Ariana Finlayson

Inquirer
DISC Type : cd

Global Head of Social, WhatsApp for Business at Meta

Brooklyn, New York, United States

Overview

Ariana Finlayson is the Global Head of Social for WhatsApp Business at Meta, where she leads global social media strategy. Her career began in editorial before she pivoted to social media and marketing, building expertise in community engagement and brand storytelling for B2B and consumer brands. She is a Hofstra University graduate and was named one of PRSA-NYs "15 Under 35" emerging leaders.

Outside of her corporate role, Ariana has a passion for education, having served as an adjunct professor at Syracuse Universitys Newhouse NYC program for five semesters. She actively supports students, small businesses, and colleagues impacted by layoffs, demonstrating a commitment to community building and mentorship. She is also exploring an interest in UX Research.

Interesting fact: She taught a course on "Social Platforms, Processes and Perspectives" to the next generation of communications professionals as an adjunct professor.

Personality Overview

Upfront

Hard To Convince

Judgemental

They care equally about the product and its potential impact.  They don’t always try to control the conversation but neither do they like yielding it fully. They can be nudged to make faster decisions by offering what they value.

Topics They Care About

Conversational Marketing
Her current role at Meta involves leading social strategy to drive customer adoption and retention for the WhatsApp Business app and platform through conversational experiences.
Community Building
She has led community engagement for Meta's business brands and demonstrates a personal passion for supporting communities through her feed, including students and small businesses.
B2B Storytelling
Her career has centered on creating compelling narratives for business and consumer brands, evolving from traditional editorial roles to developing social media franchises based on community insights.

Media Appearances

Ariana has no verified media appearances

Work History

4-2024
Global Head of Social, WhatsApp for Business at Meta
3-2022 - 4-2024
Head of Community, Global Business Marketing at Meta
11-2019 - 3-2022
Social Marketing Lead, Global Business Marketing at Meta
10-2019 - 11-2019
Senior Vice President of Social and Influencer, Corporate and Consumer Groups at Marina Maher Communications
8-2017 - 10-2019
Vice President of Social and Influencer, Corporate and Consumer Groups at Marina Maher Communications

Education

B.A. from Hofstra University
2019 - 2019
Certificate from General Assembly

More Information

Social Presence :

Prographics :

Exp : 15 Location : Brooklyn, New York, United States Job Level : Mid-senior Designation : Global Head of Social, WhatsApp for Business at Meta
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Insights For Selling To Ariana

During A Call Or A Meeting

DO's

  • Tell them that you are there to help them create visible impact within their organization
  • Highlight the competitive differentiation of your product
  • Refer to testimonials from others in similar positions

DONT's

  • Avoid repeating yourself or making generalizations
  • Don't try too hard to get friendly, let it happen with time
  • Don’t try to be an alpha salesperson, give them equal space

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ariana is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Ariana

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Ariana move?

  • Their decision making speed is somewhere in the middle.
  • Can Ariana take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Ariana

Personality Compatibility


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