Product Partnerships and Global Marketing Solutions

Meta (Facebook) hired Alisha Terry twice, in 2019 and 2023, to identify barriers to growth and unlock incremental advertising revenue. Her assignments, spanning the period before and after the COVID-19 pandemic, showcased her exceptional ability to adapt and thrive in challenging conditions.

Inbound Research

Led listening tours with sales teams for global retail, e-commerce, digital native, and marketplace clients. Combining this feedback with campaign creation UX for Reels and Advantage+ catalog ads, Alisha uncovered new blockers to ad adoption. The findings helped to prioritize product roadmap changes and produce new B2B marketing content to drive sales.

Advertising Revenue Growth

Grew an advertising technology partner’s ad spend by ~6x, clicks by ~2x, and conversions by ~4x by identifying and troubleshooting root causes of stalled revenue growth and optimizing performance.
Lifted daily revenue by 50% within 45 days by conducting in-depth research on commerce platforms’ ads buying tools, creating a best practices playbook on usability, launching a go-to-market roadmap, and identifying growth areas.

Content Creation

Increased daily Facebook revenue by 44% from top-scaled agencies within two quarters by identifying gaps in resources and developing tailored content to activate 1,000+ reps selling advertising to small businesses.
Verticalized go-to-market (GTM) narratives for global business marketing to drive adoption of Meta’s complex suite of advertising solutions, synthesizing technical content into resonant and actionable sales enablement materials, webinars, events, and quick guides.

Project Management

Supported timely launch of Facebook Marketing Partners program under tight deadlines through regular communication with matrixed teams, uncovering obstacles, and quickly finding and executing solutions.

Partnerships

Improved education and adoption of enhanced tactics to facilitate a merchant’s journey through the marketing funnel by presenting to strategic Facebook Marketing Partners in commerce.
Gained approval for partnership projects with limited resources by presenting proposals to Partner Managers, Solutions Engineers, and cross-functional internal and external partners.