20VC: Meta CMO Alex Schultz on The Crucible Moments Scaling Facebook to 1BN Users, Turning Facebook Reels Into a Monetisation Engine, Competing Against TikTok and SNAP, Coming Out in the World of Tech; The Challenges and What Needs to Change
Alex Schultz, the Chief Marketing Officer at Meta, shares insights on his journey from early digital ventures to scaling Facebook to a billion users. He discusses pivotal lessons on user retention over acquisition and emphasizes the importance of compassionate leadership. Alex also reflects on the evolution of Facebook Reels into a monetization tool and addresses challenges around LGBTQ+ representation in the tech industry, highlighting the significance of authenticity in navigating identity at work.
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question_answer ANECDOTE
From Paper Airplanes to eBay
Alex Schultz monetized his paper airplane website through ad products and affiliate marketing for eBay.
This led to a job offer from eBay, showcasing the power of demonstrating relevant skills and initiative.
insights INSIGHT
Scaling Facebook
Scaling Facebook to a billion users wasn't solely any individual's achievement but a collective effort.
A data-driven growth model, emphasizing retention over acquisition, played a crucial role.
volunteer_activism ADVICE
Retention is King
Prioritize retention by focusing on user actions that lead to long-term engagement.
Shift from acquisition-focused metrics to those that measure meaningful interactions within the product.
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Alex Schultz is the Chief Marketing Officer and VP of Analytics for Meta (formerly Facebook), leading Marketing, Analytics, and Internationalization. Previously, Mark Zuckerberg stood up and said, "Facebook would not be a BN user company without Alex". At Meta, Alex has pioneered the integration of product and direct response marketing at Meta and helped launch many of the company’s most impactful products and initiatives. Alex is gay and is the executive sponsor of Facebook’s LGBTQ+ Employee Resource Group.
In Today's Episode with Alex Schultz We Discuss:
1. From Paper Planes to CMO of Facebook:
How Alex started his career in the world of paper planes and how that led to his getting a role at an early eBay? What are 1-2 of his biggest lessons from eBay?
How did the role at Facebook come about in 2008? Why did he decide to join the early Facebook?
What does Alex know now that he wishes he had known when he started his time at Facebook?
2. The Secret to Scaling to 1 Billion Users:
Mark Zuckerberg has said that "Facebook would not be a billion-user company without Alex". So what does Alex believe are the 1-2 biggest needle movers in FB scaling to 1 billion users?
Why does Alex believe that the best leaders are patiently right?
How can management be direct and effective but also show they care and be kind?
What have been some of Alex's biggest lessons on people management across different phases of the company?
3. Crucible Moments in Facebook History:
Facebook Messenger Split:
What was the decision-making process behind splitting Messenger from the core Facebook App?
What did they do right and well in the split? What mistakes were made?
Rebrand to Meta:
Why did Facebook decide it was right to rebrand to Meta?
Has the rebrand gone well? How does Alex define success with the rebrand?
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