Ray-Ban Meta smart glasses represented a new category — wearable tech that doesn't sacrifice style — but launching it required more than traditional product marketing. It demanded a unified social strategy that could speak authentically across multiple platforms, audiences, and agency partners.

As Director of Strategy (and Program Lead), I led the strategic vision and methodology for the account, recognizing the opportunity to shift perception from skepticism to curiosity. My role encompassed foundational research to uncover insights about wearable tech adoption, shepherding cross-disciplinary teams through creative concepting, ensuring cross-agency alignment, and directing the process — from strategy development through content production and channel operations.

The work included launching YouTube and TikTok from scratch while reimagining Instagram and Threads, balancing two iconic brand voices, and creating a flexible playbook for agency partners across the U.S., U.K., Canada, and Italy. Over 18 months, the work transformed smart glasses from a niche curiosity into an everyday accessory, earning 155M+ views and 545% Instagram growth.