MESSENGER

Role: Content Design Manager

The opportunity: Over 1 billion people connect with a business on Meta’s messaging platforms every week. Tapping into that momentum meant solving a bigger challenge: How do we make messaging the primary way people and businesses communicate at scale?

The approach: To unlock long-term growth, we needed more than incremental improvements—we needed a strategic blueprint. I co-led the development of a comprehensive, multi-year messaging strategy focused on four key pillars:

• Tools: Drive adoption of business communication tools

• Entrypoints: Make it easy for people to find and message businesses

• Value add: Make threads trusted, reliable, and valuable

• Paid solutions: Monetize value through paid solutions

The impact: This work helped shift messaging from a support channel to a growth engine for businesses of all sizes:

• $10B+ in annual revenue from click-to-message ads across Meta platforms

• 24% increase in business response rates due to improved tools and automation

• 34% rise in customer satisfaction when engaging via messaging vs. traditional support

• 12pt lift in purchase intent when businesses used personalized, real-time messages

Why it matters: Messaging isn’t just a convenience—it’s the future of business. When people can connect with brands on their terms, it builds loyalty, trust, and ultimately, conversion. This strategy helped lay the foundation for a new era—where technology meets human connection at scale.