DTC Podcast

Bonus: Alex Schultz, CMO of Meta — Scaling Growth and Rebranding a Trillion-Dollar Brand

9 snips
Oct 1, 2025
In this insightful chat, Alex Schultz, CMO of Meta with nearly 20 years at the company, shares his journey from affiliate marketer to a key player in Meta's transformation. He discusses the strategic rebrand from Facebook to Meta, revealing the whirlwind of decisions behind it. Alex emphasizes the synergy between performance and branding, while advocating for incrementality in measuring marketing success. He also touches on creative-driven campaigns, like the Ray-Ban Meta Glasses, and the evolution of marketing through AI, stressing the importance of clear measurement and strategic briefs.
Ask episode
AI Snips
Chapters
Books
Transcript
Episode notes
ANECDOTE

Midnight WhatsApp And The Seven-Month Rebrand

  • Alex recounts Mark Zuckerberg asking him to rebrand the company from Facebook to Meta and giving him seven months to do it.
  • He admits he had never done a rebrand before and his team thought he was mad but they completed it during the pandemic.
ANECDOTE

From Affiliate To Meta Growth Lead

  • Alex describes his start as an affiliate marketer and how paying for college forced performance-driven thinking.
  • He used SEO, paid search, email and product changes to grow Facebook users and advertisers.
INSIGHT

Analytics Built The Mobile Transition

  • Building an analytics function allowed Facebook to optimize mobile user flows and ads.
  • Alex argues analytics is foundational to both product and marketing decisions.
Get the Snipd Podcast app to discover more snips from this episode
Get the app