Project Background

Meta's Global Business Group is preparing a 10-week pilot for a large retail advertiser to activate a new omnichannel campaign workflow using Advantage+ shopping campaigns, Meta Pixel, and Conversions API. The goal is to prove incremental performance before the advertiser's back-to-school budget is committed. You are the Account Executive coordinating the launch across Meta sales, solutions engineering, measurement, product marketing, and the client's media, analytics, and legal teams.

The working team includes 11 people: 1 Account Executive (you), 1 Client Partner, 2 Solutions Engineers, 1 Measurement Partner, 1 Creative Strategist, 1 Product Marketing Manager, 2 client-side media leads, 1 client analytics lead, and 1 client legal reviewer. Leadership wants the pilot live in 6 weeks because the advertiser's CFO will finalize Q3 budget allocation immediately after the pilot readout.

Key Stakeholders

The client CMO wants a fast launch and visible ROAS improvement. The client's legal team is concerned about data-sharing language for Conversions API. Meta's Measurement Partner wants clean test design and sufficient event quality before launch. The Solutions Engineering team is already supporting two other enterprise implementations and cannot absorb major scope expansion.

Constraints

• Timeline: 6 weeks to launch, 10-week pilot, executive readout in Week 17
• Budget: $1.8M pilot media spend; no incremental Meta headcount
• Technical dependency: Conversions API signal quality must reach 80% match quality before launch
• Creative dependency: only 12 net-new assets can be produced before launch
• Market scope: pilot limited to US and Canada across 3 product categories

Complications

1. The client's legal review for Conversions API terms is already running 10 business days behind.
2. The client is pushing to add Reels inventory and a fourth product category mid-plan, but engineering says this would add at least 2 extra weeks.
3. The sales VP has informally told the client this pilot could become a Q3 global template if results are strong.

Your Task

1. Build a cross-functional execution plan from kickoff through pilot readout.
2. Define launch criteria, owners, and decision points for scope trade-offs.
3. Propose how you would manage the legal delay and midstream scope pressure.
4. Identify the top risks, mitigations, and escalation triggers.
5. Define success metrics for launch readiness and pilot performance.