Missie L.

Product Expertise : Live video ads, Click to Messaging ads * Launched a robust GTM plan for Live shopping solutions addressing TikTok’s competition, including creating positioning and sales enablement collateral to steal share, as well as first-ever external event grounding Meta’s strong position in our priority markets across 1700+ attendees, contributing to 2x yearly revenue growth. Influenced roadmap on product quality and performance to address market feedback. * Co-shaped expansion strategy and influenced net-new investments to enter creator strategic whitespace.

Product Expertise : Automation Solutions and Advantage+ Shopping Campaigns, Catalog Product Video ads, Shop ads * Led eCommerce GTM strategy and advertiser inbounds globally for an early-stage creative product - Catalog Product Video ads. Addressed tests feedback and drove PMF through segmentation approach. Identified GTM gaps and partnered with cross-functional teams to develop initiatives, generated $x billion in its first year post-launch where success was shared in 2024Q3 Meta earning’s call. * Led change management of our hero automation product, Advantage+ Shopping Campaigns for APAC. Focused on landing value props and sales enablement collateral to support launch, conducted inbounds on advertiser performance and scalability pain points to influence roadmaps.

Product Expertise : Reels ads, Brand and Video solutions, Partnership ads(Creator ads), Instagram Creator Marketplace * 1st PMM to launch robust GTM for Reels ads in APAC to drive quality adoption with liquidity strategy and creatives best practices. Led adoption globally for consecutive halves. Conducted inbounds(market needs, competitive positioning, advertiser segmentation) on video catalog formats to influence product roadmap and GTM prioritisation for Catalog product videos for eComm vertical. * Led complex rebrand GTM efforts for Partnership ads that were later scaled to global. Turned around adoption with 3X yearly revenue growth for APAC, a region long fraught with low PMF. Became the 2nd largest region for Partnership ads after US. * Identified strategic whitespace of Reels+Partnership ads, facilitated cross-pod collaboration globally to land PMF and drive incremental adoption. * Built investment case for 2024 intl. expansion strategy and informed localised product roadmap for IG Creator Marketplace. Identified targeted segments and led GTM strategy, created positioning and sales enablement collateral to support launch. Resulted in 25K+ onboarded brands and creators and generated $xxx million in its first quarter post-launch.

Product Expertise : Dynamic ads, Collaborative ads, Lead ads, App ads, Conversion API, Offline solutions * Founding member supporting SMB business in APAC. Led GTM strategies and activations of 10+ established and early-growth Commerce products. * Designed structural(basic to advanced) modules and introduced customer lifecycle marketing narrative for Dynamic ads, generated 60% yearly adoption growth. * [2018-2024] Led GTM strategies and activation for Collaborative ads for APAC, representing 90% of adoption globally and generating $1B revenue annually.

As Senior Brand Marketing Manager at Tencent’s Mobile Internet Group, I led strategic market analysis and go-to-market planning for new bet initiatives under the Mobile Internet Group: Dingdang AI Voice Assistant, QQ Browser Ads, and the overall internationalization strategies. My work involved shaping tailored marketing strategies for diverse product categories and user segments, each with unique adoption barriers and competitive pressures. I collaborated closely with product and engineering teams to influence roadmaps using actionable insights from live market testing. These experiences sharpened my ability to navigate product marketing across complex domains, drive measurable market expansion, and scale positioning strategies globally. The depth and breadth of this role—spanning AI, advertising technology, and developer platforms—mirror the cross-functional agility, analytical rigor, and regionally-adaptable storytelling Meta expects of its Product Marketing Managers. My proven success in translating strategic marketing vision into commercial impact across varied markets makes me exceptionally qualified to take on this U.S. assignment for Instagram for Business.

3 years of result-oriented performance in brand and P&L management, product strategy, and cross-functional leadership for the largest category of homecare & household care for Unilever. Proven track record of driving growth through strategic marketing initiatives, product innovation, consumer insights, and creative storytelling. Adept at developing and executing cross-channel campaigns that enhanced brand equity and successfully regained no.1 market share.

Rotated across multiple marketing & sales functions for Lancôme to facilitate cross-functional collaboration and design omni-channel integrated marketing plans for the premium whitening line and seasonal makeup collections. Overachieved sales target by 320% with product positioning localisation and effective marketing strategies, and improved customer retention through personalized CRM strategies.