Francis Foo

I started this consultancy with two former colleagues to apply what we do best - building and scaling growth systems - to help companies move faster and execute better. What began as a focus on strategic growth and operations has evolved into helping teams integrate AI and emerging technologies into their day-to-day workflows to accelerate performance. The goal is simple: build products and services that are more predictive, more personalized, and more automated. Selected work: 1. Travel : Partnered with hoteliers and property managers across Southeast Asia to increase RevPAR and market share (RGI) through AI-optimized discovery, distribution, pricing, loyalty. Higher visibility in search, smarter upselling, and stronger long-term customer retention. 2. Marketplace : Led a marketplace expansion into Hong Kong (2025), driving local partnerships and securing key regulatory approvals to enable launch (Series B) 3. Social Media : Built the go-to-market engine for a Series B social platform in Dubai, standing up sales operations, tooling, and agentic AI workflows from the ground up 4. Consumer Goods : Restructured distribution and x-APAC market (Malaysia, UAE) expansion strategy for a Singapore-based footwear startup I choose to work with founders and leaders for three reasons: - I believe in the mission and product - I’m aligned with the founders’ values and ethos - I see a meaningful opportunity to learn, about people, industries, and business models

Served as the inaugural Head of Growth and strategic advisor, hired to define and chart the foundational growth trajectory for a mobile-first, AI-led travel utility during its transition from alpha to scale. - Orchestrated a massive scale-up of Monthly Active Users, achieving a 330% total increase (4.3x growth) in under 90 days. - Architected a comprehensive Go-To-Market (GTM) and creative strategy, achieving a highly efficient CPI and managing end-to-end creator partnerships to build a sustainable top-of-funnel (TOFU) awareness & pipeline. - Defined and implemented a full-stack lifecycle marketing ecosystem, leveraging AI tools (Claude, Brevo, Zapier, and Figma) to automate multi-stage new user welcome flows, re-engagement sequences, and personalized user milestones. - Accelerated daily engagement and product stickiness, resulting in a 523% increase in DAU and a 2x increase in Day-1 retention (from 23% to 46%). - Led product marketing and the multi-channel launch of "SpotFetch," a core product feature, exceeding all engagement KPIs within the first two weeks of release - Transformed user behavior through data-driven performance marketing, driving a 217% MoM increase in average events per user

- Partnered with the CEO/Co-founder as a strategic advisor to define product strategy, GTM initiatives, and commercial operations - Led the company’s first annual business planning cycle; established OKRs, KPI reporting cadences, product roadmaps and marketing strategy to align executive priorities - Identified and launched two high-growth verticals (AI and Engineering), capturing unmet marketplace demand and expanding the platform's footprint. The AI category has become the fastest growing category on the platform - Led the global rollout of the paid mentor product, driving measurable revenue growth across global markets - Developed data-driven decision frameworks that enhanced leadership visibility and institutional accountability - Mentored the founder on executive communications and business ethics to strengthen organizational leadership

GTM (sales, marketplace) strategy and operations

Accepted into the Antler's global residency program, to further deepen my work on leveraging the power of agentic AI to help SMBs to grow.

Brought in pre-IPO by the APAC President and CRO to stand up Commercial Excellence and RevOps and accelerate growth across an $800M portfolio, 10 markets, and 1,700 reps. Delivered 10% YoY growth through GTM transformation, AI adoption, new vertical expansion, and inside sales programs. - Set and executed the strategy and governance model - sales and AI - for the commercial org. Prioritized investment in forecasting, white space detection, next-best-action, and account planning copilots — with guardrails on data access, model selection, vendor review, and human-in-the-loop checks on customer-facing work. - Built Commercial Excellence and RevOps from zero — sales strategy, annual planning, forecasting, pipeline, compensation, and target setting across 10 markets in APAC. - Launched new vertical GTM teams for Government, Packaging & Ingredients, and Ad Tech with purpose-built ICP, coverage, quota, and comp models - Rolled out white space analytics and account planning programs that redirected rep effort toward higher-yield revenue accounts - Rebuilt the sales tech stack (Salesforce, Power BI, Salesloft, Microsoft Dynamics) so AI and analytics had clean data to work from - Established joint operating rhythms across APAC — WBRs, QBRs, forecasting governance, annual planning — sharpening forecast accuracy and speeding up executive decisions - Built regional KPI frameworks and dashboards that gave leadership a single operating view and made performance accountability stick

My goal was to connect the consumer funnel (user acquisition, engagement, retention) and business funnel (monetization of user base via product, ads and partnerships) by connecting the strategy and execution across Product, Finance, Legal, Policy, Engineering, Community teams. Prioritized new markets for launch, built market-entry and strategic growth plans (short and long-term) and led go-to-market execution A sample of some cool initiatives I worked on: 1. Strategy: Built out the user community strategy and roadmap to scale growth for global markets 2. UX Research: Led the development a global initiative to better gather, understand, and triage user feedback on product (iOS and Android) across 12 priority markets. 3. Community Safety: Built, launched and managed a global user-led, AI-powered program to proactively safeguard and address issues around mod safety on Reddit

Led global product strategy and revenue systems for Meta's SMB advertising segment — 18K advertisers, 700 sellers across NA, APAC, EMEA, and LATAM. Drove 30% YoY revenue growth by pairing product operations discipline with AI-powered seller tooling. Launched and scaled Pitch Planner, Meta's first AI/ML-powered internal sales tool -- a next-best-action recommendation engine that translated advertiser signal into product actions for account managers. Drove +18% ad revenue uplift and shifted the org from intuition-led to data-led selling. - Owned a portfolio of revenue-driving product bets across the advertiser lifecycle — Cross-Border Advertising, Conversions API adoption, Creative Kickstart — unlocking incremental revenue and strengthening measurement resilience post-signal loss - Incubated a 0→1 AI product to predict creative performance for SMB advertisers; scoped with Data Science and Engineering, then made the call not to ship due to data sparsity and signal limitations - a decision that saved quarters of downstream investment - Led cross-functional product pods across Data Science, Engineering, Product Marketing, and Sales to build, test, and scale monetization products globally - Stood up experimentation and performance tracking (A/B testing, adoption metrics, causal readouts) as the default operating system for product decisions - Advised regional Sales VPs on GTM planning, product prioritization, and new growth initiatives - Recognized with Meta's Power of Partnership Global Award for driving impact at scale

Owned the Southeast Asia supply business across Singapore, Malaysia, Vietnam, and the Philippines — end-to-end lead gen, host acquisition, activation, and retention. Exceeded revenue targets by 118%+ and scaled a new regional onboarding pilot that cut time-to-market by over 50%. Built and led multi-country teams running the full host lifecycle, and partnered with Product, Data Science, Policy, and Marketing to localize Airbnb's global playbook for emerging APAC markets — some of the most regulatorily complex in the company's footprint. - Grew supply through direct host acquisition and B2B channel partnerships with hoteliers, OTAs, channel managers, and serviced apartment operators - opening new inventory channels and accelerating distribution Led regulatory strategy alongside Policy, Product, and Comms to unlock supply growth in markets where short-term rental rules were still being written - Advised major hospitality partners on pricing, occupancy, distribution, and RevPAR — positioning Airbnb as a serious revenue channel, not a side listing - Built community and engagement programs across three markets, achieving 4.9/5 host satisfaction and driving retention through grassroots leader networks - Co-created Airbnb's first Global Host Engagement Scoring model with Data Science and Product to monitor engagement at scale and flag churn risk early - Mentored and trained new hires across APAC and EMEA; two-time peer award winner Proud Airbnb alum.

Edward P. deZevallos Scholar

Consulat Général de France scholar

An esteemed academic institution that is known for admitting only the brightest, and for producing some of the world's top leaders and CEOs (e.g., Andrew Ng, the co-founder of Coursera and Google Brain)