What Meta Taught Me About Digital Marketing, Leadership, and Leading Through Change

When I joined Meta, I arrived with a solid foundation in digital marketing and a deep passion for leading teams. I’d spent years building strategies for high-growth brands, and I thought I had a good handle on what success looked like.

But Meta taught me how to think differently. It stretched me — in the best possible way.

The pace was faster. The stakes were higher. The ambiguity? Constant. But instead of fearing it, I learned how to build clarity in chaos. I leaned into frameworks, systems, and listening more deeply — not only to stakeholders and customers, but to the people I led.

That’s where the biggest shift happened: I didn’t just evolve as a marketer — I grew as a leader. Because what truly drives sustainable performance isn’t just the right marketing strategy. It’s people. And at Meta, I saw firsthand how investing in your team unlocks the best ideas, the strongest performance, and the most resilient culture.

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Below are the five lessons that shaped my approach to both marketing and management — lessons I carry with me into every project, team, and strategy.

I. Build a Performance Digital Marketing Engine — Not Just a Campaign

One of the most valuable lessons from Meta was how to treat performance marketing as a scalable engine, not just a tactic. Every dollar spent needed to connect back to measurable outcomes, whether that was customer acquisition, ROAS, or lift in conversion.

Real-World Example

During a product launch campaign, we used a robust A/B testing strategy to validate our creative approach. We segmented audiences and tested different visuals and messages across ad sets. By reviewing insights from Meta Ads Manager, we saw a ift in conversion rate compared to our previous approach.

🎯 Pro/Actionable Tips

• Implement A/B Testing in Marketing: Always test different ad creatives, copy, and targeting strategies. Look at click-through rates (CTR) and conversion rates to gauge success. Testing just two variations can greatly enhance your effectiveness.

• Measure Marketing KPIs: Keep track of key performance indicators, and be ready to change direction based on the insights they provide.

• Optimize Ad Campaigns: Use advanced targeting features to narrow down your audience. This ensures that your ads reach the right people at the right time.

  
  

II. Your Team Is Your Strategy

I can’t emphasize this enough: Your strategy is only as strong as your team feels supported.

At Meta, I was fortunate to grow and manage an incredible team across multiple time zones. We doubled in size during a turbulent year, and yet, our engagement scores held at 90%+.

Why? Because we built a culture of trust, context, and care. I gave my team clear frameworks, goal-setting rituals, and consistent coaching, but I also created space for real human connection. Even during layoffs, I paused my paternity leave to be present — not because I had to, but because I knew what kind of leader I wanted to be.

Feedback I’ll always remember:

“Sacha genuinely cares — not only about our impact, but about our happiness and growth.”

🎯 Pro/Actionable Tips

• Lead with empathy. But don’t stop there — pair it with clarity and structure.

• Encourage Team Alignment: Set up regular meetings with different departments to stay aligned on objectives. Sharing insights about user feedback and technical challenges creates a stronger strategy.

• Utilize Collaborative Tools: Leverage project management platforms like Asana or Trello. These tools help track campaigns and enable clear communication across teams.

  
  

III. Collaborate Across Functions — Early and Often

Marketing isn’t a solo sport. The best strategies are born when product, engineering, creative, and marketing come together with a shared goal.

Real Examples:

For a global feature launch, we ran joint brainstorms between Engineering, Web Development and Marketing. That alignment improved launch messaging, reduced user confusion, and boosted campaign performance.

🎯 Pro/Actionable Tips

• Use shared planning docs and dashboards to stay in sync

• Host pre-mortems with other teams to anticipate blockers & post-mortem for learnings.

• Get feedback before you launch, not just after

IV. Create Through the Lens of Data + Emotion

Strong creative is measurable. At Meta, we proved it.

In one campaign, we ditched static ads in favor of story-driven module on the /ads page. The result? CTR improved x%. It wasn’t just beautiful—it performed. Because good creative isn’t just visual. It’s emotional, contextual, and data-informed.

🎯 Pro/Actionable Tips

• Create personas based on behavioral data — then layer in emotion

• Test different formats, especially short-form video

• Use metrics like scroll depth and watch time to optimize for engagement

V. Structure Creates Space — Especially in Ambiguity

Ambiguity isn’t the enemy. It’s an opportunity to lead.

I learned that building structure, clarity, and repeatable frameworks is what allows teams to thrive in fast-paced, uncertain environments. Whether it was leading team goal-setting sessions, onboarding new ICs across time zones, or developing operating models for a growing org — the key was alignment.

Real Examples:

A goal-setting framework I developed was adopted org-wide, helping teams connect their work to larger strategic priorities.

🎯 Pro/Actionable Tips

• Don’t wait for perfect clarity — start with what you know and evolve

• Use quarterly reviews to reset strategy and priorities

• Document everything (even the messy drafts!)

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Efficiency Is More Than Automation — It’s Alignment

Looking back on my time during Meta's "Year of Efficiency," I realized how crucial it is to streamline digital marketing processes to get great results. In 2023, under CEO Mark Zuckerberg's leadership, the focus was on operational efficiency to boost productivity and zero in on key projects.

Adapting to this, I made sure to prioritize tasks that matched our main goals, ensuring every campaign had the biggest impact. Working closely with different teams helped smooth out communication and cut down on unnecessary steps.

This focus on efficiency not only made me more productive but also led to quicker and more effective marketing strategies. By aligning with Meta’s larger goals, I helped create a culture that values meaningful work and ongoing improvement.

During this time, I learned a lot about how important efficiency is in digital marketing. By adopting streamlined processes and concentrating on impactful projects, I boosted my productivity and supported Meta’s overall objectives.

Actionable Tips

• Set Clear Goals and Track Them:

  Know exactly what you want to achieve with your marketing campaigns and set specific goals. Having clear KPIs helps you see how you're doing and figure out if your strategies are working.

• Know Your Audience:

  Dig deep into who your audience is (inside and out), what they like, and how they behave. This info helps you create campaigns that really click with them, boosting engagement and conversions.

• Use Data and Analytics:

  Keep an eye on how your campaigns are performing and how consumers are interacting with them through data analytics. This helps you spot what's working and what needs tweaking, so you can make smarter decisions and refine your strategies.

• Get on Board with AI:

  Bring (company-approved) AI tools into the mix to handle repetitive tasks, tailor content, and predict what consumers might do next. AI boosts efficiency and lets your team concentrate on bigger strategic moves.

• Prioritize User Experience (UX):

  Make sure your digital platforms are easy to use, look great, and work well on different devices. A good UX keeps customers happy and coming back for more.

  
  

Final Thoughts

Looking back on my time at Meta, I didn’t just grow as a digital marketer — I became a more intentional, resilient, and human-centered leader.

I learned that real impact comes from the intersection of performance and people. From staying curious with your data to staying present for your team, the strategies that work are the ones rooted in trust, iteration, and clarity.

If you’re navigating change, leading through ambiguity, or just trying to move the needle in a high-pressure environment — I see you. And I hope this article helps.