9.7×
Case Study · Meta

Meta.com

Web Marketing Manager → Lead · 2022 — 2025

Transformed Meta.com from a static wayfinding page into a full-funnel AI commerce engine — architecting the digital strategy behind two major hardware launches, a cultural drops program, and the navigation infrastructure for Meta's entire wearables future.

9.7×
Wearables CVR spike · Connect '24
988K
Connect '24 Day 1 visitors · +50% YoY
+170%
Organic traffic growth YoY
20+
Web touchpoints per launch
Scroll
1.3%
Buy CTA click rate when I arrived · Feb 2023
01 — The Challenge

Meta.com was a wayfinding page.
It needed to become a commerce engine.

When I joined Meta's web marketing team, the February 2023 analytics told the story: ~50–70% exit rate, only 1.3% of visitors clicking any Buy CTA. The site had traffic. It wasn't converting.

The deeper challenge was consumer perception. Research showed most visitors saw Quest as just a gaming console. Mixed reality was real and revolutionary — but the web wasn't telling that story. I was handed the brief and the problem. Everything after was execution.

1.3%
→
9.7×
Buy CTA click rate Feb 2023 → Wearables CVR spike Connect '24
Promoted Mid-Tenure
Web Marketing Manager
→ Web Marketing Lead
Earned through Quest 3 (Stinson) launch execution
02 — The Arc

Two launches. One promotion. Three years of compounding impact.

I joined as Web Marketing Manager for Meta Quest 3, authored the full web marketing strategy from scratch, and executed it across 20+ touchpoints. Meta promoted me to Lead. I then led the Quest 3S launch with a full XFN squad executing against the strategy I set.

Launch 01
Meta Quest 3
Codename: Stinson
Web Marketing Manager · Author

Authored the Stinson Web Marketing Kickoff — the source of truth for the entire launch. Defined Browsers vs Shoppers audience framework, emotional goals (Joy + Excitement), phased roadmap, and agency brief.

Jun 1Tease — Email capture, SEO equity building
Sep 27Announce — Pre-order live at Connect
Oct 10Launch — Buy Now across all touchpoints
Launch 02
Meta Quest 3S
Codename: Ventura
Web Marketing Lead · Squad Lead

Led XFN squad: IMM, Creative, Design, Copy, SEO, DS, Merch, CRM, S&I, Media.Monks. Authored the full web brief. Shifted strategy from single-SKU gaming to Quest 3 family portfolio positioning.

Sep 18Connect — Pre-order, full site globally updated
Oct 15Launch — Buy Now live globally
Nov 1Holiday — Seasonal campaign, all major drivers
03 — The Method

A fit-for-purpose content strategy, built from first principles.

Every page decision flowed from the same framework — synthesizing marketing insights, web metrics, consumer research, messaging guidelines, and SEO strategy into content tailored to exactly where each visitor was in the purchase journey.

Input 01
Marketing Insights & Web Metrics
+
Input 02
Consumer Lens & Audience Research
×
Input 03
Messaging Guidelines & Feature Priorities
÷
Input 04
SEO Strategy & Funnel Position
=
A fit-for-purpose content strategy for every surface on Meta.com
Audience 01
Browsers
Prospects who see Quest as just a gaming console. Need inspiration and use-case storytelling that shows how Quest fits into their actual life.
Win with: Content breadth · MR demystification · Social connection · Experience Hubs · Use-case video
Audience 02
Shoppers
Current Quest owners ready to upgrade. High intent. Need technical validation and a frictionless path to checkout.
Win with: Feature clarity · Game spotlights · Buy Now Pay Later · Delivery estimates · Streamlined PDPs
04 — The Work

Every surface. Every funnel stage. Every launch phase.

Meta.com web marketing isn't one page — it's an entire digital ecosystem. For each launch, I managed the full stack from homepage through PDPs, experience hubs, compare pages, accessories, and navigation — across 20+ global markets, in multiple languages, on a 4–5 month production cycle.

1
MDC Homepage · Brand story + wayfinding hub
1
Quest Portfolio Landing Page · Category learning
4
Experience Hubs · Entertainment · Fitness · Gaming · Learning
2
Product Detail Pages · Quest 3 + Quest 3S
17+
Accessories PDPs · New + compatibility updates
1
Compare Page · Side-by-side decision tool
3+
About.Meta · Metaverse · Tech · Responsible Innovation
6+
Additional Surfaces · Nav · Gift Cards · Safety · Warranty · Legal
05 — The Evolution

From one page to an entire ecosystem.
Scroll to see the transformation.

1.3%
9.7×
01 / 06
The Starting Point
A single homepage. Quest 2 only. 1.3% of visitors clicking Buy.
Buy CTA click rate · Feb 2023
meta.com
Meta.com evolution
06 — The Results

The numbers that proved the strategy worked.

2.1M 1.5M 1M 500K Feb '23 Aug '23 Mar '23 Connect '23 Connect '24 Nov '24 NBA Spike+15.5M visits Connect '23 Connect '24988K Day 1 Nov '241.9M traffic
9.7×
Wearables CVR spike · Connect '24 vs pre-Connect baseline
4.3×
MR CVR spike · Connect '24 vs pre-Connect baseline
988K
Connect '24 Day 1 visitors · +50% YoY from 660K
+58%
Absolute conversions YoY · Black Friday / Cyber Monday
+170%
Organic traffic growth YoY (Aug '23 vs Aug '22)
+57%
SEO clicks growth YoY · impressions +64%
−26%
Bounce rate reduction YoY · Holiday '24 period
+13%
RBM sales uplift · Virtual Try-On feature launch
2.1M
Total SEO visits · Oct '24 peak
1.9M
Total MDC traffic · Nov '24 · 4 campaign waves
+4.6%
CVR uplift · Holiday '24 toast banner experiment
1.4%
Chargeback rate · down from 11.8% in Aug '24

The 9.7× wearables conversion spike at Connect '24 is the single most telling number — when strategy, product, and launch moment aligned, the site performed. By that point, only 32% of visitors were hitting the primary PDP (vs 50% in 2023), meaning the portfolio strategy had worked: visitors were exploring the full ecosystem.

Content Strategy Full-Funnel Web Marketing XFN Leadership Product Launch SEO Conversion Optimization Audience Segmentation Agency Management eCommerce Mixed Reality Marketing