Cody Bay

Define the outer edges. AI needs to understand spectrums, not just pass/fail. Outcome: more nuanced scoring; reduced over-flagging of acceptable content.

Add context awareness. Figma layer traversal and contextual input fields enabled the tool to understand the UI and product context. Outcome: more actionable analysis and feedback.

Build the knowledge base as reusable infrastructure. A Figma plugin is one tool; a knowledge base powers many. Outcome: the same foundation now feeds multiple agentic and skill-based tools across teams.

Map the funnel. Identified every touchpoint in the path to purchase — News Feed QPs, Marketplace browse feed, PDP — and treated the incentive campaign as one connected journey, not isolated strings.

Test relentlessly. Ran 3 rounds of testing across roughly two dozen content variants, iterating with Growth on each round of results.

Question the default. Pushed back when the easy answer — first name, everywhere — started to erode the experience. Tested alternatives, including category affinities, social signals and contextual and urgency cues, against the same CTR bar.

Scale the learning. Published findings and pulled in Central Content Standards, Shops, Instagram and QP teams so the results became a reusable standard.

Data beats assumption. The team’s instinct was “more first name = more clicks.” Testing showed the opposite past a point, and revealed which other personalization signals actually worked.

Content is a funnel-wide lever. Small copy shifts compounded across touchpoints — feed, QP, PDP cart — rather than living or dying on one screen.

The best wins are the ones that scale. Turning a single campaign’s learnings into cross-team personalization standards created more lasting value than the campaign metrics alone.

Audit. Conducted a comprehensive analysis of young-adult-focused competitor apps, identified the tonal qualities that feel “low-key” and presented recommendations for how the Facebook app could adjust, including adding a missing “Playful” tonal register.

Validate. Partnered with UXR on research validating the Playful tone hypothesis. Crafted content variants, delivered briefs and translated findings into strategy and guidance, including establishing important tone guardrails for responsible execution.

Align. Shaped executive narratives for design review, supported by a clear implementation plan. Successfully aligned core leads and Head of Facebook on the cross-functional persona shift.

Implement. Shipped and operationalized guidance through peer education and training sessions. Integrated into Brand Scorecard heuristics and AI canonical documentation.

Research the promise. Ran a competitive teardown of how grocery, food delivery and retail delivery services communicate timing and guarantees to users, building the framework that informed Marketplace’s 24-hour delivery promise.

Architect the flow. Drafted content for 60+ screens spanning the full buyer and seller journey — onboarding, delivery status, notifications and edge cases — owning stakeholder reviews end to end.

Partner across companies. Worked directly with DoorDash on seller onboarding comms and real-time delivery notifications, while leading multiple rounds of privacy and legal review, including negotiating a policy exception that unblocked the pilot.

Chart the unhappy paths. Mapped edge cases and delivery issues, wrote the buyer and seller comms to handle them and built Help Center articles so users had a place to go when something went wrong.