Meta APAC B2B Marketing Programs

Overview

At Meta, I led B2B marketing programs across APAC with a focus on Japan, helping advertisers navigate a new age of privacy, personalization, and performance measurement.

Challenge

• Advertisers needed practical guidance as signal loss changed the performance marketing landscape
• Regional programs had to work across APAC while remaining relevant for Japan
• Complex measurement topics such as MMM and incrementality needed to become usable business conversations

Approach

I developed and drove B2B marketing programs focused on performance marketing, signal loss, marketing mix modeling, and incrementality testing. The work included APAC-wide summits, media partnerships, advertiser education, and cross-functional alignment across regional and local teams.

Result

• Led APAC-wide programs supporting advertisers through privacy and measurement changes
• Helped translate complex performance and measurement topics into practical advertiser-facing narratives
• Built alignment across regional teams, local stakeholders, media partners, and commercial priorities

Key work

• B2B marketing strategy for advertisers
• APAC summit and media partnership development
• Performance marketing education
• MMM and incrementality messaging
• Regional-to-local execution with Japan focus