Emerging Channels Lead, Reality Labs

Reality Labs is building the future of human connection through augmented reality, virtual reality, and wearable devices including Ray-Ban Meta smart glasses, Meta Quest headsets, and spatial computing experiences. The Reality Labs Marketing team is responsible for driving awareness, consideration, and adoption of these groundbreaking products across a rapidly evolving media landscape.

We are seeking an Emerging Channels Lead to identify, develop, and scale new marketing channels that reach consumers where they are discovering and engaging with next-generation technology. In this role, you will pioneer go-to-market strategies across nascent and high-growth media environments, partnering closely with product marketing, media, creative, and growth teams to ensure Reality Labs products break through in channels that define the future of consumer engagement.

Emerging Channels Lead, Reality Labs Responsibilities:

Develop and maintain an emerging channels stage-gate framework (pilot proof early scalesteady state), including criteria for advancement, iteration, or termination

Build and prioritize an emerging channels portfolio roadmap aligned to the company's business objectives, translating whitespace opportunities into structured hypotheses, test plans, and sequenced investments

Create decision-ready business cases for new channel investments, including ROI modeling, payback scenarios, risks, and phased resource proposals

Design and implement rigorous experimentation and measurement in partnership with Analytics, Data Science, and Finance, including incrementality methodology, KPIs, and customer experience guardrails

Lead cross-functional execution of pilots and early-scale initiatives, including creative strategy, audience approach, vendor/platform selection, operational readiness, and launch management

Partner with media agencies, platform partners, and internal growth marketing teams to negotiate and execute first-to-market channel activations across creator ecosystems, immersive platforms, and new digital touchpoints

Establish lightweight operating mechanisms that accelerate scale, iterate, and stop decisions, and create transition playbooks for validated channels that preserve measurement integrity during handoff to steady-state owners

Communicate progress, trade-offs, and strategic recommendations to marketing leadership through clear, data-backed written narratives and executive-ready updates

Coach peers and cross-functional partners on emerging channel best practices, scaling new capabilities across the broader marketing organization

Minimum Qualifications:

8+ years in growth marketing, performance marketing, or channel strategy roles, with a focus on identifying, testing, and scaling emerging or non-traditional channels

Proven track record of launching new marketing channels or tactics from initial concept through validation to early growth, ideally in consumer technology, wearables, or hardware categories

Skilled at navigating ambiguous environments, shaping structured strategies and operating mechanisms from unclear problem statements

Ability to design experiments and incremental measurement approaches, interpret outcomes, and use performance data to optimize channel investments

Demonstrated capability in building ROI frameworks, scenario modeling, and evaluating investment trade-offs in partnership with Finance and Analytics Experience leading cross-functional execution in a matrixed, influence-driven model, aligning product, media, creative, and agency partners around a shared strategy

Adept at communicating complex channel strategies, performance insights, and recommendations to leadership through clear written narratives and data-backed analysis

Preferred Qualifications:

Experience marketing consumer technology, wearables, AR, VR, or spatial computing products to mainstream audiences, with experience applying acquisition and conversion dynamics to inform channel strategy

Experience using AI-powered tools to accelerate marketing analysis, channel research, or campaign planning workflow

Familiarity with novel measurement approaches for low-signal or offline channels (e.g., direct mail, podcasts, SMS), including customer experience design and consent/compliance considerations

Experience building channel strategies within creator-driven, immersive, or platform-native media environments where established playbooks don't exist and require original thinking to establish

Demonstrated ability to integrate AI tools to optimize/redesign workflows and drive measurable impact (e.g., efficiency gains, quality improvements)
Demonstrated ongoing AI skill development (e.g., prompt/context engineering, agent orchestration) and staying current with emerging AI technologies

Collaborative history with Product and Engineering teams to enhance tracking, attribution, and measurement infrastructure

Experience adhering to and implementing responsible, ethical AI practices (e.g., risk assessment, bias mitigation, quality and accuracy reviews)
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