Dan Toffey
Director, Meta Culture Lab @Meta
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WORK HISTORY
Director, Meta Culture Lab @Meta
San Francisco, CA, US
Expanded the Meta Culture Lab\'s mandate from Instagram to operate horizontally across Meta\'s full portfolio—including FB consumers and creators, Meta AI, and cross-functional partners in growth and the central AI product org. As a core strategic engine within Meta\'s Marketing Insights & Analytics organization, I lead an interdisciplinary team of researchers and cultural strategists to maintain Meta\'s cultural relevance through forward-looking product strategy and innovative marketing.Key Impact & Outcomes:• Business Impact: Guide over $500M in annual media spend across Meta\'s portfolio. Partnered horizontally across highest-priority business initiatives to drive measurable growth, achieving stat-sig lifts in consideration (+3.8pp), intent to join (+6.1pp), and brand preference by harmonizing audience and creative strategies.• Product Incubation: Incubated angle-changing product features, including Notes, that successfully drove sessions and time spent among key demographics, while strengthening core experiences like content ranking algorithms and expression tools.• AI Transformation: Leading the Lab\'s evolution into an AI-native research organization through the development of AI agents, shared research knowledge bases, and scalable infrastructure, enabling the function to operate at unprecedented scope and speed.• Evolving Marketing Craft: Rearchitected campaign development from episodic to persistent, always-on marketing strategies. Grew monetizable time spent globally by directly guiding the creative responsible for 96% of IG direct response growth conversions.
EDUCATION
Reed College
Bachelor of Arts - BA, Political Science and Government
SKILLS
ABOUT DAN TOFFEY
I am a curious, outcomes-oriented leader specializing in Consumer Insights and Cultural Strategy. Over my 14+ year tenure at Instagram and Meta, I have bootstrapped the Meta Culture Lab into a core strategic engine that influences over $500M in annual media spend. My expertise spans community management, product marketing, research, and product development, allowing me to bridge the gap between deep consumer insights and tangible business outcomes. Today, I leverage this experience—supercharged by AI tools—to help teams precisely diagnose user problems, uncover and reinforce our products\' unique value propositions, and creatively communicate them. Noteworthy contributions include:• Driving Business Impact: Guide over $500M in annual media spend, successfully growing preference and mindshare among priority demographics, in key global markets.• Future-Proofing Products: Drove deeper engagement and monetizable time-spent through improving core experiences (content ranking; creation) and incubating new angle-changing features.• Evolving Research Craft: Pioneered observational research at scale, developing methodologies used by thousands of employees to understand key audiences deeply.I am driven by the perpetual opportunity to learn, grow, and evolve my craft at a massive scale, thriving in agile, risk-tolerant, and future-focused environments.
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