Meta Product Content Operations (Threads Launch)

Written By Martin Vega

95% new user impact

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49% DAU uplift

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Cross-functional leadership

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95% new user impact | 49% DAU uplift | Cross-functional leadership |

The Challenge

During the critical launch phase of Threads, Meta needed to populate a brand-new platform with high-quality, safe, and engaging content immediately upon user entry. The challenge was to architect a "Cold Start" content experience that would hook users instantly, despite having zero historical data and a tight 5-day timeline to vet thousands of potential creators across 20 distinct verticals.

My Approach

  • Rapid Ecosystem Analysis: Audited the existing creator landscape in LATAM to identify high-potential verticals (gaming, music, lifestyle) that would drive immediate retention.

  • Strategic Sourcing: Developed a rigorous vetting framework to select 113 "best-in-class" creators who aligned with brand safety guidelines and viral potential, ensuring a diverse mix of content from day one.

  • Data-Backed Stress Testing: Executed the "Country Blast" stress test during live sporting events (Chile vs. Colombia), using real-time user behavior data to validate content effectiveness before global rollout.

  • Cross-Functional Agility: Served as the operational bridge between Product, Engineering, and Partnerships, translating broad engagement goals into specific, actionable content sourcing mandates.

Impact & Results

  • Defined the First Impression: Curated the initial content experience for 95% of the global new user base, directly influencing early retention metrics.

  • Validated Engagement Models: The "Country Blast" campaign drove a 49% increase in Daily Active Users (DAU) in target markets and a 3x lift in user-generated content, proving the viability of event-based content triggers.

  • Standardized Vetting Workflows: Established the "Gold Standard" for creator vetting that was subsequently adopted for global expansion, reducing brand safety risks while maximizing engagement.

  • Accelerated Launch Velocity: Delivered a fully vetted, high-impact creator cohort in under 5 days—60% faster than the standard timeline—enabling the product team to meet aggressive launch targets.

Key Competencies Demonstrated

Data-driven Strategy Launch Operations Creator Ecosystem Analysis Crisis Management Cross-Functional Leadership Strategic Sourcing Zero-to-One Ecosystem Strategy

Martin Vega
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