Mobile Dev Memo Podcast Season 5, Episode 14: The full-funnel marketing philosophy (with Alex Schultz)
18 snips
Apr 1, 2025 
In this discussion, Alex Schultz, CMO and VP of Analytics at Meta, shares his extensive experience in marketing and analytics. He critiques the narrow view of 'performance marketing' and champions a full-funnel approach. The conversation dives into how AI is reshaping marketing strategies and the need for a balance between automation and creativity. Alex also highlights the importance of robust data management for effective marketing and reflects on the evolving responsibilities of CMOs amid technological advancements.
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Long Tenure at Meta
- Alex Schultz has worked at Meta for nearly 18 years, starting in the Bay Area.
- He joined around the time Meta's London office opened.
Full-Funnel Marketing Philosophy
- Alex Schultz dislikes the term "performance marketing" and advocates for a full-funnel approach.
- He believes all channels can perform at different funnel levels and should be measured incrementally.
Analytics Background as an Advantage
- Alex Schultz's background in analytics and physics has made him a more effective CMO.
- His quantitative skills help him collaborate with engineering and technical leaders.
