Alex Schultz

Alex Schultz is an Israeli technologist and, since 2011, vice-president of growth at Meta. As a growth engineer, he built the team whose experiments and retention programmes helped scale products to billions of users, an approach he has also taught and disseminated through essential talks and essays.

Schultz's writing and speaking on product engagement, retention loops and the "north star metric" — the famous GPF, or Google-plus-Facebook, framework — became canonical within the growth craft. Alongside his company role he is a speaker at world tech conferences and a widely cited voice on how to build products people keep using.