I'm a product marketing manager at Facebook. What does Facebook want?
Paragon One导师Amy Lee
Keywords.: Facebook, product marketing, investment banking, international student recruitment, MIT, Facebook want talent
"There are things you can't always anticipate when you're making choices. With every step I take, I learn something about a new industry, a new line of work, new skills, or I meet new types of people."
Q: Can you introduce yourself? Describe the challenges you face in your current job and in your job.
A: My name is Amy and I'm a product marketing manager in Facebook's advertising department. Our team is working with companies that want to run ads on Facebook, and we need to understand their business challenges and how they want to use Facebook ads to solve them. My product marketing team needs to understand what the advertiser's biggest advertising needs are and then develop our optimal development plan.
Once we have different solutions for advertisers, we also need to be responsible for putting these new products on the market. We have to make sure that advertisers are made aware of what our solutions are and how to achieve optimal results, especially by letting advertisers know how we intend to solve the problems they face.
Q: What does your usual daily job at Facebook look like?
A: At Facebook, every day is different. I think every day is a little different, but a day's work can generally be divided into two core parts. One is to determine advertisers' existing challenges, what their past experiences are, and how we can make them better. We're going to create cases where Facebook can better solve problems for advertisers, and we're going to be ready to promote the products we've already done. Simply put, it's about planning for product delivery, creating the right communication and marketing materials, meeting with our advertising/sales team to discuss our new products, meeting with customers to learn about their business models, how their marketing ads work on Facebook, and how they run at our competitors.
Q: How did you become a product manager in Facebook's advertising department?
A: When I applied to college, I wanted students, and I was very interested in science. In my final year of high school, I realized that I might not want to spend all day in the lab, so I needed to find new points of interest. For a while I suddenly became interested in international business. I loved traveling, though I didn't know what business meant at the time, but it was fun. So I started looking at international business or international economics at various universities. Then economics became a major that I spent a lot of time studying.
Finally, I took a double degree in economics and finance at the Massachusetts Institute of Technology. It's a natural career development for me to go to Wall Street because all the banks come to campus to hire interns. Investment banks have plenty of opportunities to sell and trade stocks and bonds. In my soda summer vacation, I interned in the sales and trading department of a Wall Street bank, but the idea of sales and trading didn't suit me very well. So in my so high school, I went back to school and continued to look for opportunities at other banks that were recruiting on campus.
I later found a position in Citigroup's municipal investment banking division.I worked there for four years. As with all investment banks, I am very busy and work long hours every day. So after four years, I'm going to change my job. I joined an e-commerce startup founded by a friend. He sells balls on the Internet. It's a completely different pace of life for me, but it's making me more and more interested in the Internet. E-commerce has suddenly become very popular. I've been there for a while, but it's just a small company and I want to be more systematic in the Internet industry. I started looking for headhunters.
I want to get more experience in online advertising, or online marketing, but I don't have much background in this area. So I applied for a continuing vocational education program in digital marketing at New York University and obtained a certificate.
I started talking to more companies and got a chance to work on an online advertising network. They need itSomeone helps the operations team track the total daily ad sales profit from different advertisers. This position requires a high degree of analytical skills and is very familiar with excelIn order to help them clear the focus of their work, and I happen to have a financial background, but also have a strong interest in Internet advertising. The combination turned out to be beneficial to both sides.
I worked there for a few more years and I started looking forward to more challenging jobs, so I quit my job and traveled for a while. When I came back, Facebook was looking for someone to do something similar and needed to work with their online advertising team. So I went to Facebook to work.
Q: What is product marketing?
A: I think product marketing means different things to different products, even among different teams within Facebook. My team is specifically responsible for advertising, and the marketing we need to do is focused on two areas. One is to understand the customer's needs through in-house research and try to provide a solution, which is then optimized. The second is external marketing, which means that you need to push the program into the market, understand how it is being received, and continue to study itWhat should the second version of the product look like?
I actually entered the industry in a very interesting way. When I first joined Facebook, I had done a lot of similar work on the advertising teams of other advertising companies. The team I first joined was the overall advertising sales force.So I did some advertising sales. I work directly with advertisers to help businesses understand what types of advertising products we offer and help them understand what solutions best meet what they want to achieve.
We face changes in our work and are constantly looking for new opportunities. I've been focusing on direct responses from advertisers and e-commerce advertisers for a long time. Advertisers want to sell online, run ads on Facebook, and then direct people to their websites to buy. I started looking for opportunities outside of advertising and sales teams, and I found that our team had the opportunity to build a product that would meet both e-commerce advertising and direct-impact advertisers. It builds on my previous experience dealing directly with customers and then further integrates all similar advertisers to understand their needs and identify what we can do for them next.
I didn't really start my job with the question, "I want to do marketing, where should I work?" "More often than not, I'm just helping advertisers create products that are moving in the right direction. Part of the job now is to understand what products we should create next. I like it very much. At the end of the day, our job is to solve problems for advertisers and provide ways for them to achieve their business goals faster. I think it's interesting.
Q: YesFor international students, what are the benefits of exploring the possibilities of various occupations before deciding on a career direction?
A: I think it's a good idea. I think the pressure of my career path comes from my father's opinion on how to choose a major. He believes that no matter what major I choose in college, it will determine my life and career for decades to come. Not only does this put me under a lot of pressure, but I also think it's unrealistic. How do you know what different industries will look like in 10 to 20 years? When I started college, there was nothing on Facebook. Social media is not something worth considering either. Online advertising may also be just beginning to show up on Google. Now, it's the fastest growing advertising sector.When you make a choice, you can't predict everything. Every step I take, I learn new industries, new ways of working, new skills, or meet new people.
Q: Have you interviewed or hired international students? How are they doing?
A: In the team I worked for on Facebook,Only a few international students will make it through to the final stage of application。 We did hire someone, which is a particularly suitable position. We always want to find the best person to enrich our team.People now attach great importance to the diversity of their employees. We believe that diverse employees are an important factor in achieving the best team outcomes.
Diversity at all levels is very important, regardless of gender, race, international or any other background. We appreciate diversity because we don't want everyone on a team to think the same way. In addition, we want to make sure that the people involved in our team are the best.You have to do well, you have to prove that you have done your homework. You need to know that the job depends on how well you know the material, how well you prepare for the interview, and whether your resume is relevant to the position. That's who we need.Having a diverse team is one of the most important and our goals.It is also very important to prepare carefully and do your homework well.
Q: How do you define an interview candidate in a certain oneGood performance in the field?
A: Performance I mean experience. Past work experience can indicate whether he or she is suitable for the job. In recent years, in the team recruitment I've been involved in, we've generally needed people with intermediate work experience, so you need to have some experience related to the position you're applying for. Otherwise, you'll need to do a lot of homework to make up for the fact that you may be inexperienced.
Some of the most embarrassing things I come across are people who have speaking to me who want to send me their resumes right away, but they have no idea what to do. It's a little awkward to say. If you really don't know what the job is, I don't want you to waste your time applying because it makes me think the person applied for the job too early, but he wasn't well prepared. That person may need to do a lot of research, which will be very helpful. Please note that if you apply for a job, you may compete with many other applicants. Those who understand what the job needs to do and do a lot of homework have a big advantage over those who are un prepared.
I suggest that the best way is to communicate more with people in the relevant fields in advance. Talk to people on your network, and with people who work in similar industries. Before the interview, be sure to find out what some of the terms in the job description mean. During the interview, you have to prove that you are the best person the team is looking for.
Q: Have you ever hired an entry-level position on Facebook?
A: Most of the people we need have work experience. When I used to work with the ad sales team and the ad network, we hired sales planners to help organize sales proposals that were available to our customers. Think about it, the job of the sales team is to work with different advertisers and different businesses to help them understand why our products enable them to achieve their marketing goals. Such a job requires experience in selling things to experienced industry professionals. You need to have some experience, but there are many ways to accumulate introductory experience. Graduates who have worked with these salespeopes are able to provide a complete set of research and data behind the scenes and help us tell our customers why the solutions we offer are useful and help them plan.
Q: What questions do you ask when interviewing a candidate to help you decide that this person is what Facebook needs?
A: There are two things that matter most to me: how well the candidate communicates, and whether the candidate wants to work for our company more than his rival.I am responsible for the advertising delivery system and the operation of this platform. So if a candidate wants to join our team, they should also know how the system works. In addition, they need to be able to use simple terms to describe how this complex system operates. I usually ask:How do you explain our advertising platform to your grandmother?? "This can test whether they understand how the system works, or whether they can explain our system in simple enough language to a foreigner who doesn't understand advertising at all."
Sometimes we are lucky enough to work in this company. We are very much in the market, which also brings us a lot of job seekers. Do they apply to our company because it's a hot company, or do they really believe in our mission and what we're trying to accomplish? I'll dig deep into that. I want them to tell me what the rational reason for applying for our team's job and Facebook's work is. I wonder if it's just a shallow motivation or if they're really interested in what we're trying to achieve as a team and as a company.
Q:How can the best intern get a long-term job at an internship company?
A: IWe've been looking for great interns. Do you just wait for instructions, or do you take the initiative to do something that is ultimately valuable to the team? That's what I think is the main determining factor.
Q: YouWhat mistakes do you think college students have when looking for a job?
A: YesOne thing I noticed wasYou can do your homework in advance to find out where you're really interested, and then pursue it。 You can look for opportunities from companies that come to the campus to recruit, or you can go straight to them and find them. This is much more effective than going directly to a campus job interview. Just go to the interview, and then a few words must just walk through the field.
In the first case, you do your homework ahead of time, which seems like you're very focused and shows why you're the best person for the position. The second situation makes you quite passive, you're just going to interview any company that might come to campus to recruit, and you probably don't know anything about what the company is doing, and you don't know if the position they're hiring is comparable to yours.
I do remember people getting tangled up because they didn't know what they were interested in doing, and then they went to interviews at a lot of different companies to figure out what their interests were. It's a waste of time for them or for companies that come to campus to recruit. Because companies want to fill up as quickly as possible, they don't want someone who doesn't do their homework or doesn't know what the job is. For students, there should be a better way to gather information about different career routes without taking up interview places, because someone might really need the job.
Before you go to the interview, be prepared to do your homework outside the interview cycle, and learn about the basics of a particular area and the specific tasks and actual work of certain positions through gossip or conversations looking for information.
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