The CEO’s Guide to Marketing: Episode with Meta’s CMO Alex Schultz

Release Date: July 16, 2025

Host: Seth Matlins, Managing Director of the Forbes CMO Network
Guest: Alex Schultz, Chief Marketing Officer and Vice President of Analytics at Meta

1. Introduction: Setting the Stage

In this insightful episode of The CEO’s Guide to Marketing, host Seth Matlins engages in a profound discussion with Alex Schultz, Meta’s CMO and VP of Analytics. The conversation delves into the evolving landscape of marketing, questioning traditional paradigms and exploring future trends.

2. The Case Against Performance Marketing

Seth initiates the dialogue by referencing Alex’s provocative LinkedIn post titled “Can We Please Kill Performance Marketing?” This sparks a debate on the relevance and effectiveness of performance marketing in today’s digital age.

Seth Matlins [00:00]:
"You recently wrote a post on LinkedIn... Can we please kill performance marketing?"

Alex Schultz [01:03]:
"I love the perspective that it's time to kill it. Tell us why."

Alex reflects on the origins of performance marketing, attributing its nomenclature to pioneers like Google and Facebook, but emphasizes the need to evolve beyond it.

3. The Complexity of Making Marketing Perform

The conversation transitions to the inherent challenges in ensuring marketing efforts deliver tangible results. Alex underscores that while all marketing has the potential to perform, the majority fails due to two primary factors: the difficulty of crafting effective creative content and the complexity of targeting the right audience at the optimal time.

Alex Schultz [03:02]:
"Because it's really hard. Like actually fundamentally, I think marketing is a very, very hard craft."

Seth Matlins [03:02]:
"Why do you think the vast majority of marketing doesn't perform?"

Alex Schultz [03:02]:
"Because it's really hard. Like actually fundamentally, I think marketing is a very, very hard craft."

4. Measuring Incrementality and Media Mix Modeling

Alex elucidates the concept of measuring the incremental impact of marketing channels, advocating for a holistic approach that assesses contributions across the entire marketing funnel. He discusses the intricacies of media mix modeling, emphasizing the importance of multivariate testing to understand the synergistic effects of different channels.

Seth Matlins [05:20]:
"Amongst the things you said in the book are that you really believe in two things... Tools evolve, but principles are timeless and incremental results are everything."

Alex Schultz [12:41]:
"What you do... I actually did a really complex one for WhatsApp..."

Alex explains how Meta employs sophisticated models to assign value to various marketing channels, ensuring campaigns are optimized for maximum impact.

5. The Power of Creative in Marketing

Shifting focus to creativity, Alex argues that effective creative content is paramount across all marketing channels. He cites examples of successful campaigns, such as Meta’s Super Bowl ad featuring celebrities, which seamlessly scales across multiple platforms while driving both brand awareness and direct response.

Alex Schultz [16:18]:
"Different creative concepts will perform differently across channels."

Seth Matlins [17:07]:
"But you set out, I'm assuming once you had a... a concept that scales across."

The discussion highlights the delicate balance between creativity and adaptability in diverse media environments.

6. Building a Culture that Balances Data and Creativity

Alex emphasizes the significance of fostering a collaborative culture where data-driven insights complement creative endeavors. He shares experiences from his tenure at Meta, illustrating how integrating data analysts with creative teams leads to more informed and impactful marketing strategies.

Alex Schultz [19:42]:
"Where you can bring together data people and creative people... both can be creative."

Seth Matlins [20:11]:
"We've sacrificed judgment to data and let data make decisions rather than inform decisions."

This synergy ensures that campaigns are not only innovative but also grounded in measurable outcomes.

7. Projects Beyond Measurement: The Role of Intangibles

Addressing initiatives that transcend traditional metrics, Alex discusses Meta’s sponsorship of documentaries and other creative projects. These endeavors, while not directly measurable in terms of sales, significantly enhance brand perception and engage audiences on a deeper level.

Alex Schultz [24:18]:
"Neither of those are measurable. We did videos. That was a documentary that reached the top 10 of the documentary of the videos on Netflix..."

Seth Matlins [25:13]:
"You have an intuitive belief that it had value."

Alex advocates for embracing projects that build brand equity, even when their impact isn’t immediately quantifiable.

8. The Future of AI in Marketing and Branding

Looking ahead, Alex shares his vision for AI’s transformative role in marketing. He predicts a revolution akin to previous technological shifts, where AI becomes integral in data analysis, creative processes, and strategic decision-making. Despite concerns, he believes that agencies will remain essential, leveraging AI to enhance their offerings rather than be supplanted by it.

Alex Schultz [38:44]:
"AI is a revolution and it will be a revolution for this industry."

Alex Schultz [44:11]:
"The future will look surprisingly similar to the past in a lot of ways, unless we get to the point where the bots become super intelligent..."

He underscores the timeless principles of marketing that will persist even as tools and technologies evolve.

9. Quick Q&A Highlights

In a rapid-fire segment, Seth poses a series of fill-in-the-blank questions to Alex, eliciting succinct and insightful responses that encapsulate key aspects of modern marketing.

• Marketing is fun. How would you explain marketing to the CEO that doesn't understand it?

  • Alex Schultz: "ROI."

• A brand is ephemeral. Sources of strategic advantage are data. The hardest part of being a CMO.

  • Alex Schultz: "Everyone else thinks they can do the job."

• The hardest part of being a CEO.

  • Alex Schultz: "Everyone else thinks they can do the job."

These exchanges highlight the critical balance between creative vision and data-driven accountability in leadership roles.

10. Conclusion and Final Thoughts

Wrapping up the episode, Seth and Alex reflect on the efficacy of industry gatherings like Cannes Lions, reaffirming their value in fostering meaningful business relationships and driving sales through concentrated networking.

Alex Schultz [49:52]:
"I … fought and I said, it is the most efficient week of our sales team."

Seth commends Alex for his balanced approach to integrating qualitative creativity with quantitative analysis, underscoring the importance of such synergy in contemporary marketing.

Seth Matlins [50:06]:
"You have this balance of qual and quant that one... depth of expertise in both."

Notable Quotes:

• Alex Schultz [03:02]:
  "Because it's really hard. Like actually fundamentally, I think marketing is a very, very hard craft."

• Alex Schultz [12:41]:
  "What you do... I actually did a really complex one for WhatsApp..."

• Alex Schultz [19:42]:
  "Where you can bring together data people and creative people... both can be creative."

• Alex Schultz [38:44]:
  "AI is a revolution and it will be a revolution for this industry."

• Alex Schultz [44:11]:
  "The future will look surprisingly similar to the past in a lot of ways, unless we get to the point where the bots become super intelligent..."

Final Thoughts:
This episode offers a comprehensive exploration of the challenges and opportunities in modern marketing. Alex Schultz’s expertise bridges the gap between data analytics and creative strategy, providing invaluable insights for CEOs, CMOs, and marketing professionals seeking to navigate the ever-evolving digital landscape. From questioning established norms to embracing AI’s potential, the conversation underscores the importance of adaptability, measurement, and creative excellence in driving successful marketing campaigns.