Scher Rafay
AI PM Coach | Meta | LLM Prototyping, AI Workflows, Career Growth
Studied at The Wharton School (UPenn)
Works at Meta (Facebook)
Not currently taking new clients
Scher’s AI for Product Development Qualifications
Experience level: Manager
With a robust background in AI and product management, I currently lead innovative projects at Meta, building AI-powered consumer products at massive scale. I’ve led teams through early discovery and rapid iteration to validate direction, and I’ve also grown mature products where measurement, reliability, and cross-functional alignment are non-negotiable. A differentiator in my work is being highly hands-on: I use rapid prototyping (LLM demos, interactive mocks) to de-risk ideas early and storytell powerfully. I’m also deeply experienced in AI-enabled PM workflows, building repeatable systems that automate and elevate core PM tasks. Clients work with me when they want someone who has walked the path they’re on: breaking into AI Product Management, becoming an “AI-native” operator who ships faster with higher quality, and leveling up their storytelling and influence so they can drive decisions and momentum in complex orgs. If you're looking to break into AI product management, transform how you work with AI, or elevate your career, let's connect and strategize your path to success!
Scher can help with:
Freelancing
Scher also coaches for Product Management and Communication & Public Speaking. View all.
About Scher
Seasoned product leader with 8+ years across consumer and enterprise, spanning high-growth smaller firms to Big Tech. I’ve led both 0→1 initiatives (from early discovery to finding product–market fit) and the evolution of mature products at scale, with a focus on turning ambiguity into clear strategy, crisp execution, and measurable results. Throughout my career, I’ve operated as the lead for large, distributed cross-functional teams, partnering closely with senior leadership and, at times, reporting directly to the C-suite. A core strength of mine is storytelling and influence: translating complex product and technical realities into clear narratives that align stakeholders, unlock resources, and drive decisions. As a coach, I help people break into PM, accelerate career growth, and build smart, repeatable tactics for getting ahead. Stronger narratives, sharper judgment, better prioritization, and executive-level communication. I’m also passionate about AI as a force-multiplier for product management, and I help PMs use AI to improve day-to-day workflow and level up strategic thinking. If you want a direct, high-signal partner to help you make your next move, I’d love to work together.
Why do I coach?
Coaching matters to me because I’ve seen how often talented people get held back by things that have nothing to do with capability: unclear storytelling, not knowing the “rules of the game,” or simply not having someone in their corner who will tell them the truth and help them practice until it clicks. I’ve benefited hugely from mentors who gave me both honest feedback and real sponsorship, and I wouldn’t be where I am without people who took the time to help me level up. I coach because I genuinely enjoy the process of helping someone find their voice and unlock momentum: whether that’s breaking into PM, stepping into a more senior presence, or learning to communicate with clarity and influence. There’s nothing more satisfying than watching someone go from “I don’t know if I’m ready” to walking into the room prepared, confident, and undeniable.
Work Experience
Senior Product Manager
Meta (Facebook)
August 2021 - Present
Interviewer
I'm currently leading a 0 to 1 rethinking of FB Profile and how people meaningfully represent themselves online, with the help of AI, at scale for billions. Champion of vibe coding and AI prototyping to dramatically change the way we ideate, build, and delight our users. Previously: Owned Facebook Events end-to-end, built the AI strategy for Events, partnered with partners like Ticketmaster to exponentially grow supply + sales organically and through APIs. Led the pioneering team for GenAI Creation in Stories and AI assisted tools.
Product Manager
Appian
July 2019 - July 2021
Interviewer
- Product lead for a suite of enterprise apps built on Appian’s low-code/no-code platform, supporting Fortune 500 clients. - Scaled adoption to 600K+ users in months, aligning global stakeholders to rapidly ship flexible, modular experiences in a high-stakes market. - Owned iOS/Android roadmap; increased mobile usage +60% via revamped login, alternative auth, offline support, and native-capability features.
Product Manager
May 2018 - August 2018
- Owned build + GTM for a Brand Safety portal that helped video publishers manage violations and automated a previously manual review workflow. - Led strategic sessions with Fortune 100 media clients to validate needs, define roadmap tradeoffs, and strengthen advertiser-safety controls. - Partnered with Trust & Safety + Ads to evolve policy/enforcement systems; ran A/B experiments with data science to measure KPI impact and reduce funnel friction.
Product Manager
Electronic Arts
May 2017 - August 2017
- Built revenue forecasting model analyzing consumer spend behavior and historical sales data, identifying 14% revenue lift opportunity for new pricing structure - Conducted UX research including data-driven playing pattern analysis, field surveys, and user interviews to uncover an underserved consumer segment and developed a roadmap for how to better engage/monetize them
Education
The Wharton School (UPenn)
Bachelor of Science (B.S.), Economics, Concentration in Business Analytics (OID & Statistics)
Joseph Wharton Scholar, Joseph Wharton Scholars Academic Board Chair, Benjamin Franklin Scholar; Bloomers Sketch Comedy, Women’s Week Board, Alternate Spring Break Teaching Assistant for Data Access & Analysis (OIDD 105) - instructed 100+ students on SQL, VBA, database management
University of Pennsylvania
Bachelor of Science, Computer Science
Computer and Information Science Consumer Products