Advanced Protection: Rebrand, content engineering, quality

Problem: The existing Facebook Protect name couldn't scale across Meta's app family in a world with Meta Accounts—at least, not without a rebrand. The program was siloed to one product, with fragmented terminology and overlapping needs across Meta Verified, impending Meta Account scalability, and Election protections.

Approach: Led end-to-end rebrand identifying cross-product overlaps, conducted competitive analysis, facilitated consensus across multiple workstreams (Meta Verified, Meta Accounts, Elections Ops), and personally updated 200+ content strings in code using internal content engineering tools—removing engineering as a bottleneck.

Solution: Launched scalable Advanced Protection program that works across the family of apps (scaled to WhatsApp). Enabled unified terminology by updating terminology (Facebook Protect to Advanced Protection) directly in code, adjusting for quality as needed. Enabled the Advanced Protection program to launch to Instagram after deprecating Facebook Protect. 

Impact: 1 million+ users now eligible for protections. Enabled 1,000+ Instagram accounts to enroll by May 2024 ahead of elections. Freed severely constrained engineering time to focus on P1s. Quote from eng: "This was the difference between delivering on time with high quality or not."