This page summarizes publicly shareable contributions and initiatives led or co-developed by Nate Lorenzen during his tenure at Meta from 2013 through 2019. Internal documentation and proprietary materials are excluded.
Sales and revenue impact
- Maintained average sales attainment above 100% over approximately six years
- Supported more than 30 major clients
- Contributed to over $250 million in revenue
Commerce and advertising innovation
- Co-developed advanced audience design approaches, including nested lookalikes and MECE-based targeting frameworks
- Contributed to early Dynamic Ads playbooks following product launch
- Designed ad-building templates that drove triple-digit growth for select advertisers
- Built revenue dashboards and benchmarking systems for the eCommerce vertical
Measurement and incrementality
- Co-designed new lift testing paradigms focused on faster read times and cost efficiency
- Built lift-informed expansion models integrating incremental results into bidding and budget decisions
- Pioneered the use of Reach & Frequency buying to reduce CPMs during key retail periods
- Among the first teams to apply Brand Lift studies to direct-response campaigns
Product adoption and vertical initiatives
- Built and launched OwnTheFeed, accelerating adoption of vertical video formats across advertisers
- Drove early adoption of signal resiliency initiatives, including automatic matching at scale
- Designed full-funnel models combining objective-led and audience-led approaches
AI and internal education
- Created and executed AI 4U & I (2018), an internal AI-focused conference. Unofficially the first AI conference for Meta.
- Led the initiative from concept to execution in approximately two months
- The program drove internal education, adoption, and career development for participating leaders