#97: Meta CMO & VP of Analytics Alex Schultz

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Soul & Science: Fast Forward Your Marketing Mind

Mekanism and Jason Harris

138 episodes

1 day ago

Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science). From legacy brands to emerging disruptors, we delve into the insights, culture, and vision behind the most successful brand stories.

Soul & Science is a Mekanism podcast produced by Maggie Boles, Ryan Tillotson, and Lily Jablonski. The show is edited by Daniel Ferreira, with theme music by Kyle Merritt.

Brought to you by Mekanism.

All content for Soul & Science: Fast Forward Your Marketing Mind is the property of Mekanism and Jason Harris and is served directly from their servers with no modification, redirects, or rehosting. The podcast is not affiliated with or endorsed by Podjoint in any way.

#97: Meta CMO & VP of Analytics Alex Schultz | Measuring the Unmeasurable

Soul & Science: Fast Forward Your Marketing Mind

47 minutes

1 month ago

#97: Meta CMO & VP of Analytics Alex Schultz | Measuring the Unmeasurable

What you can measure drives growth, but what you can’t often drives breakthroughs.

Alex Schultz, Chief Marketing Officer and VP of Analytics at Meta (and author of the upcoming book Click Here), joins Jason Harris to unpack the soul and science behind decisions that move billions of people: the rebrand from Facebook to Meta, launching Threads to 400M MAU, the retention curve that signaled Ray-Ban Meta glasses were a hit, and why a great creative brief is the beating heart of iconic work.

Key Takeaways:
✅ Retention is the clearest signal of product-market fit—and the metric that decides whether to scale
✅ Separate goals from metrics to avoid chasing numbers at the expense of strategy
✅ Measure the measurable with rigor to earn credibility for the initiatives you can’t perfectly track
✅ AI will transform marketing in three ways: making current work cheaper, unlocking previously uneconomical tactics, and enabling entirely new formats

Memorable Moments:
💡 “The decision to change the brand was science. Everything else was art.”
💡 “We couldn’t test the Meta rebrand—we had to keep it secret.”
💡 “A metric can never perfectly describe a goal.”
💡 “Incrementality is everything. If I do something, I want it to make a difference.”

Brought to you by Mekanism.