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May 02 2016

Inside Marketing Science with Head of Measurement, Nirali B.

By Meta Careers
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What do you do at Facebook?

I head up a measurement team across three industries: CPG (Consumer Packaged Goods), Healthcare, and Government. The measurement team at Facebook works with advertisers to understand the business impact of ad dollars spent on Facebook and Facebook's family of apps. We synthesize these learnings and bring them back to our teams internally so we can develop stronger strategies and build better products.

What is your experience in the industry and what was your path to joining Facebook?

I joined Facebook in 2014, prior I was heading up the digital measurement and insights department at The Clorox Company. It was a fulfilling experience that allowed me to bring my statistics and MBA education to transform 100 year-old brands in the digital age. When Facebook reached out it presented a great opportunity to bring my expertise in media measurement and passion for change management to a broader set of advertisers and challenges. It has been a gratifying experience so far and as we say, the journey is 1% finished.

What is unique or motivating about the work you do at Facebook?

Facebook’s culture, mission and leadership are the main motivating factors for me. Our mission of making the world more open and connected is inspiring. Our culture of being bold and moving fast are ingrained in every action taken by our leadership team and they demonstrate their relentless focus to our mission. While most companies have mission statements, very few actually live and breathe it every day the way we do at Facebook and that is energizing. Lastly, on a personal note, as I became a mother, I wanted to ensure I worked in an industry and environment that would make my daughter proud of me. This continues to be my driving force to stay relevant and make a difference to making a better world for her.
“ "As I became a mother, I wanted to ensure that I worked in an industry and environment that would make my daughter proud of me."”

What does your day to day work look like?

My team focuses on understanding how Facebook's family of apps and services are driving business outcomes for advertisers and what the return is for ads on Facebook and Instagram. In doing so, we work to understand the areas of Facebook and Instagram that are driving value and which areas we can improve so we can internally build stronger products. My day to day is spent training my team and consulting advertisers on how to evolve their measurement solutions for mobile while bringing the measurement proven results internally to Facebook product teams to build smarter strategies and products.

Of Facebook's core values (Move Fast, Focus on Impact, Build Social Value, Be Open, Be Bold), which really resonates with your team?

The one value I feel we strongly practice is Focus on Impact. So while effort is important and essential, what we value is the impact and it's true for professional achievement and in our interaction with advertisers.

What is something that most people don't know about your team?

Facebook is unique in being a strength-based company, which means we recognize and appreciate people’s strengths and want to engage people more in areas of strength. A ‘strength’ is not necessarily what someone is good at, but is something that energizes that person. People on my team have similar work expectations, partnering with top advertisers to consult on measurement, but every individual brings unique strengths to the partnerships. We've brought together these individual strengths and business needs to develop a highly synergistic and productive team that depend on each other and succeed together. For example, there are some people on the team who get energized by public speaking and love getting in front of big audiences, while others prefer coaching or mentoring in small group settings. We have been able to tap into these differences in strengths to maximize learning and impact.
Interested in joining the Marketing Science team at Facebook? We're hiring! Learn more about the Marketing Science team and opportunities.

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