Facebook Names New Global Head of Its Creative Shop

Rapha Vasconcellos has been with the in-house hub for six years

Facebook Creative Shop promotes Rapha Vasconcellos to global head. Facebook
Headshot of Lindsay Rittenhouse

Facebook has appointed Rapha Vasconcellos as head of its Creative Shop, the social networking giant’s in-house hub that collaborates with nearly all of the major advertising holding companies, brands, independent creators, influencers, artists, production hubs, etc., on creative work across Facebook, Instagram, Messenger and Oculus.

Based in the U.S., Vasconcellos will be tasked with managing a global team of 300 employees across 38 markets.

Vasconcellos, who has been with Facebook Creative Shop for six years leading its teams across Latin America and, most recently, Asia Pacific, replaces global creative director Andrew Keller, who was acting as interim head of the shop until a permanent leader was placed. Before Keller, Facebook’s chief creative officer and vice president of global business marketing, Mark D’Arcy, led the global team.

“I’m thrilled to have the opportunity to lead Facebook’s global Creative Shop team,” Vasconcellos said in a statement. “In my time at Facebook so far, I’ve had the distinct honor of creating and collaborating on campaigns that have driven meaningful impact for the most relevant brands in APAC and LATAM. It’s an exciting challenge to put these strategies to work around the world, helping businesses of all sizes tell their stories and use our platforms to grow.”

Vasconcellos will report to Carolyn Everson, Facebook’s vice president of global marketing solutions, while also working in partnership with D’Arcy, who oversees all creative efforts for the business.

“We’re delighted to welcome Rapha into this role,” Everson said in a statement. “Rapha has already made a clear impact within Creative Shop, heading up the teams in two of our fastest growing regions. He’s a proven leader with a unique blend of business focus and creative thought leadership that clients and internal teams have grown to trust deeply over the years. I have no doubt he will continue to inspire the creative community around the globe in this role.”

D’Arcy, who added in a statement that he has worked with Vasconcellos since he started at Facebook in 2012, described him as “a phenomenal leader, brilliant creative and strong business partner.”

Vasconcellos started his career in advertising working at traditional agencies in Brazil.

Facebook Creative Shop, formed in 2011, said it helped to produce thousands of projects last year alone. Recent examples of its work include the six-part exclusive campaign released in August for Facebook and Instagram that paired Purple Mattress with creative comedic duo Tim Heidecker and Eric Wareheim (of Adult Swim’s Tim and Eric Awesome Show, Great Job!), as well as the Tommy Hilfiger Facebook Messenger experience called SideFlix, which combined digital shoppable content with in-person social interactions, that was unveiled last month.


@kitten_mouse lindsay.rittenhouse@adweek.com Lindsay Rittenhouse is a staff writer at Adweek, where she specializes in covering the world of agencies and their clients.
{"taxonomy":"","sortby":"","label":"","shouldShow":""}