Through Meta Business Suite, Meta for Business offers powerful tools for entrepreneurs—but for busy small business owners, navigating them can be daunting. With limited access to direct support, these users needed guidance they could trust, understand, and act on quickly.

As Director of Strategy (and Program Lead), I led the development of Yours Truly, a multi-tiered evergreen content series designed to explore whether Meta's social channels could function as scalable, proactive support. I drove the strategic vision from pitch through production, managing client relationships day-to-day, leading a junior strategist, and coordinating interdisciplinary teams across design, content, and production.

The work required balancing two tensions: making technically dense product education feel emotionally intelligent, and creating a repeatable content system that could scale across Meta for Business and Instagram for Business channels. Through audience research, character development, and a distinctive voice framework, I built a creative approach that gave small business owners something Meta's existing resources hadn't—content that spoke to them like real people, not users.