Menlo Park, California, United States
Business Messaging Monetization/Click to WhatsApp Advertisement
Business Messaging Growth
Small Business and Products Growth
Pages Growth
Contributed to Meta’s Ads Monetization team by building features to help grow Click to WhatsApp Ads revenue, which was generating $1.5B as per public quarterly earnings report. Leveraged data-driven experimentation (A/B testing, funnel analysis) to identify growth opportunities and influence product roadmap decisions.
Delivered cross-functional features such as linking WhatsApp numbers to Instagram/Facebook profiles, enhancing top of the funnel for generating more Click to WhatsApp Ads revenue.
Executed full-stack development using ReactJS, mobile frameworks, data pipelines, graph databases, GraphQL, and PHP; also supported ML model training through label preparation.
Created Click to WhatsApp Ads for the Instagram Reels surface, opening a new revenue stream by enabling direct business engagement within Reels. Developed an insights dashboard to track ads performance, conducted privacy/integrity/data reviews, and executed a phased production rollout.
Won top-fixer award in Meta’s org-level Fixathon for outstanding issue resolution impact and cross-system bug fixes.