Monitor performance with precision
View results by ad or by creator — with ROAS, CTR, and purchase metrics tracked across every partnership. Full visibility into what’s working, and who’s driving it.
Meta Partnership
My role
Enable the power of Instagram’s ad network for influencer marketers.
As the lead designer on a team that included two engineers and one product manager, we collaborated closely with the Instagram team at Meta to develop private API endpoints. My main role was to create workflows that maintained our core value proposition for influencer marketers while integrating a new user group—Paid Media teams—into the platform.
Jan - June 2025
The creator economy is the fastest-growing sector in marketing. Even the Cannes Lions introduced a dedicated category to spotlight work led by creators and their communities. Platforms like Instagram and Meta have responded with features like Partnership Ads, designed to tap into this shift. At Superfiliate, a SaaS tool for streamlining brand-creator workflows, Partnership Ads opened a huge opportunity for a new revenue stream.
While ads weren’t our initial focus, being in this space means navigating the realities of Partner Tech. Paid media typically operates outside our core user base of influencer marketers, but when brands move millions through creators, the opportunity is clear: build product for the paid media teams and influencer marketers to collaborate — with access to private APIs from the biggest player in the creator economy.
Projected market size to Superfiliate in the next 12–24 months
$50M+
Ad Spend volume of campaigns flowing
$10M+
ARR in SaaS revenue from brands adopting this feature
We launched a fully integrated Ad Suite for paid media teams to activate ads through creators at scale, collaborate with their influencer marketing team, and kept security a priority.
Create and launch with clarity
Build Partnership Ads in a streamlined flow. Select authenticated creators, choose the handle order, and craft ad content in minutes.
Manage and optimize with ease
Navigate campaigns, ad sets, and ads in one place. Duplicate, edit, and adjust delivery with speed. All with real-time performance data at your fingertips.
Manage partnerships, effortlessly
Invite creators with a one-click Instagram link. See which accounts are active, pending, or inactive — and scale successful partnerships with confidence.
Key challenges
New End Users. Our target users were not typical users of our platform.
Cross-Team Functionality. Coordination between Paid Media and Marketing teams.
Trust in Spending. Must convey the same level of confidence as Meta’s Ads Manager.
Private APIs with Uncertainty. Added an element of ambiguity to the process.
Tight Deadline Constraints. Less than six months to deliver the solution.
Rigid Design System. Limited flexibility required constant trade-offs between UX and implementation.
How I Approached the Workflow
Onboarding a New End-User Profile
With tight timelines and little prior knowledge of our new user—Paid Media teams—our discovery process had to be focused and strategic. I drafted the initial proto-persona using insights from competitor landing pages and testimonials from peers in paid media. What these users valued in other tools offered clues to what we could build.
Key activities
- Competitive benchmarking
- Analyzing mental models from Meta Ads Manager
- Paid Media Persona
- Jobs to Be Done
Aligning Cross-Team Workflows
While influencer marketers and paid media teams managed different tasks, their shared goal is clear: drive ad performance. By mapping detailed user stories for each role, I uncovered where workflows intersect—revealing opportunities to design a cohesive experience that naturally aligns with broader influencer marketing lifecycle.
Key activities
- Interviewed paid media buyers and influencer marketers
- Mapped end-to-end user stories
- Identified integration points with the existing app
Building Trust in a High-Stakes Interface
When managing millions in ad spend, trust is essential. I partnered with engineering to audit the Meta Ads ecosystem and map which fields their API exposed, while interviewing brands to understand which inputs mattered most. This dual approach helped us prioritize what to surface in the creation flow—ensuring reliability, clarity, and a navigation experience teams could trust.
Key activities
- Audited Meta's patterns for clarity and consistency
- Partnered with engineering to analyze API capabilities
- Ran a field-level audit with brand partners to identify must-haves
Turning Heads in the Industry
While revenue impact remained confidential, the external response told its own story. From Meta spotlights to media coverage, the launch marked a turning point—not just for the product but also for how Superfiliate showed up in the market. We weren’t just building features. We were building visibility, credibility, and long-term trust.
“I Quit My Dream Job Working for Steve Case. Then He Invested in My Startup”
Superfiliate co-founders Anders Bill and Andy Cloyd funded their influencer marketing platform by tapping some former bosses for capital.
