The Brief:

When I joined Meta, much of the tech executive communications/content was diffused across channels, and difficult to find. The company needed a clearer strategy to amplify the voices of its tech leaders, partly with recruitment in mind: employment brand team research showed that prospective senior technical leaders wanted to know more about how Meta’s executives thought about responsible innovation, ethics, workplace culture, and other topics.

What I Did:

• Sold cross-functional partners on the creation of “Ideas,” a vertical within the “Tech at Meta” website to house content from tech leaders across the company. “Ideas” was launched in 2021 and housed multiple series and franchises — including “CTO Notebook,” a column by Meta’s then-chief technology officer, and “Boz to the Future,” a podcast hosted by the current CTO.

• Framed executive communications/content in a way that’d resonate with target audiences. In some cases, I wrote deep outlines for executive pieces—like “How We’re Building the Metaverse with Diversity, Equity and Inclusion in Mind,” authored by Meta’s chief diversity officer.

• Improved regular sharing of content with internal partners for syndication across relevant internal- and external-facing channels, especially those owned by employment brand/marketing. In some cases, content was repackaged for different audiences. This helped break down silos and reduce duplication.

• Worked with partners across communications, marketing, and within business units to repackage executive communications/content to show up with more personal and authentic voice in fresh places, including Discord, Medium and LinkedIn—instead of only on Meta-owned channels.

• Directed my team to share monthly educational, actionable content metrics reports to key leaders, to point them toward content approaches that were more likely to resonate with target audiences. This helped shift executives away from less impactful content.