Sascha Hartmann

About Sascha Hartmann

I build and run the programs that make Meta\'s advertising ecosystem grow. As Senior Manager in Strategy & Operations, I own a $200M+ portfolio of advertiser and agency incentive programs. I\'m pioneering how AI transforms the way StratOps teams operate.My team designs, launches, and operates financial programs that reach tens of thousands of advertisers and agencies globally. The portfolio spans advertiser rewards, funded testing, brand measurement, agency performance programs, education benefits, and partner solutions, all integrated into Meta\'s CRM, Ads Manager, and go-to-market surfaces in close partnership with Product Management and Software Engineering.What I focus on- Portfolio strategy across 10+ programs, balancing budget allocation, ROI measurement and optimization, and cross-functional go-to-market execution - Strategy & operations at the intersection of Product, Engineering, Data Science, Sales, and Finance, translating business goals into program design and product requirements - Incentive design: eligibility modeling, AI-powered targeting, payout optimization, and experiment-driven measurement, built in partnership with PM and SWE teams - AI-native program management: using AI as a core collaborator for program design, portfolio analysis, data infrastructure, and operational tooling. Leading my team\'s AI adoption through structured sprints, hands-on mentoring, and clear guardrails for responsible use - Team leadership: building and developing program leads who own individual benefits end-to-end across the full strategy-to-execution lifecycleI\'m particularly interested in how AI reshapes the work of strategy and operations teams. My team actively prototypes AI-driven tooling (budget management, automated reporting, knowledge systems) and I\'ve built personal workflows where AI functions as a second brain for portfolio management, meeting prep, stakeholder communication, and decision-making. I believe the next generation of StratOps leaders will be defined by how effectively they integrate AI into their operating model.Earlier at Meta, I spent five years in the advertising partnerships and gaming ecosystem across APAC and EMEA, leading teams in advertiser strategy, product adoption, and platform growth from Singapore, Dublin, and Berlin.I\'m selectively open to conversations about senior Strategy & Operations, Program or AdTech leadership roles, particularly where there\'s a mandate to build AI-native operating models at scale. Feel free to connect or reach out directly.

Experience

1. Senior Manager, Monetization Incentives Strategy, Planning & Operations

   Meta

   Oct 2024 — Present · NY, US

   Own strategy and operations for Meta\'s portfolio of scaled advertiser and agency incentive programs, managing $200M+ in annual budget across 10+ programs that drive advertising product adoption and incremental revenue. Operate within Strategy, Planning & Operations, partnering closely with Product Management, Software Engineering, Data Science, Sales, Finance, and Marketing.Portfolio & Strategy:• Direct portfolio includes Ad Rewards, Test Recommendations, Brand Lift, Agency Rewards, Education, Partner Solutions, Shops Ads and Business AI adoption• Own portfolio-level budget allocation, incentive design frameworks, and ROI measurement methodology across all programs• Design eligibility models, AI-powered targeting, and payout structures in partnership with PM and Engineering; influence product roadmap for incentive-related features in CRM and Ads ManagerProduct & Cross-functional:• Drive product requirements for incentive infrastructure with SWE and PM partners• Direct GTM strategy, incl. Sales Enablement and Marketing where incentives are surfaced through Meta\'s CRM, sales tools, and external advertiser platforms• Lead experiment design and measurement strategy with Data Science, including A/B testing, holdout methodology, and incremental revenue attributionAI-Native Operations:• Pioneered AI-native operating model for the team: use AI as a core collaborator for portfolio analysis, program design, stakeholder communication, and decision-making• Created the team\'s AI Usage Guide establishing clear guardrails with the framing that personal AI productivity is table stakes; impact at scale is what matters• Mentor direct reports on AI adoption through hands-on demos, shared workflows, and curated learning resources• Actively prototype AI-driven operational tooling: budget management systems, knowledge management, automated meeting intelligence, and data pipeline monitoring

Education

• Hochschule Fresenius

  Diploma, Media Management

  2004 — 2008

Skills

• Casual Games
• Mobile Strategy
• Iphone
• Game Design
• Mobile Devices
• Mobile Applications
• Mobile Marketing
• Digital Media
• Game Development
• Social Games
• User Experience
• Online Marketing
• Online Gaming
• User Acquisition
• Product Management
• User Interface Design
• Strategic Partnerships
• Monetization
• Mobile Games
• Ios