Whether you’re an early adopter or a skeptic of the metaverse and the technology enabling people to experience it—chances are it’s on your mind. And if you’re curious about where the metaverse is heading, there’s no better person to hear from than Brian Irving.

In his conversation with Jesse, Brian discusses how his distinctive combination of curiosity and a desire to do well by others led him down a marketing career path; why he thinks it's important for marketing leaders to have an appreciation of both craft and collaboration; how he balances an innate curiosity with the need to drive focus and pragmatism; the foundations of trust and respect that he believes the team at Reality Labs is built upon; the use cases he thinks will typify the early stage metaverse; and the role of marketing in telling a persuasive story about the possibilities for the future.

(2:13) Building curiosity and finding opportunity in Flint, Michigan

(7:02) Learning the tenets and importance of marketing craft at Apple

(9:02) Brokering healthy relationships between marketing and communications teams 

(12:55) Why Brian joined Reality Labs, and thoughts on the metaverse’s early applications and long-term possibilities  

(21:03) How Brian’s team is addressing the challenges of marketing the metaverse

(24:22) Targeting big outcomes, but celebrating small milestones

(26:17) The importance of saying yes to things that scare you 

Guest Bio

Brian is the VP of Global Marketing for Meta's Reality Labs, where he leads the team responsible for marketing the company's AR/VR hardware and software products including Meta Quest, Meta Portal, Ray-Ban Stories, and Meta Horizon. 

Prior to joining Meta in 2020, Brian was the Chief Marketing Officer at Eventbrite. Over the past two decades, he has led iPhone and iPod Marketing Communications at Apple, Global Marketing for the Google Play brand, and the launch of Airbnb’s repositioning from homes to trips as Global Marketing Director. Brian is no stranger to shepherding iconic brands, having spent the early part of his career at Levi Strauss & Co, GE and General Motors.

Helpful Links

Meta.com

Have VR gear? Check out Beat Saber (Brian recommends)

AdAge: Meet the Meta Reality Labs Marketer Branding the Metaverse

Brian on LinkedIn