B2B Social Media

Enabling advertisers to launch & connect with their customers through planning, building, optimizing and reporting on campaigns.

A large proportion of revenue in this organization is through advertising products - with over 50 different ad formats that advertisers can choose from. Every week, over 1.6M users visit these advertiser experiences.

My role at this organization was two fold: 

• Senior Researcher

  • Lead research for the advertiser experience (UI & API)

  • Advocate for advertisers & brands needs in product decisions

  • Build research partnerships across engineering, product, design, product marketing, sales

  • Lead research in advertiser integrity - a space that had not worked with researchers in the past

• Manager, User Research

  • Manage & grow a research team to support customer surfaces & foundations

  • Support individual career development through feedback, goal setting & identifying growth opportunities

  • Prioritize research needs to ensure team is continually able to inspire, influence & impact 

  • Identify and support process & technology improvements to set up research team for success

Role Impact

• Refreshed recruitment process for core ads, conducted 100+ interviews for researchers (intern, IC, director) leading to the hiring of four IC researchers & director of revenue research

• Created design sprint culture at Twitter, including enabling training, providing guidance and  presenting to Twitter CEO & executive group

• Built impact and influence to give research a stronger POV and equal representation in product decision making

• Created team norms including formal and informal opportunities to collaborate and build relationships (e.g. First Friday Fun)

• Generated research to support organizational strategy decisions and product decisions