Scaling the Advertiser Ecosystem

Overview

Advertisers frequently moved between multiple advertising products, each with different positioning, terminology, and user experiences. I developed Meta’s first cross-product transition framework, creating a shared model that aligned teams, improved advertiser retention, and established standards adopted across the ecosystem.

Challenge

Advertisers often navigated multiple advertising products throughout their lifecycle, but each product operated independently with its own positioning, conventions, and transition patterns. Teams lacked a shared strategy for when advertisers should move between products, how those transitions should be communicated, and how the ecosystem should be presented as a cohesive experience. The result was inconsistency, duplicated effort, and missed opportunities for advertiser growth.

What I Did

• Designed the company’s first framework for transitioning advertisers across advertising products.

• Defined positioning strategies, messaging principles, and benefit statements for each product experience.

• Established decision-making criteria for when, where, and how transitions should occur.

• Created a shared language and operating model that aligned previously independent teams.

• Facilitated workshops, reviews, and stakeholder alignment across more than 25 leadership groups.

• Enabled experimentation and future expansion through reusable framework components.

Impact

• 25+ Stakeholders Aligned | Unified teams around a shared transition framework

  13 Launches Enabled | Experiments and initiatives built using the framework

  3× Higher Advertiser Spend | Increased spend among retained advertisers post-transition

  Revenue Targets Exceeded | Surpassed cross-functional business objectives

Why it mattered

This work transformed how advertisers transition between products from isolated product decisions into a coordinated ecosystem strategy. By creating a shared framework, teams were able to deliver more consistent experiences, reduce organizational friction, and drive measurable business growth across multiple advertising products.