Work / Meta
Meta
AI-driven growth for Shops Ads.
Double-digitYoY Shops Ads growth
20+designers led & aligned
Shops Ads sits at the intersection of commerce and advertising at Meta's scale — small improvements in relevance compound into significant business impact.
The opportunity was to make the experience measurably better for both shoppers and advertisers by putting AI to work where it actually moved the needle, while keeping a large design org rowing in the same direction.
What I did
- Partnered with product and engineering leadership to define an AI UX strategy that improved ad relevance.
- Set up the cross-functional “Better UX” program — org-wide dogfooding that surfaced and resolved hundreds of UX issues.
- Drove cross-organizational alignment with business priorities for a team of 20+ designers.