By Meta Careers
Meet Denise - VP, Product Growth at Facebook. Growing Facebook involves answering the question “what should we do?” and then making it happen. We caught up with her to find out what has kept her at Facebook for almost a decade and what it means to be a Product Growth Analyst here.
Tell us a little bit about your career journey in Facebook what motivates you to stay here for over 9 years?
When I started at Facebook I was an entry level internet marketer and the only email marketer at the company. There were four people on the team and we did SEO, SEM, email marketing, and display onsite. We were embedded in a team called ‘Growth’ and over time we helped define Growth opportunities by optimizing full funnels of areas like registration and retention. We found we could make big impact by working directly with the product team to make product changes. Fast forward to today, I lead and work with the team, now called Product Growth, on hard problems of getting people online, growing Facebook, and preventing bad experiences on our family of apps. We do this by optimizing funnels within the product and using traditional internet marketing channels.
What motivates me to stay at Facebook is the mission. There isn't anywhere else I can be a part of bringing people onto the internet and connecting communities at this scale.
What does it mean to be a Product Growth Analyst at Facebook?
Product Growth is a team of data-driven online product marketers who drive growth in partnership with product teams. We embed ourselves within Growth Product Teams across the company and play a generalist role, adapting what we do to the situation at hand. In a practical sense, our work is a blend of product, marketing and analytics. The team focuses on growing the overall active user-base of Facebook, and works on products from Facebook, Messenger, Workplace, Integrity, Instagram, Live Video, Ads & Pages, Internet.org, Facebook Lite, etc.
What are the day to day responsibilities of a Product Growth Analyst?
Because we work on Growth projects end-to-end, the typical day can depend on where we are in the roadmap cycle. In the initial phase of work, we focus more on exploratory analysis work to identify the right opportunities through data. From there, we shift more into brainstorming mode, devising ideas to solve the problems we've uncovered. We partner closely with Product Management on getting ideas prioritized and put onto a roadmap for design and engineers to work on, and from there we move into more of a fast-paced execution style of work, where there's more emphasis on shepherding projects along, and running and analyzing experiments.
At a very basic level, Product Growth tries to answer the question “what should we do?” and then makes that happen.
We encourage everyone on the team to be proactive playing to their strengths and identifying the best way to leverage their time, so you should feel empowered to shape your day-to-day work accordingly.
What challenges do you and your team face at Facebook?
The most challenging and exciting part of working at Facebook is the scale of the problems we solve. There aren't many companies that have to understand how to manage more than 2 billion people on our platform, or have to worry about how content translates in hundreds of languages. And when we solve problems of this magnitude, we have the opportunity to improve the lives of literally hundreds of millions of people.
Which Facebook value resonates most with your team and why?
Focus on impact: Impact is hardwired into our DNA in Product Growth. Building communities in a positive, meaningful, and measurable way is both satisfying and helps the team prioritize the most important things.
What is the best thing about being at Facebook?
The people. Every day I get to learn from and connect the world with some of the best and brightest in the industry. It makes me feel incredibly lucky to have this opportunity.
What's the best piece of advice you can give someone looking to join Facebook?
Focus on the outcomes and impact. People do their best when they are focused on the goals and where they want to be. One of the bigger pieces to do this is building relationships and trust to get the impact you want from making product changes. We work with many functions across the product teams: Product Management, Data Science, Engineering, Design, etc. It's important you are able to build and maintain those relationships by being your authentic self and always assuming positive intent.
Explore an exciting career at Facebook
The Product Growth team is data driven and results focused. We're seeking talented professionals who thrive at the intersection of data, product, engineering, and marketing. View open roles here!
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