test messaging, feature framing and voice/tone decisions.
• Partnered with UX Research on journey-level voice studies and aligned Product and Marketing around a shared global positioning playbook.

Meta Verified | monetization + subscription strategy
I led the messaging architecture for Meta’s subscription products across Instagram, Facebook, and Accounts Center.

• Identified and reworked underperforming subscription entry points, generating $75.86M in direct 2025 revenue impact.
• Defined Meta Verified’s core value proposition, benefit hierarchy, tier logic and lifecycle messaging strategy, supporting $130M in launch-year revenue.
• Designed a shared subscription framework adopted across Meta Verified, Meta AI Plus, and future offerings as the portfolio scaled to $1B+ ARR.
• Identified unclear messaging as a driver of international underperformance and led a 17-person cross-functional effort that drove $10.4M in impact and +19% onboarding lift in Brazil.
• Defined how Meta’s first AI subscription was structured and explained across surfaces, aligning capability framing and usage limits to prevent fragmentation and ensure the model could scale as new AI offerings launched.

Creator + Advertiser support systems
I helped redesign how Meta supports creators and advertisers at scale.

• Designed and launched global advertiser support bots, reducing live-agent demand by 35.9% and generating $6M–$12M in annual savings.
• Co-created Meta’s first dedicated Creator & Media Support vertical, improving resolvable CSAT by 10–20 points and reducing escalated cases by 10%.

Enterprise content governance + scale
I build systems that help large organizations make better content decisions.

• Overhauled Meta’s global tone framework and formalized a distributed Tone Leads program, reducing inconsistency and increasing adoption across 1,000+ writers globally.
• Designed and operationalized a company-wide Content Consult model; the Monetization pilot unlocked $27.01M in revenue in its first half without additional headcount.

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