Over a seven-year engagement, Freedman has supported Meta across multiple teams and brands, including WhatsApp, Instagram, Quest, Wearable products and Meta corporate, delivering global campaigns that require cultural precision, brand control and operational coordination at scale.
During this period, Meta has evolved rapidly: launching new platforms, redefining brand identities and operating under sustained public scrutiny. This period also coincided with significant commercial expansion. Since 2020, Meta more than doubled revenue from $70 billion to $189 billion, while expanding its global user base to over 3.4 billion daily active users. As the organisation scaled and shifted strategic focus toward AI, machine learning and new product categories, the operational demands on global marketing delivery increased accordingly with higher campaign volumes, stakeholder complexity expanded, and delivery risk intensified.
Across Meta’s ecosystem, global campaigns carry layered exposure:
High asset volumes released simultaneously across markets
Fixed launch dates and media deadlines
Multi-layered stakeholder approvals creating delay or rework risk
Cultural or linguistic missteps in highly sensitive Policy & Public Affairs communications
Inconsistent application of newly evolving brand systems
At this scale, minor inconsistencies could escalate into reputational, regulatory or internal confidence issues
Freedman took ownership of global campaign delivery for 10+ teams across the Meta ecosystem, sitting between HQ stakeholders, creative teams and local markets to stabilise execution, manage risk and maintain consistency under sustained volume and scrutiny.
Instead of operating campaign-by-campaign, we maintained delivery control as Meta’s portfolio evolved.
For complex launches, we coordinate stakeholders, timelines and local execution, absorbing operational friction so strategic teams remain focused on message and positioning rather than execution management.
We review concepts, scripts, language and executions for cultural sensitivity and potential misinterpretation, identifying risks before assets reach the market.
We manage the adaptation and production of large asset volumes across digital, social, OLV, audio, print, OOH, DOOH and TV, maintaining quality control across simultaneous global releases. Our work with Meta averages 1,000+ assets a month covering up to 64 markets in total.
We control transcreation accuracy and linguistic integrity across markets, ensuring messaging maintains clarity, empathy and compliance at local level. This is particularly critical across youth, wellbeing and Public Affairs communications where tone directly affects credibility.
As brand systems evolved, we maintained visual and verbal coherence across adapted assets, preventing drift while guidelines are still forming.
We structured the approval processes across internal and external stakeholders, clarifying decision ownership and escalation routes to reduce rework and timeline pressure.
This operational stability was maintained during a period where Meta more than doubled revenue and expanded its global user base significantly.
Meta has retained strategic control while reducing execution volatility.
Delivery has become more predictable across brands and markets, even as scale, sensitivity and stakeholder complexity increased. This predictability supported marketing operations during a period of accelerated commercial growth and strategic shift into AI-driven and emerging product categories.
Freedman’s role shifted from project support to sustained operational control within global campaign delivery.
When campaign volume and scrutiny rise simultaneously, it is execution control that becomes the constraint, not creative ambition.
This engagement demonstrates how owning delivery governance gives campaign assurance, scalability and protects brand credibility.
Marketing Manager
Public Affairs
