Dave Kaufman has been here before—in the trenches shaping public perception around unproven technologies, as he is doing now at Meta Reality Labs as senior director of global marketing. Ten years ago, he was new to the industry and on the Google marketing team that rolled out the first mainstream smart eyewear called Google Glass, which had a famous public rise and fall, earning a spot in tech lore. Today, Kaufman, 34, oversees the marketing of Quest headsets, VR, games and more.

“I will say that all things Quest are going much better,” Kaufman said. “So, I’m glad I got a second go at face-form technology that’s a bit futuristic.”

Meta is in a marketing battle for the next generation of computing with Quest headsets, which has a field of rivals, including Apple and its “spatial computing” headgear called Vision Pro.

Meta Quest 3 is set to start selling before the end of the year, and Kaufman will help introduce the product to consumers. “It is a huge step forward for the category,” Kaufman said. “A huge bet for us on all things mixed reality.”

Meta, which changed its name from Facebook two years ago, has invested about $36 billion since 2019 into Meta Reality Labs, the division that covers Quest devices and software. Meta has its own VR world that is playable on Quest called “Horizon Worlds.” This year, some metaverse skeptics had a moment to gloat as Meta, and many companies that were all-in on the metaverse, have reprioritized. But Kaufman said this quiet period of reflection is good.

“The hype cycle for the metaverse concept, having died down a bit, it’s a great thing,” Kaufman said. “It means that we can be heads down.”

Meta has grown its market for VR and mixed reality gear, having sold 20 million Quest headsets, according to The Verge. And people are clearly playing on Quest devices; after all, more than a million people downloaded Roblox when it was released for the first time on Meta Quest in July. Last month, Meta also created a mobile and web version of “Horizon Worlds,” opening access to people who don’t have a Quest headset.

A busy marketing season for Kaufman is coming up, and it’s a crucial moment for the future of Meta: Quest 3 will start selling after an event to promote the device in late September. And Meta is set to release its first, in-house-developed “triple A” video game, “Asgard’s Wrath 2,” in time for the holidays.

If you could have dinner with one person, alive or dead, who would it be and why?
My maternal grandmother, who passed away when my mom was a teenager. I’d love to spend time with someone who has had such a big impact on my life, but I’ve only learned about it from stories. If it’s dinner with a famous person, Paul McCartney. It’s fascinating that there is a living person who has had such a massive impact on culture. But between Paul and Grandma, Grandma would win out.

What are the top two social media sites you use on a regular basis?
Instagram and “Horizon Worlds.” “Horizon Worlds” isn't a social network as we think of them today, but it's incredible to see how virtual and mixed reality are already enabling entirely new social experiences.

What’s currently on your bedside reading list?
“The Twelve Lives of Alfred Hitchcock,” “Look Out: The Advertising Guide for a World That's Turning Inwards,” “Hello Beautiful,” “The Book of Form and Emptiness” and “Severance.”

What was the last show you binge-watched?
“Atlanta”: Donald Glover is truly a creative genius.

At what age do you hope to retire?
There's no magic number. I've focused my career on three things—working with people I enjoy, taking bets on ambitious products that excite me and prioritizing environments where I never stop learning. I’ll work as long as I have those, and I am lucky to at Meta.