Global Media Lead, Direct Response Marketing, Reality Labs

Meta is seeking a Global Media Lead to drive direct response marketing strategy and execution across Meta's advertising platforms in support of our Reality Labs products and services. In this role, you will own the development and optimization of paid media programs designed to generate measurable business outcomes — including customer acquisition, lead generation, and conversion — at global scale. You will partner closely with cross-functional teams spanning creative, data science, product marketing, and regional marketing to translate performance goals into high-impact media investments across channels such as Paid Social, Search, Retail, and Programmatic Display. This role sits at the intersection of media strategy, performance analytics, and audience targeting, requiring deep fluency in direct response methodologies and a data-driven approach to campaign planning and optimization.

Responsibilities

Develop and lead global direct response media strategies across paid social, search, retail, programmatic display, and emerging channels to drive customer acquisition and conversion goals Define audience targeting frameworks, bidding strategies, and budget allocation models that maximize return on ad spend across global markets Analyze campaign performance data to identify optimization opportunities, surface actionable insights, and inform media investment decisions Partner with creative, product marketing, and data science teams to design and execute A/B tests that improve direct response campaign effectiveness Translate business objectives into short, mid, and long-term media plans with clear KPIs and measurement frameworks Collaborate with regional marketing teams to adapt global media strategies to local market dynamics while maintaining performance standards Communicate media performance results and strategic recommendations to marketing leaders and cross-functional stakeholders through structured reporting and presentations Identify gaps in current media planning and buying processes and design solutions that improve efficiency and scalability Leverage AI-integrated workflows and analytics tools to accelerate campaign analysis, audience modeling, and performance forecasting Contribute to team-level goal setting by synthesizing performance trends and translating them into strategic priorities for the direct response media function

Qualifications

8+ years of experience in paid media strategy, planning, or buying with a focus on direct response marketing objectives such as customer acquisition, lead generation, or conversion 8+ years of experience managing large-scale media campaigns across paid social or digital advertising platforms, including audience targeting, bidding strategy, and budget optimization Experience using performance data and analytics to drive media investment decisions and communicate results to stakeholders Experience developing and executing A/B testing frameworks to evaluate creative, audience, and channel performance in direct response campaigns Experience working cross-functionally with creative, data science, and regional marketing teams to deliver integrated media programs Bachelor's degree in Marketing, Business, Communications, or a relevant field Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews) Track record of influencing media strategy decisions through structured data analysis and written recommendations presented to marketing leadership Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements) Experience managing direct response media programs at global scale, including adapting strategies across multiple regional markets Familiarity with Meta's advertising products, campaign objectives, and measurement solutions including pixel-based attribution and conversion APIs Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies Experience applying AI or automation tools to media planning, audience modeling, or campaign optimization workflows