University of Southern California - Marshall School of Business

Product Marketing Manager, Public Content Distribution at Facebook

San Francisco, California, United States

Facebook

Product Marketing Manager, Public Content Distribution

- Leading a team of 5 direct reports where I focus on reviewing growth and retention plans for In-Stream Ads, Fan Subscriptions, Stars, Social Impact, Community Partnerships, and Gaming to ensure it aligns with product goals.• Partnering with Product and Partnerships Directors and VPs to build out 2020 vision and roadmap.• Leading new team members’ onboarding experience to create 30/60/90 day plans. This includes training team members on how to drive impact with cross functional partners, become experts with varies tools, and how to drive approach strategy planning. I have trained 5 direct reports that are successfully driving impact against team and product goals.  • Leading an Engineering partnership that is measured on building new tools and in-product experiences as well as reducing time spent for planning, executing, and measuring Growth Marketing plans. Notable projects include the following: -- Automated Product and Marketing Measurement – Partnered with Data Science and Data Engineering to build automated logging for high priority goals. This reduced Data Science time spent measuring tests by 80% and resulted in easier test measurement for Product/Marketing.-- In-Product Surveying – Partnered with the Internal Tools team to integrate rapid feedback surveys into the product experience so the product team could improve user experiences in real time. • Built the global go-to-market growth strategy for In-Stream ads. My work was directly responsible for $203M of the total H1 2019 In-Stream ads revenue. • Improved the In-Stream ads product onboarding rates by building an experience within onboarding that showed customers their potential earnings in the last 28 days. This resulted in a 20% statistically significant lift in In-Stream ads onboards starting in May 2019.

Growth Marketing, Media Partnerships

- Mentored over 15 new team members on how to approach product and solution planning along with technical expertise to succeed on the team.• Built out the Strategic Global Initiatives team which was dedicated to analyzing and partnering with teams in Brazil, Singapore, Ireland, and India to identify opportunities and challenges specific to their region. • Identified and assembled a cross functional team that was dedicated to working with Market Representatives and Product teams to offer alternative payments methods for potential advertising pages. My work in this program was directly responsible for a 4% increase in Indonesia’s Q2 2017 revenue.  • Developed go-to-market strategies by roadmapping, planning, executing, and scaling marketing initiatives across a variety of initiatives including the following: -- Brand Video Results – My work specifically drove $43.25M in incremental revenue along with 14k incremental active advertisers in 2015 H1.-- Call Center Program Result – Took ownership of the Marketing plan and execution which resulted in reduced ad spend by $2.9M (90%) while increased Marketing ROI to 411% (previously -37%).

Marketing Manager, Ads

- Managed over 1 Million in digital advertising budget which focused on KPI's like revenue, ROI, and registrations.• Negotiated deal terms with publishers to ensure advertising objectives and target goals of 20% ROI were met.• Built conversion funnel campaigns across a variety of Marketing Channels including Display, Mobile, Affiliate, and Demand Side Platforms (DSP).

Colin Neff