FACEBOOK MEDIA PARTNERSHIPS
INTERNATIONAL NEWSLETTERS
From 2017 - 2019, I worked as a contractor at Facebook, as a part of their Media Partnerships organization. This organization was tasked with managing Facebook Business Partners in Media organizations. My team was dedicated to growing partnerships among small-to-medium-sized businesses on the platform with email and on-platform campaigns.
My specialty—email newsletters. I took an unmanaged newsletter program targeting a handful of partners, and transformed it into an international series of newsletters segmented by vertical, region, and organization size.
Here’s how I did it.
My Approach
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The most obvious way to add value to this newsletter was to segment the audience by vertical, and provide relevant content to each audience. Using this approach, we created unique newsletters for News, Social Good and Sports partners.
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Once the email was properly segmented, we could make it easier to serve personalized content to each partner. We used Marketo to create an automated email template that we could use to insert relevant content for each audience based on their vertical and region.
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Our team received a request from another Partnerships team for a regional-specific newsletter for their international territory, to inform partners of regional rollouts and other regionally relevant product details. We launched unique newsletters for the Asia-Pacific, Latin America, Europe-Middle East and India markets. We also collaborated with the Legal department to ensure GDPR compliance.
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My newsletters performed above industry standards for engagement and retention in part because I focused on keeping newsletter content relevant and valuable for partners, while also enabling activations for vertical teams.
What else did I do?
As the resident wordsmith of our small but mighty Growth Marketing team, I was able to make my mark on several major campaigns. I spearheaded content creation for a campaign to attract gaming video streamers to use Facebook Watch, which drove 6,600+ new streamer onboardings and generated 25.6M+ watch hours within just four months. I led experiments into new applications for internal technology. And I supported other campaigns to help drive watch hours and meaningful interactions on the platform.
F8 Conference
In 2018, I performed email marketing for the annual F8 Developer conference for the Media Partnership team.
I was responsible for keeping partner organizations of all sizes informed of the new features and developments announced at the conference via email. I sent post-event wrap-ups that provided relevant updates to customers in each vertical, helping to drive product adoption and keep partners engaged.