Tom Emrich
Senior Manager at Meta
San Francisco, California
Overview
Work Experience
Author - "The Next Dimension"
2023 - Current
Authored "The Next Dimension: How to Use Augmented Reality For Business Growth In The Era of Spatial Computing" published by Wiley. The book is available in hardcover, eBook, and Audiobook at Amazon, Target, Barnes & Noble, Bookshop.org, Spotify, and Apple Books. KEY ACHIEVEMENTS • Featured in Forbes, recognized as “a timely, comprehensive guide for leaders adopting AR as a transformative tool." • Achieved #1 New Release in Advertising and Computers & Technology book categories on Amazon, driving significant early readership and industry recognition. • Selected as a Top Pick of 2024 by Bookshop.org, underscoring its relevance in the evolving AR and spatial computing landscape. • Recognized as an official SXSW 2025 Book, featured in the SXSW bookstore and selected for an exclusive reading session, elevating visibility among tech and creative leaders. NOTABLE PROJECTS • Partnered with EyeJack to create an interactive AR cover experience using Niantic 8th Wall WebAR technology. • Developed a GPT-based AI assistant using OpenAI to enhance reader engagement and extend book insights.
Senior Manager, Product Management - Horizon OS Developer Platform
2024 - 2025
Led a team of product managers focused on growing the Meta Horizon OS developer ecosystem. The team helped developers build great mixed reality experiences for Meta Quest by investing in the tools, education, and monetization support they need to succeed, driving adoption, engagement, and business impact across the platform. KEY ACHIEVEMENTS • Built and scaled a high-performing product team, defining the vision, charter, and operating model to support a rapidly growing developer ecosystem. • Developed and executed a strategic roadmap for developer success—spanning education, support, and content distribution—to accelerate adoption, engagement, and retention with measurable impact. • Provided strategic leadership and oversight for key initiatives that increased website traffic, app submissions, and tool adoption, strengthening the Horizon OS ecosystem. NOTABLE PROJECTS • Directed strategic initiatives for the Meta Horizon Store expansion, supporting its launch to all developers, including 2D app developers (announced at Connect 2024). • Guided the launch of the redesigned Developer Center, driving enhancements in navigation, content quality, and onboarding. • Provided coaching and input on real-time analytics, benchmarking, and alerting, enabling developers to make data-driven decisions.
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.
Director of Product Management, Augmented Reality Platforms
2023 - 2024
Led Niantic’s AR platform strategy across WebAR, Unity SDK, and AR Ads, driving developer adoption, cross-platform expansion, and new revenue streams. Partnered with engineering, business development, and marketing to scale the developer ecosystem, accelerate monetization, and shape the future of AR experiences on mobile and wearables. KEY ACHIEVEMENTS • Launched AR Ads from 0 to 1, bringing in top brands like LUNCHABLES and establishing AR ads as a new revenue stream. • Expanded the AR developer ecosystem, increasing commercial use by major brands and feature adoption by various-size gaming companies. • Defined the strategy for Niantic’s next-gen game engine, enabling 3D and AR browser-based content. • Enabled Niantic’s AR on headsets, supporting Apple Vision Pro and Magic Leap. • Enhanced flagship games, integrating AR features to boost engagement and monetization. NOTABLE PROJECTS • Set the strategic direction for Lightship ARDK, leading the launch of Multiplayer VPS and Object Detection. • Drove vision and priorities for GenAI-powered AR tools, guiding OpenAI and InWorld AI integrations for WebAR. • Provided oversight for AR Snapshot in Pokémon GO, introducing interactive multi-Pokémon photography.
Director of Product Management, 8th Wall WebAR Platform
2022 - 2023
Led product strategy for 8th Wall, the industry’s leading WebAR platform, driving developer adoption, monetization, and cross-platform growth. Spearheaded innovation and ecosystem expansion, reinforcing Niantic’s leadership in web-based AR. Partnered cross-functionally to advance WebAR capabilities and unlock new revenue opportunities. KEY ACHIEVEMENTS • Scaled the WebAR developer ecosystem, driving significant growth in active developers and increasing commercial adoption. • Architected a monetization strategy for WebAR, unlocking new revenue streams and business models that expanded platform profitability. • Spearheaded cross-platform adoption, extending WebAR capabilities to MR devices including Meta Quest 3 and Meta Quest Pro. • Redefined in-game advertising with Rewarded AR Ads, leading the strategy behind its launch with Circle K as the pilot partner. NOTABLE PROJECTS • Provided strategic direction for the launch of new features such as hand tracking, sky segmentation, absolute scale, and visual positioning system (VPS) to enhance browser-based AR experiences. • Championed Niantic’s first mixed reality initiative, securing alignment across teams to launch Wol, a GenAI-powered WebAR project for Meta Quest Pro which won a Webby Award. • Steered 8th Wall’s e-commerce expansion, enabling sales to bundle product features and unlock new revenue opportunities in a high-growth sector.
Niantic develops reality platforms that focus on mapping and security for current and future AR hardware generations.
Raised $770,000,000.00 from ID8 Investments, Pure Imagination Brands and Coatue.
Board Member
2021 - 2024
Served as a board member for the IAB Augmented Reality Board, working with industry leaders to advance AR standards, drive innovation, and establish best practices for AR advertising and measurement. NOTABLE PROJECTS • Co-developed the AR ROI Creative Showcase Report, highlighting measurable marketing impact through case studies and actionable insights. • Contributed to the first industry-wide AR Measurement Guidelines, establishing standardized metrics for AR ad performance and effectiveness.
Interactive Advertising Bureau empowers media and marketing industries to thrive in the digital economy.
VP of Product
2019 - 2022
Early hire at 8th Wall, instrumental in scaling it from startup to industry leader and driving its acquisition by Niantic in 2022. Built and led a cross-functional team of product managers, designers, and marketers. Defined product and GTM strategy, launching industry-first innovations and a new business model. Spearheaded the transition to a subscription-based revenue model, fueling developer growth and record-breaking revenue. KEY ACHIEVEMENTS • Scaled the WebAR developer ecosystem, driving exponential growth in active developers and adoption. • Architected and launched a high-growth subscription model, unlocking new revenue streams and accelerating business expansion. • Expanded platform capabilities, powering 100,000+ WebAR experiences with brands like Nike, Sony Pictures, and Burger King. • Positioned 8th Wall as an industry leader, securing Fast Company’s “World’s Most Innovative Companies” recognition. NOTABLE PROJECTS • Set the vision for WebAR developer tools, leading the launch of Cloud Editor IDE to streamline WebAR adoption. • Drove platform innovation, advancing computer vision capabilities with real-time face tracking and marker-based AR. • Championed embedded AR adoption, enabling brands to integrate immersive WebAR experiences seamlessly. • Pioneered a cross-platform deployment strategy, launching a build-once-deploy everywhere capability for desktop, mobile, and VR headsets.
8th Wall is a cross-platform development solution for building AR experiences that run on the mobile web and iOS/Android applications.
Raised $10,400,000.00 from Sparkland Capital, Norwest Venture Partners, Shasta Ventures and The Venture Reality Fund/VRF.
Advisor
2019 - 2022
Served as an advisor to eyecandylab, a pioneering company specializing in computer-vision software that leverages video as a trigger for augmented reality experiences on mobile devices and AR glasses. eyecandylab was acquired by Accedo In February 2023.
eyecandylab is bringing augmented reality to video content to allow co-viewing, instant commerce or interactive advertisments.
Raised $1,570,000.00 from LG Technology Ventures, Band of Angels and Berkeley Angel Network.
Board Member
2017 - 2021
Served as a board member of AugmentedReality.org, the nonprofit behind AWE, contributing to its mission to advance AR and inspire widespread adoption through the world’s leading spatial computing event series and community.
Mentor
2019 - 2020
Contributed as a mentor for RLab, the nation’s first city-funded VR and AR innovation center, guiding early-stage companies in strategy, growth, and resource connections.
RLab is a hub for virtual and augmented reality, spatial computing, and future interfaces.
Advisor
2019 - 2020
Transitioned from partner to advisor and mentor at Super Ventures, providing strategic guidance and support to early-stage startups in augmented reality.
Partner
2016 - 2019
Founding partner of Super Ventures, the first early-stage fund dedicated to augmented reality (AR), leveraging my in-depth expertise and extensive ecosystem relationships to selectively invest in promising companies. The funds focus was on enhancing perception, situational awareness, and empowering action—essentially creating computer-mediated "superpowers" through AR to unleash human potential. KEY INVESTMENTS • 6D.ai (acquired by Niantic): Developed advanced AR technology that created 3D maps of the world in real-time for augmented reality applications. • Forcite (acquired by GoPro): Innovated smart motorcycle helmets equipped with integrated cameras and communication systems for enhanced rider safety and experience. • Gravity Sketch: A 3D design platform enabling designers to create and collaborate in a virtual environment. • Quantum Capture: Specialized in creating lifelike virtual humans for immersive AR and VR experiences. • Nitero: Developed low-latency, high-bandwidth wireless solutions for virtual reality devices, enabling untethered VR experiences. • Cognitive 3D: Provided analytics and insights for AR and VR applications, helping developers understand user interactions within immersive environments.
Early-stage fund dedicated to augmented reality
Mentor
2019 - 2020
Contributed as a mentor for The WXR Fund, supporting early-stage companies with significant female leadership that are building solutions for the next wave of computing.