Sam Saliba
Strategy and Integrated Marketing Services at PTW
San Francisco Bay Area
Overview
Work Experience
VP, Marketing & Product Strategy
2024 - Current
Incubating and launching DUBS, a new iOS/Android social messaging app for consumers—helping players find better people to connect with through smarter matchmaking and community-building. - Report directly to the CEO, leading a 30-person cross-functional team across product, marketing, and engineering to bring DUBS from concept to market. - Define brand identity, positioning, and creative direction, leveraging deep user insights and market trends to ensure product-market fit. - Lead all go-to-market efforts, driving user acquisition, engagement, and monetization strategies to fuel adoption, retention, and long-term growth. - Spearhead “Marketing-as-a-Service” frameworks, driving sustainable growth and innovation across the company portfolio. - Establish and track data-driven KPIs, refining campaigns and iterating in real-time based on analytics, user feedback, and community engagement. - Collaborate with executive leadership, ensuring DUBS aligns with Side Inc’s broader vision while operating as a startup within the company.
Founder / Marketing Advisor
2023
LFG Industries is a boutique marketing consulting and advisory firm that specializes in helping select clients—including early-stage startups—achieve their marketing goals through innovative strategies. - Grew consultancy practice from zero to 6 clients, advising consumer tech, generative AI, and mobile companies on go-to-market strategy, brand positioning, and campaign planning. - Served as a Startup Advisor, guiding founders and leadership teams at companies like Ubisoft, Lift Data AI, and PlanetPlay in best practices, growth initiatives, and investor-facing pitch materials. - Delivered go-to-market plans, strategic case studies, positioning, and brand identity playbooks to establish market presence in gaming, Web3, and emerging tech sectors. - Expertise in brand strategy, campaign planning, creative development, influencer marketing, and social media—quoted in The Wall Street Journal, The New York Times, and The Washington Post.
VP, Head of Marketing
2021 - 2023
Activision Blizzard was acquired by Microsoft in October 2023 for $75.4 billion. As VP, Head of Marketing for the Overwatch franchise I oversaw global marketing. - Exceeded forecast and KPIs by 130% by leading integrated launch of Overwatch 2 game, which resulted in #1 trending on Twitter, YouTube, TikTok, Twitch, and Google Search, and drove over 50 million active users and $XXX million in revenue. Presented launch plans to 17,000 employees. - Grew marketing agency partnerships by 250%, onboarded and partnered with 5 agencies to bring creative vision to life, resulting in a Silver Clio award. - Accelerated social and digital marketing growth, including launching a new TikTok channel that generated 13.6 billion impressions and increased positive sentiment, followers, and revenue. - Increased unaided brand awareness from 0.1% to 12% among target audience of Gen Z. - Built and grew the team by 750%, helping to restructure and improve efficiency and alignment.
Activision Blizzard creates interactive gaming and entertainment experiences.
Raised $975,000,000.00 from Berkshire Hathaway.
Global Brand Marketing Lead, Instagram
2018 - 2021
- Managed a team of integrated and brand marketers to deliver best-in-class campaign launches. - Led global outbound marketing for Instagram Reels, reaching 90%+ of U.S. teens and young adults and delivering hundreds of millions of impressions across on-platform video, audio, and display campaigns. - Partnered with 130+ social influencers for real-time, creator-led film activations, enhancing platform engagement and brand relevance. - Developed thousands of performance-optimized creative assets, informed by machine learning insights, to acquire key target audiences worldwide. - Provided oversight on Instagram’s global brand architecture and naming strategy, to ensure cross-portfolio consistency.
Global Product Marketing Lead, Facebook
2016 - 2018
- Managed a team of product marketers to deliver best-in-class GTM and product launches. - Launched Messenger Kids, surpassing 1M downloads in the first week and achieving 7M monthly active users by 2020. - Led Facebook’s best-performing in-product promotion to date, achieving a +11% engagement rate and fueling growth and retention. - Led a crisis response and brand repositioning strategy by partnering with Wieden+Kennedy on an insights-driven campaign, restoring consumer trust and shifting perception post-Cambridge Analytica.
Meta is a social technology company that enables people to connect, find communities, and grow businesses.
Raised $25,607,817,488.00 from ValueAct Capital.
Global Marketing Lead, Google Play
2015 - 2016
- Developed and launched Google Play: Game On, a branded content YouTube series featuring top gaming influencers, driving engagement both online and at live events. - Partnered with top mobile developers worldwide to integrate their apps into high-impact consumer marketing programs, amplifying visibility and adoption on Google Play. - Advised developers on best practices for user acquisition, retention, and monetization, ensuring seamless alignment with Google Play’s ecosystem and promotional initiatives.
Head of Integrated Marketing, Android & Hardware
2014 - 2015
- Led media strategy and execution for Android’s first-ever consumer brand campaign, overseeing TV, out-of-home, online, and experiential placements to maximize reach and impact. - Partnered with Google Creative Lab to develop and execute campaign creative, ensuring seamless alignment between brand storytelling and media activation. - Drove awareness and adoption of Android and Google mobile devices across key markets, integrating go-to-market strategy with brand positioning. - Executed a comprehensive social strategy, delivering 10.5% growth in total social audience (from 14.2M to 15.7M) and significantly increasing engagement across all major platforms.
Head of Brand and Consumer Marketing, Google Search
2011 - 2014
- Led the development and execution of marketing campaigns that resulted in Google being named Brand of the Year and Ad of the Year (by Ace Metrix) with Google’s highest ranked ad of all time. - Increased consumer usage of the world’s largest search app, Google, by 22% in overall awareness and 15% in mobile search queries, by creating a cross-channel campaign that highlighted rational search features wrapped with powerful emotion. - Drove a 300%+ increase in video views, a 47% increase in site visitors, and 100's of positive press articles for Year in Search, achieving the highest impact year in its history. - Launched Search Stories, achieving a 5% NPS shift via a multi-million dollar ad campaign that yielded 200M impressions at a $.06 CPV and a One Show Interactive Bronze Pencil award. - Achieved a 36% average lift in Voice Search traffic attributable to marketing, by leading the development and execution of a comprehensive multi-faceted launch campaign for Voice Search. - Initiated patent invention disclosure process for Voice Activated Offers, earning an internal award.
Google is a multinational corporation that specializes in Internet-related services and organizes the world’s information.
Raised $26,100,000.00 from Angel Investors LP, Kleiner Perkins, Signatures Capital, Sequoia Capital, Arnold Schwarzenegger, Shaquille O'Neal, Henry Kissinger, Google and Tiger Woods.