MarTech Podcast ™ // Marketing + Technology = Business Growth Meta's CMO's playbook for digital marketers
Sep 29, 2025
Alex Schultz, CMO and VP of Analytics at Meta, discusses his journey from eBay to Meta and his expertise in data-driven marketing. He introduces his framework for navigating an AI-first landscape, emphasizing the importance of creativity alongside automation. Schultz explains the 'North Star goal' methodology for aligning marketing strategies and cautions against optimization traps. He highlights that while AI can assist in execution, the essence of marketing still requires human creativity and strategic thinking.
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Joining Facebook Via The Careers Link
- Alex recounts joining Facebook via the careers link and waiting a year due to green card issues before starting in 2007.
- He began by fixing basic tracking and paid search to help acquire advertisers and scale the product.
Incrementality As Core Marketing Principle
- Incrementality is the core principle Alex credits for measurable impact across his career.
- He tests and proves that marketing actions actually drove additional value rather than relying on vanity metrics.
Prioritize People Management
- Spend most of your time developing and coaching people to scale marketing functions.
- Translate leadership priorities into clear guidance so teams can execute without constant escalation.
