Meta core ad experiences

Meta SMB Advertising

I lead the core experience and frameworks that let teams build cohesive experiences for Meta Business Suite and Ads Manager.

This is a high-level work overview due to NDA restrictions. More available upon request.

Simplifying ad creation for small businesses

Overview

I'm a Staff Product Designer at Meta, working across core product experience and design quality for ad creation. Recently joined EDGE, Meta's design governance team, where I define ad creation standards, review work across teams, establish AI guidelines for design acceleration, and identify where experience quality needs improvement.

I'm a Staff Product Designer at Meta, where I own the product vision and design governance for small business advertising, specifically Meta Business Suite and Ad Center, two multi-platform products used by over 10 million advertisers worldwide.

Project Highlights

Meta • Core advertising

Brought WhatsApp ads to small business ad creation

Designed the ad creation experience that allows advertisers to publish ads on WhatsApp, and receive messages from prospective clients.

Adding WhatsApp to ad creation was a feature people requested. While building it, it turned into a multi-team, multi-region coordination problem that would produce an incoherent experience if nobody held the design direction together across it.

I led product strategy and end-to-end design across web and mobile, setting the direction teams could execute consistently — while navigating legal sign-off across US, EU, UK, and LATAM simultaneously.

Outcome: Coherent launch across surfaces. Ads on WhatsApp delivered significantly better cost-per-message than comparable surfaces.

Flow: Creating ads that appear on WhatsApp

Helped designers fix usability bugs with AI

Set up the foundations for designers to address usability issues directly in code, closing the gap between design intent and what actually ships.

Our team had a long backlog of small UI and accessibility bugs: Death by a thousand cuts, done quietly by implementations that shipped fast but missed the quality bar and accumulated over time.

I built the workflow, and process for designers to triage, fix, and validate issues directly in code using Meta AI proprietary tools. Piloted with 6 designers who resolved ~60 bugs in a single week, and graduated the process to a program.

Outcome: The program was adopted across the Ads org. Designers ship their own quality fixes and craft bar goes up permanently.

Fixathon week dashboard

Envisioned a simplified way to select ad objectives

Created a vision for selecting objectives that match advertisers' mental models.

Advertisers starting to create an ad could see up to 32 visible objectives at the very first step. The real issue was lack of governance: Teams shipping objectives independently with no shared standard for how they were created or organized.

I designed an experience aligned to advertiser mental models and paired it with a governance model for how objectives get created going forward. The design was the artifact. The governance model was the actual contribution.

Outcome: A scalable framework giving teams guardrails for controlled growth, and advertisers a consistent experience across surfaces.

Before and after: Selecting an ad goal

Conclusion

Whether the project is a new placement, a simplification effort, or a program for designers themselves, the work is the same shape: set a clear principle, build the frameworks that let many teams move together, and keep the experience simple for the people using it.

I'm looking for a Staff role where systems, craft, and advocacy for the user are valued and at the front of everything i do.