[Case 03]
The Offsite Social Engine
Scaling GenAI Across 12+ Platforms
Lead
End-to-end
2025
Visons to launch
+27%
CTR
+18%
Increase in Engagement
The Vision
Designing for one app is a project; designing for 12 platforms across 9 organizations is an infrastructure. As the solo UX Lead for Social Marketing, I built the first-ever global bridge from onsite to offsite. My goal: move from fragmented "shouting" to a unified, predictive creative engine.
What I Build
Playbook & Toolkit
Standardization & Inclusive Guardrails
Automated Creating & Auditing
My Scope
0→1 Ecosystem Strategy
Cross-platform Experience Strategy & Design Governance.
Cross-App Coherence
300M+ Global Customers across 12+ Social Platforms (Meta, TikTok, Pinterest, etc.).
Cross-functional organizations
9+ Organizations (Prime, Fashion, Creator, etc.), Marketing PMs, Engineering, and VP/SVP Leadership.
Context
The Problem
The Silo
9 organizations (Prime, Fashion, Creator, etc.) were masters of onsite visuals, but offsite social was a fragmented "Wild West" with zero guidelines.
The Complexity
12+ platforms had conflicting marketing strategies and zero strategic guardrails for GenAI production.
The Friction
No alignment between internal creative logic and external platform algorithms, creating massive delivery bottlenecks.
The Bet
I bet that we didn't need more "ads"; we needed a Universal Experience Language. I hypothesized that by building a GenAI infrastructure that pre-empted technical friction and governed brand voice across 12 platforms, we could collapse the "Heavy Lift" for 9+ organizations, moving 30% faster while maintaining a single, unified ecosystem.
Outcome
