Project Context

You are an Account Executive at Meta managing a top-50 retail advertiser that plans to shift $8M of Q4 holiday media spend into a new Meta campaign strategy built around Advantage+ shopping campaigns, Reels, and Conversions API. The client wants the program live before Black Friday, but the critical implementation work sits with teams that do not report to you: the advertiser's eCommerce engineering team, their creative agency, Meta Solutions Engineering, and Meta Marketing Science.

The project matters because the client has told Meta they will reallocate up to 25% of holiday budget to another platform if launch readiness slips. You have 10 weeks to coordinate a cross-functional launch across roughly 18 people, with no direct authority over any delivery team.

Key Stakeholders

The CMO wants aggressive revenue growth and public proof that Meta can drive incremental sales. The client's VP of Engineering is already committed to a site migration and can only spare 2 engineers part-time for Conversions API work. The creative agency wants more time to produce Reels-first assets. Meta's Solutions Engineer is supporting 6 accounts and has limited implementation bandwidth. Meta Marketing Science wants a clean measurement design before approving the test plan.

Constraints

• Timeline: 10 weeks to go live before Black Friday
• Budget at risk: $8M Q4 spend, with $2M contingent on launch timing
• Engineering capacity: 2 client engineers at 50% allocation
• Creative requirement: 24 net-new Reels assets and 6 static variants
• Measurement dependency: Conversions API event match quality must reach at least 7.5/10 before launch

Complications

1. The client's site migration is scheduled for Week 6 and could break pixel and Conversions API event mapping.
2. The creative agency says it cannot deliver all Reels assets until one week before launch.
3. The CMO is pushing for a full national rollout, while Marketing Science recommends a phased test to protect measurement quality.

Deliverables

1. Build a 10-week execution plan with milestones, owners, and dependency management.
2. Propose how you will influence teams outside your reporting line to hit launch readiness.
3. Recommend trade-offs if engineering or creative deliverables slip.
4. Define launch success metrics, go/no-go criteria, and a rollback plan.
5. Identify the top risks and how you would escalate them.