Meta Connect is the company's annual main-stage moment: a two-day developer conference where AI, mixed reality, and wearables converge to signal where computing is headed. In 2024, the stakes were higher than ever: the unveiling of Orion (Meta's first true AR glasses prototype), the launch of Quest 3S (bringing mixed reality to a lower price point), and sweeping Meta AI upgrades that put artificial intelligence at the center of the entire product ecosystem. The challenge wasn't just covering announcements: it was translating a vision of the future into content that felt immediate, accessible, and shareable after the stage was over.

As Director of Strategy, I led the strategic planning and creative operations for @Meta's social presence across the entire Connect moment. I owned the day-to-day strategic thinking: drafting the initial communications plan, pressure-testing concepts with the client, orchestrating internal workflows across creative pods, and ensuring every piece of content laddered back to our core objectives.

Over a two-month campaign window, we delivered 57 pieces of content that drove 12.52M in total reach, 229.1K engagements, and over 329K in channel growth. We surpassed year-to-date benchmarks and turning a developer conference into a mainstream conversation about what's next.