Rachel Bucalo

Meta, Global Retail

A $15B category plan, and the five-year business case

Planned and executed Meta's Global Retail category acceleration team's $15B plan, driving ad revenue growth across omnichannel, pure e-commerce and brand during the most volatile and competitive time the company had seen.

Secured a strong position in social and commerce against a forecasted $6B revenue gap, with alignment from VP-level stakeholders and cross-functional partners.

• Led Global Retail Hyperloop, the bi-annual inbound and outbound process that synthesized sales and customer feedback into roadmap influence and global-to-local education.
• Crafted the vertical's five-year plan aligning big bets and requirements, resulting in a newly formed Vertical Product & Engineering team.

Mudflap, Founding PMM

Learning trucking from the cab out

Founding PMM, building zero-to-one go-to-market for Mudflap's fuel app and fuel card, across paid acquisition, lifecycle and the driver-community channels. Stood up first employee testing program and customer research arm that fed straight back into the product roadmap.

Contributed to $1B of year-over-year GMV growth and 2x revenue.

Mudflap, Founding PMM

Reaching a customer who decides mid-route

Paid marketing, lifecycle collaboration and user-journey mapping, plus owned content built for the places drivers already are.

dunnhumby, 84.51°

Where the instinct came from

dunnhumby put the customer at the center of every decision, and Kroger's loyalty data made real behavioral segmentation possible — shopping habits, price sensitivity, lifestyle, store dimensions. That became the foundation of every campaign I built afterward.

Start from behavior, not from the brief.

Meta, Advantage+

Advantage+ Shopping Campaigns

Co-led the launch of the largest e-commerce ads product Meta had shipped since 2018 — sales materials, a published global meta-analysis on ROI and CPA, and the press narrative for an automation product advertisers were wary of.

100% neutral-to-positive coverage from AdAge, AdWeek and global publications.

Meta, Retail Solutions

Twenty bundles the sales team could actually sell

Built end-to-end GTM for Retail Jobs to Be Done — over 20 bundles, roughly 30 products, across every stage of the funnel — including a first-of-its-kind curbside and BOPIS product for advertisers during the pandemic.

Meta, Creator Solutions

Creators for retail, before retail bought creators

Created the first retail creator strategy and pitch — a map of Meta's influencer and creator solutions from micro to macro, and the argument for retailers to move budget onto the platform.

Gave a global sales team a category no one had pitched before.

Facebook, Mid-Market Retail

A team of 13, and how I ran it

A team spanning new grads to experienced hires needed different things from me, so I ran situational leadership rather than one management style — coaching, career support, and a different cadence per person.

13

Direct reports coached through performance, promotion and career moves

93%+

Quarterly Pulse score from those reports, against an 81% company average

150+

New hires trained as the team's CRM, measurement and prioritization expert

Meta, Global Retail

Getting 300 executives in one room, and something out of it

Organized a Vertical Global Summit uniting over 300 executives to work through the challenges facing retail, e-commerce and CPG — best practices, roadmap influence, and strategy workshops.

The summit produced additional headcount and an entirely new vertical product team.

• Built and ran Retail Education Day for around 50 account managers, cross-functional partners and partner managers — full project management and event operations.
• Generated $20M in incremental revenue from client engagements at ShopTalk 2019.
• Pioneered the revenue gap-to-goal process for account management, then worked with engineering and product to build it into tooling and dashboards for the wider org.

Meta, Store Ads

Taking $450M of product off the board

Led the sunsetting of several critical ad products under macroenvironmental and regulatory pressure — full risk analysis, a C-suite comms plan, and proactive one-to-one conversations with every affected sales team and client globally.

$450M redirected to alternative solutions, and the PMM deprecation playbook I wrote won an award from the VP of PMM for its scaled impact.

• The playbook outlived the deprecation. It became the standing process for how the org retires a product without losing the customer.

DoorDash, Dasher Financial

Proving Dashers would save, then building it

Led the zero-to-one savings product for Dashers — sizing the opportunity, running the tests that established product-market fit, and taking it from a $40 savings challenge to a real roadmap item.

Secured over $2M for national deployment and further tests.

DoorDash, Dasher Financial

Finding the next financial product for Dashers

Planned and led Dasher Financial's New Bets strategy — sizing secured credit cards, cash advances, banking features and savings, then running the acquisition, card-transaction and supply tests that showed which incentives actually moved deliveries and spend.

Analytics and recommendations delivered to VPs across functions, off competitive analysis, platform behavioral data and customer feedback.

DoorDash, DashPass

Household Sharing, without cannibalizing the membership

Scaled go-to-market for Household Sharing, a strategic DashPass benefit, across in-app, lifecycle, push and feed — positioning it as added member value rather than a cheaper way in.

Kroger

Targeted media at grocery scale

Delivered Kroger's annual targeted media plans with a focus on retention campaigns and loyal households, then reported uplift, coupon redemption and survey feedback back to Kroger monthly.

$1.5B+ ROI generated, with the fuel and convenience mailer adding millions in incremental annual revenue.

Kroger

Three campaigns, three behaviors

Hackathon

A small-business credit product, built in a hackathon

To work beyond my core role I joined several company hackathons. With an engineer, a designer and a product manager, we built a small-business ad product offering cash advances or ad credits against a business score.

Selected for company investment, and awarded two internal prizes.

Consulting

Consulting and community

Marketing consulting for over 100 small businesses and creators — SEO, website design, paid search and social, and creator partnerships.