Meta core ad experiences

Meta SMB Advertising

Owning the design quality and standards for ad creation across Meta's small business products — used by 10M+ advertisers worldwide.

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 guidelines for the use of AI in advertising 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

`Built an AI-powered program to help designers take fixes in their own hands`

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 now ship their own quality fixes. The craft bar goes up permanently without adding to engineering load.

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

Final thoughts

Whether it's a new placement, a simplified flow, or a program that raises the craft bar across an org — the shape of the work is always the same: find the real problem, set a clear standard, and build the foundations that let teams move together without losing quality.

Meta operates at a scale where individual design decisions affect tens of millions of people and dozens of teams simultaneously. That environment sharpened how I think about governance, quality, and what it means to lead — not just contribute.

I'm looking for a Staff or Principal role where that kind of thinking is valued, in a product that matters to the people using it.