As Meta's performance marketing solutions grew more sophisticated and easy to use, many businesses started reallocating their budgets from branding to conversion campaigns. To help, we built a full day, in-person workshop to teach media buyers at agencies how to use Meta's performance marketing tools effectively. Garnering the highest audience rating of all previous workshops, the program saw increases in solution adoption, revenue growth, and brand sentiment across Meta platforms.
THE TEAM
Content, Creative, Marketing, Creative Agency
MY ROLE
Leading audience research, stakeholder management, content development, pilot trainings, upskilling trainers, translations
OVERVIEW
The workshop, operating under Meta's Blueprint Live brand, was developed in close partnership with global agency sales and product marketing teams. It centered on eight crucial topics, spanning from understanding the Meta ad auction to creating a robust target audience for campaigns. The curriculum also featured interactive activities, enabling learners to apply newly acquired concepts after each section, as well as participant guides for guided note-taking.
Given my extensive product knowledge and familiarity with the curriculum, I was selected to lead the pilot trainings across six countries, reaching over 350 internal Meta and external agency employees.
The curriculum ultimately evolved into the training to prepare learners for the Meta Media Buying Professional Certification.
RESPONSIBILITIES
Leading research to define target audience and prioritise needs and challenges
Leading curriculum outline development and setting measurement plan with KPIs
Leading two day interactive workshop with ten global subject matter experts and key stakeholders to review proposed curricula, brainstorm, and refine
Leading curriculum development, including 50+ page participants guides, eight activities, and other materials
Managing stakeholder relationships, including collecting feedback and iterating
Presenting six pilot sessions around the globe (US, UK, NL, IL, HK, CA) to 350+ internal and external stakeholders
Creating and leading two day training for 18 global trainers on how to present curricula
Leading translations for eight languages and shipping English curriculum globally