When to Structure When to Flow: Interview with Radu Acsinia — International Culture and Community Marketing Lead @Meta
Background and responsibilities
I have +17 years professional experience and I am currently leading Meta’s Culture and Community Program across FB App & Meta in the UK, Germany, India, Brazil, South Korea, Nigeria. As well as working with the US team on specific US centric projects.
In my role I have to ensure the program is running smoothly, I am setting the vision and the strategic approach, ensuring creative excellence as well as set measurement and tracking through rigorous plans in partnerships with other stakeholders.
How has structure impacted the way you work?
Structure is an important part of creative and marketing work as it helps to ensure that things are going in the right direction. It helps set the right guardrails that guide the work. Similarly through things like measurement, you all keep a close eye on how things are performing. Having a clear learning agenda helps be intentional about the things you want to further improve.
Do you use any project management methodologies in your work?
Not specifically myself but the Program Managers that are responsible for this, yes.
What value do you see in them?
It helps keep things on track and ensure that everything is heading into the direction set at the beginning of the program.
What are you thinking of improving upon?
At the moment project management is sometimes "outsourced" to Program Managers, and I think other team members need to get even closer to this.
When to structure when to flow?
There’s definitely a need for a happy balance - myself, I fall somewhere in between - I want to ensure there is plenty of flow for creativity and the best ideas are brought forward; I encourage people to question and challenge things so that the best work gets implemented; but on the other hand, I keep a close eye on delivery and measurement to make sure we are hitting the major milestones, and deliver against the main goals.
Advice on time management?
Part of it comes with experience - in knowing how long things usually take and having a clear sense of whether or not things are achievable. On the other hand, I advise anyone that does not know exactly how long things take, not to commit to timings under pressure or with the aim to impress - it never leads to good results. There is a rigid triangle between resources, time and quality for a reason, and it does not bend to any project regardless of how hard you try.
Advice on stakeholder management?
Don’t be afraid to disagree with people and take opposing views, but do it in a positive way, making sure that your point is clear, succinct and explains the benefits. Communication and sometimes over communication is key, and can bring a lot of value.