Jake Bailey

Head of Industry and Disruptors at Meta responsible for partnering with high-growth DTC brands to test platform innovations like value optimization, partnership ads, and incrementality measurement.

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Oct 15, 2025 • 40min

Bonus: Inside Meta’s Disruptor Playbook with AS Beauty: AI, Creators & Campaign Tactics for Q4

Jake Bailey, Head of Industry at Meta, and Scott Kramer, VP of Growth at AS Beauty, delve into the critical shifts in holiday performance marketing. They discuss how Meta's Advantage+ and Partnership Ads enhance direct response performance while AS Beauty emphasizes incrementality over traditional metrics. The duo highlights the integration of creators across the funnel, innovative campaign structures, and the importance of ongoing testing. They also touch on the blend of AI with human creativity, offering tactical insights for a successful Q4.

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