Facebook Showcase Upfronts

2018–2019
Product Design
Product Management

Featured press
Digiday
Adweek
Facebook Business

In the television industry, Upfronts are a gathering at the start of advertising sales periods. They are generally hosted by TV and digital network executives and attended by major advertisers and the media. It is the largest video buying event in the world, with $30B in advertising sold during this period of time in the US alone.

In early 2019, Facebook entered into its first Upfronts with the introduction of Showcase for Premium Video Advertisers. Traditional upfront ad sales come in the form of large orders for an upcoming year. This is radically different than Facebook’s standard auction system and introduces complexities such as pricing fairness and inventory management.

To accommodate this buying style, my team worked across 3 internal organizations to develop new backend systems, sales processes, and user facing software. As a lead, I drove product definition and fostered alignment within our cross functional team and with our cross organizational partners. I was directly responsible for the workflows and interfaces used for upfront deal management and inventory reservation.

Facebook Advertiser Brand Safety

2018–2019
Product Design
Product Management

Featured press
CNBC
AdWeek
Facebook Business

Brand Safety is keeping a brand’s reputation safe when they advertise online. At Facebook, we worked to give advertisers the ability to limit the risk of their ads being placed next to content not aligned with their brand.

I lead our cross-functional team across Menlo Park, Seattle, and London. Together, we evolved a fractured tool set and designed a consolidated brand safety destination within Facebook’s suite of advertising tools. Our primary challenge was creating tools that were accessible to advertisers with a wide range of sophistication and brand sensitivity.

A feature of this work, Inventory Filters, launched in April 2019 to millions advertisers. In designing this feature, the process required me to balance the needs of a large advertiser base with the competing goals of the stakeholder teams, and close collaboration with the design systems team.