Most recently, I spent a thrilling 12 years at Meta’s Creative Shop leading the in-house innovation teams. During this time I developed several new functions that unlocked new creative capabilities and accelerated breakthrough work for 100’s of brands around the world.
Before we had news feed, video products or robust ad systems I created an incubator at HQ to develop OpenGraph social technology with brands. This included Target, Unilever, CocaCola, Starbucks and more.
I designed and developed our Creative Science practice to realize the potential of art + science to revolutionize our approach to development, distribution, agility & measurement eventually scaling this globally across CS.
As our platforms, products and consumption evolved, we needed to show first more and tell later. I developed our mobile production and business affairs functions to enable global experimentation and creation of a new mobile playbook.
IP owners, publishers and creators were the future of storytelling. I built the Anthology program to develop next-gen brand content with world-class storytellers. $1B+ and 100’s of campaigns later we scaled this capability across CS.
We’re entering the “era of the humble creative” where new skillsets and technology must be a partner in the process. I founded CS Labs in order to pilot new approaches at the intersection of marketing & emerging tech.