Ciara McCoy is a strategic investor, small business advocate, and community builder who thrives at the intersection of reinvention, innovation, and economic access. Currently serving as Head of SMB Advocacy at Meta, she has spent over a decade creating programs that empower entrepreneurs and small businesses to leverage technology for growth and impact.
A record-breaking track and field athlete at UCLA, where she earned her BA in Political Science, Ciara has always pursued high performance—first in athletics, then in business and philanthropy. Her steeplechase background instilled the discipline and vision required to overcome obstacles and drive meaningful change.
Her commitment to impact began early as the first student volunteer at Family House San Francisco, a program supporting families of seriously ill children receiving treatment at UCSF. At UCLA, she authored "What is a Bruin?"—a children's book for young patients at the Mattel Children's Hospital—and secured funding from Mattel's CEO to print and distribute it to patients, an experience that sparked her interest in creating children's content with purpose.
Ciara's career started at lululemon athletica, where she joined in its pre-IPO days, excelling as a leader in store operations and community engagement. She managed the highest-grossing retail store in Northern California, grew store revenue by 100% in two years, and pioneered a nationwide initiative connecting runners to yoga. She later expanded this work at The San Francisco Marathon, where she developed corporate partnerships, managed a $500,000+ budget, and successfully lobbied for the creation of the Berkeley Half Marathon—which became the second-largest inaugural running event in the United States with 8,000 participants.
Since joining Meta in 2014, Ciara has been a driving force in small business advocacy. She created Facebook's Global SMB Advocacy Program and currently leads initiatives that help entrepreneurs use technology for economic access and growth. Her work spans from developing training programs to creating storytelling campaigns that highlight small business success. She also pioneered innovative marketing efforts, including "They Came From All Over," Meta's award-winning first-ever short documentary film, showcasing the role of small businesses in communities.
Through McCoy Ventures, Ciara invests in founders who embrace reinvention and innovation, backing sustainable solutions that create economic opportunity. Her investment philosophy focuses on empowering individuals, small businesses, and communities, with particular expertise in sports technology, small business infrastructure, and local initiatives.
Committed to directing resources where they have the greatest impact, she is also an early member of the Hera Giving Circle, which funds initiatives supporting women, children, and families in the Bay Area.
A lifelong advocate for economic opportunity and community-building, Ciara continues to create pathways for impact—both in business and beyond. She lives in San Francisco with her husband, Chris, and their three children.
Ciara McCoy is the Head of SMB Advocacy at Meta, where she leads initiatives that empower small businesses globally. A San Francisco native and record-breaking track and field athlete at UCLA, Ciara’s career spans over a decade in tech, retail operations, and community engagement. She created Meta's Global SMB Advocacy Program, amplifying the voices of thousands of small businesses in key policy discussions, and executive produced the award-winning documentary "They Came From All Over," showcasing the crucial role of small businesses in communities.
Ciara is a dedicated volunteer, small business advisor, and investor, committed to fostering innovation and growth. Her journey from scholarship student-athlete to tech industry leader reflects her adaptability, leadership, and lifelong passion for social impact.
