Meta has hired Jim Shepherd as Director of Content and Creator Partnerships, with a particular focus on building creator and celebrity relationships around its wearables business, per The Hollywood Reporter.

Shepherd joins from Snap Inc., where he served as Senior Director of Content Partnerships. In that role, he led the company’s relationships with creator and celebrity talent, media, sports, and music organizations, while overseeing content strategy, editorial, and community efforts.

At Meta, Shepherd is expected to leverage those industry relationships as the company expands its wearables portfolio. Ray-Ban Meta smart glasses combine a classic sunglasses form factor with built-in cameras and an audio assistant. The company recently launched Oakley Meta glasses and has a new Ray-Ban model with a display in development.

Meta has described its smart glasses as a category with notable momentum. In a blog post ahead of Connect 2026, the company wrote that “people wear our AI glasses all over the world, and they’re one of the fastest-growing consumer electronics categories in history.” Meta confirmed its annual Connect conference for September 23 and 24 at its Menlo Park, California campus.

Shepherd’s hire follows a broader industry pattern. Platforms including TikTok, YouTube, Instagram, and Snapchat have built out dedicated creator partnerships teams designed to encourage content production and user engagement. Earlier this year, OpenAI hired Instagram’s Charles Porch in a similar capacity, according to The Hollywood Reporter.

Snap was an early entrant in camera-equipped smart glasses, launching Spectacles in 2016. The built-in cameras on smart glasses products support content capture, and reports suggest Meta plans to expand its wearable device portfolio further, incorporating its AI assistant technology across new form factors.

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