Meta Business Messaging

In 2020, Click-to-Messenger ads were one of the fastest-growing Facebook ad formats. In 2021, Facebook became Meta, and started to get serious about networking it’s portfolio of services. In 2022 I joined the burgeoning Meta Business Messaging team. My task was to lead desperate design teams across the portfolio of messaging products in order to franchise the success of business messaging across the family of apps. In this role I’ve helped scale the success of Meta business messaging across Messenger, Instagram Direct and WhatsApp. Creating parody across apps for advertisers, while honoring the uniqueness of each platform for users.

TECH CRUNCH

Meta says users and businesses have 600 million chats on it's platforms every day

“Click-to-message” advertising is an ad format that businesses can buy to place inside a Facebook feed. When users click on the ad on Facebook, it links them to a brand’s [Messenger, Instagram Direct or] WhatsApp account. The ads have become Meta’s fastest-growing ad format.

THE NEW YORK TIMES

MARK ZUCKERBERG TAPS THE STRENGTHS OF WHATSAPP

Meta earned $293 million in Q3 2023 — with a 53% year-on-year growth. In June, the company announced that WhatsApp Business crossed 200 million monthly active users.

DESIGN LEADERSHIP

  • Wade Campbell | Content Design Manager

  • Riza Selçuk Saydam & Insun Ahn | Product Design Manager, Click-to-Messenger

  • James Redick | Product Design Manager, Click-to-WhatsApp

  • Anna Lewindowski | Product Design Manager, Inboxes and 3rd Party Experiences

Success

  • Drove year over year growth measured in $Billions

  • Initiated AI office hours model leveraging AI to scale Content Design knowledge. This empowered XFN (under the supervision of a Content Designer) to unblock themselves on low risk content issues, saving countless Engineering and Design hours.

  • Led Content Experimentation initiative delivering revenue wins driven exclusively by content changes—to prove the unique value the CD practice brigs to Monetization

  • Guided ~100 Meta-mates through Clifton Strengthsfinder’s helping them better understand themselves and their colleagues: Improved cross-discipline communication, collaboration, and team health.