Meta & Children's Online SafetyIG Growth Onboarding - [Redacted]
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Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Page 1 of 10 AMENDED Exhibit 30 PLAINTIFFS' OMNIBUS OPPOSITION TO DEFENDANTS' MOTIONS FOR SUMMARY JUDGMENT Case No.: 4:22-md-03047-YGR MDL No. 3047 In Re: Social Media Adolescent Addiction/Personal Injury Products Liability Litigation Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Page 2 of 10 IG Growth Onboarding welcome to Instagram Growth. We're so excited to have you join the team and I'm personally looking forward to working together and learning from each other! I've prepared a short document to help you ramp up on the team and your role. Product Context At Instagram we "Imagine a place where young people and creators define themselves and the future." We believe that in order to achieve this vision we have to be the best platform in helping Young people and Creators with solving two core Jobs: Close Friends and Entertainment. The Growth team's purpose is to "Help everyone in the world grow closer to the people and things they love on Instagram." Instagram has recently surpassed 2 billion monthly active users globally and continues to be the fastest growing app across the family with +370M monthly actives over the past year. While Instagram has the strongest market-fit with Teens across the Facebook family of apps, we are seeing fierce competition from TikTok. Our overall growth in the US has plateaued and we've recently seen conceming decline in US Teen growth, especially with early teens, indicating an existential threat for not just IG but the company overall. The Growth team's top goal this half is to reverse this decline and re-accelerate US growth. Our biggest bet for competing with Tik Tok on the Entertainment job is Reels. At the same time, we're looking to lean into our strength with Close Friends through messaging. On Growth, we're in the process of revamping our strategy and defining short and long term bets. This is a critical moment for IG. We've never seen a more fierce competitor than TikTok. It's a bit scary but also very exciting. Our next set of actions will define Social Media for the next generation. In addition to Growing Instagram, the team is also supporting the cross family Accounts & Identities and Family Experiences ("IDXE" and "FX") efforts, led by team. It's a complex project, migrating much of our very optimized sign ups and accounts system to be centralized company experience. The longer term vision here is to enable people to use the same accounts and port over their identities from one app to the other (see this Q4 All-Hands minutes 55:56 in). Team Context who Some context on the PM team. While we have a bunch of strong folks in place, we've also recently had a few departures The previous Growth Lead, moved to lead the IG Stories pillar after 4 years on the team. was the previous Core Growth Lead, took an extended family leave and will likely come back into a new role, though we should chat about whether there's a fitting role for her on the team. And nas recently decided to go join a startup. We also have a couple of open IC roles on the team, one in Core Growth and one in Graph. Therefore, we have an opportunity to bring in some new folks and up level the team. At the same time, you have some strong folks on the team team, leads Core Growth and is a strong PM Lead you can lean on. a rockstar. Finally worth noting, who's the most tenure PM on Graph, is interested to step into who's one of the most tenured Growth PMs on the s an IC5 but has been on the team for a while and is s role to lead Graph, although it might be a stretch since he just got promoted to IC6. You have a great cross functional team in the Growth Leads (listed below). In addition to those, I recommend partnering closely who leads our IG Ecosystem team and was previously the DS lead for Growth for many years. He's incredibly knowledgeable about IG/Growth from a data and research perspective and can provide you with pointers to any data/understand question you might have. Summary There's some meaty areas here, and each of these areas will need significant work on strategy, execution and team building, and cross org collaboration. As such, I don't expect that you to immediately conquer all of them. Bellow is the ramp up plan I drafted for you, which we can discuss further in our 1:1s. Finally, I wanted to signal boost this great write up from which shares an approach he's taken for "career cold starts". I personally found really helpful in joining a new team in the past so wanted to share in case you find it useful. I look forward to onboarding you to the team and working closely together! Miki Key things to do in the first 45 days Meet key people listed below, ideally 1:1 Read all relevant background materials on Growth and the team listed below HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120925 Document 2885-14 Filed 03/26/26 Page 3 of 10 Case 4:22-md-03047-YGR Get into the right groups & quip folders listed below Get into all the right standing meetings listed below Go-through IG Formal on-boarding Go-through Facebook Management essential trainings Identify 1-2 impactful opportunities to accelerate the Growth team** Rough Timeline Proposed Focus 1 0-15 days Complete onboarding/training. Meet key people and stakeholders, leam/read. Identify 1-2 opportunities. 2 15-30 days Start taking on Growth Lead driver responsibilities. Finalize 1-2 opportunity focus areas. Create your personal goals plan. 3 30-60 days Take on full Growth Lead responsibilities. Try to land 1-2 opportunities you identified for impact. ** my initial suggestions: (1) team building, hiring, morale (2) getting your hands dirty with the US Teen Growth decline tum around strategy. Note: italics represent the really critical callouts People to Meet IG Growth IG Growth PMs (Lets discuss context on each before you meet!) (Core Growth PM Lead) (Graph PM Lead) former Core Growth Lead, on Leave) IG Growth XFN Leads (ENG) (Design) 5) JXR) (TPM) CD) G) also talk to who's IG PG (DE) Ecosystem Leads (DS) Communities PG Leads (ENG) Design) (UXR) DS) E) Central Growth PMs HIGHLY CONFIDENTIAL (COMPETITOR) (Core Growth) FX) META3047MDL-019-00120926 Case 4:22-md-03047-YGR IG PG/Pillar Leads Document 2885-14 Filed 03/26/26 Page 4 of 10 Interests + Co-Head of Product) (Creators & Discovery) Shopping) Ads) SE+Co-Head of Product) Stories) Feed & Relevance) Reels & Camera) Private Sharing) Miki Rothschild (Communities) Product Foundation) (Well-being) Youth) Things to read (Please quip comment here if you can't access these quips) IG Growth Mission, Org and Roadmaps Growth Mission: https://fb.workplace.com/groups/617523721629580/posts/3209605969087996/ Growth H1/H2 Roadmap: IG Growth - H2 2021 Strategy - IG Leads Review US Teen Growth Decline Deep Dive: https://docs.google.com/presentation/d/lebeuutR20kewwgTuG6h2 AU612117SLMKBVeMQ alg/editifslide-id geb7feble HPMs: https://fb.workplace.com/groups/766856754265593 Important Research/DS posts: ask Dashboards/Data Growth: https://www.intemalfb.com/intem/unidash/dashboard/instagram growth overview dashboard/main/ Ecosystem: https://fburl.com/unidash/qzvy5xv8 Teens: https://fburl.com/unidash/zxxwrprt Wiki page Instagram Growth Organizational Approaches Instagram Product Principles JTBD Playbook - IG Framework Towards Product Development JTBD Internal Post IG Organizational Context Instagram Vision: https://fb.workplace.com/notes/2764429473846983 Instagram 2021H2 Priorities: https://fb.workplace.com/permalink.php? story fbid=937449700365484&id=100023013870040 Instagram's Product Principles: https://fb.workplace.com/notes principles/440758966704589/ instagram-product- Instagram Product Reviews Process: https://fb.workplace.com/groups/teamig/permalink/3060678970638393/ Instagram Community Vision: https://fb.workplace.com/notes/ vision/509255736520747/ Instagram 2021H1/H2 m-Team ig-community- review: https://fb.workplace.com/groups/instagramteam/posts/6082837738431457/ HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120927 Case 4:22-md-03047-YGR Groups Document 2885-14 Filed 03/26/26 Page 5 of 10 Instagram 2021H1/H2 Roadmaps: 2021 - H2 (Please quip comment here if you aren't in any of these groups and can't add yourself) Instagram Instagram PMs: https://fb.workplace.com/groups/igpms/ Instagram Intemal: https://fb.workplace.com/groups/teamig/ Instagram Product Reviews: https://fb.workplace.com/groups/243894009320301/ Instagram HPMs: https://fb.workplace.com/groups/instagramhpms/ Instagram FYI:-https://fb.workplace.com/groups/instagramteam Community/Well-being Community PMs: https://fb.workplace.com/groups/477163192813985/ Community Team: https://fb.workplace.com/groups/407327256402722/ Growth Growth PMs: https://fb.workplace.com/groups/853623508147076 Growth Leeds: ask add you Growth FYI: https://fb.workplece.com/groups/202953519450678 Growth Internal: https://fb.workplace.com/groups/IGGrowthTeam Growth feedback: https://fb.workplace.com/groups/617523721629580 Growth team folder: IG Growth Leads (done) team groups ask and o add you to major team groups within Growth Meetings [Please ping to help you get added to these] Instagram Instagram PMs (bi-weekly) Instagram Q&As (weekly) Growth Growth PMs (bi-weekly) Growth product reviews (weekly) Processes Ongoing Link to process in community Explanation of Deep Dive Process and IG reviews overall: https://lb.workplace.com/groups/teamig/permalink/2247428288630136/ overview: https://fb.workplace.com/groups/407327256402722/permalink/563845717417541/ Review sign-up: Community Overall HPM group: https://fb.workplace.com/groups/2203309559725180/ H2 expectations Fill out your H1 personal expectations: https://fb.workplace.com/groups/460943131107804/permalink/673804566488325/ HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120928 Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Page 6 of 10 Weekly 1:1 with Miki Formal IG On-boarding Email received setting IG orientation up Desk Contact Support Conversation History Quipbot#06 left the thread Sep 4 at 11:21 pm Quipbot#06 Sep 4 at 11:16 pm =====IMPORTANT===== This Quip file has been copied to Google Workspace (https://docs.google.com/document...) as part of the Quip2Google migration efforts. 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Quipbot#06 added Quipbot#06 to the thread Sep 4 at 11:21 pm Quipbot#06 added you to a document Sep 4 at 11:16pm edited Sep 7, 2021 at 5:29 pm Unchecked Growth H1/H2 Roadmap: edited Sep 2, 2021 at 8:35 pm Checked e-add-you Growth Leads: asi Growth FYI: https://fb.workplace.com/groups/202953518450678 ar edited Sep 2, 2021 at 12:00 am Checked HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120929 Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Page 7 of 10 Growth Mission: https://fb.workplace.com/groups/617523721629580/posts/3209605969087996/ Growth H1/H2 Roadmap: US-Teen Growth Decline Deep Dive: https://docs.google.com/presentation/d/1eUcuutR20tkewwgTuCSh2_nU6f211T5LMKBVcMQ_aHg/edit#slide=id.geb7feb9e22_3 Checked Instagram PMs: https://fb.workplace.com/groups/igpms/ Instagram FYI: https://fb.workplace.com/groups/instagramteam edited Sep 1, 2021 at 7:54 pm opened your conversation with Miki Rothschild, and Aug 31, 2021 at 8:19 pm edited Aug 31, 2021 at 8:21 pm to add Instagram Growth Growth PMs: https://fb.workplace.com/groups/853623508147076 Growth Leads: ask to add you Growth FYI: https... Growth Internal: https://fb.workplace.com/groups/IGGrowthTeam Growth feedback: https://fb.workplace.com/groups/617523721629580 Growth team folder: ask o add you to quip and g-doc folders (done) opened your conversation with Miki Rothschild, 9:58 pm Miki Rothschild added to the thread Aug 30, 2021 at 9:28 pm Miki Rothschild added you to a document Aug 30, 2021 at 9:23 pm opened your conversation with Miki Rothschild 5:35 pm and Aug 30, 2021 at and Aug 30, 2021 at Miki Rothschild edited Aug 29, 2021 at 11:30 pm Some context on the PM team. While we have a bunch of strong folks in place, we've also recently had a couple of few departures. the previous Growth Lead, moved to lead the IG Stories pillar after 4 years on the team who was the previous Core Growth Lead, is on a took an extended family leave and will likely come back into a new role, though we should chat about whether there's a fitting role for her on... join a startup. We also have a couple of open IC roles on the team, one in Core Growth and one in Graph. This means you Therefore, we have an opportunity to bring in some new folks and up level the team. At the same time, you have some strong folks on the team. team, leads Core Growth and is a really strong PM Lead you can lean on. while and is a rockstar. Finally worth noting, who's one of the most tenured Growth PMs on the is only an IC5 but has been on the team for a who's the most tenure PIM on Graph, is interested to step into 's role to lead Graph, although it's a bit of it might be a stretch since he just got promoted to IC6. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120930 Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Page 8 of 10 to add Miki Rothschild added you to a document Aug 28, 2021 at 5:14 pm Miki Rothschild added you to a document Aug 28, 2021 at 5:14 pm Miki Rothschild added Miki Rothschild added you to a document Aug 28, 2021 at 5:13 pm to the thread Aug 28, 2021 at 5:20 pm Miki Rothschild edited Aug 28, 2021 at 5:18 pm Added [Please ping Instagram FYI: https://fb.workplace.com/groups/instagramteam Growth PMs: https://fb.workplace.com/groups/853623508147076 Growth Leads: ask to add you Growth FYI: https://fb.workplace.com/groups/202953518450678 Growth Internal: https://fb.workplace.com/groups/IGGrowthTeam Growth feedback: https://fb.workplace.com/groups/617523721629580 Growth team folder: ask to add you to quip and g-doc folders ask and to add you to major team groups within Growth to help you get added to these] Miki Rothschild edited Aug 28, 2021 at 5:39 am Our biggest bet for competing with TikTok on the Entertainment job is Reels. At the same time, we're looking to lean into our.... We've never seen a more fierce competitor than Tik Tok. It's a bit scary but also very exciting. Our next set of actions will redefine the future of define Social Media as we know it for the next generation. In addition to Growing Instagram, the team is also supporting the cross family Accounts & Identities and Family Experiences ("IDXE" and "FX") efforts, led by and team. It's a complex project, migrating much of our very optimized sign ups and accounts system to be centralized company experience... to use the same accounts and port over their identities from one app to the other (see this Q4 All-Hands minutes 55:56 in). All of this is a long way to say, buckle up for a fun and crazy ride. I can't wait for you to join the team and help us shape this ride going forward :) Some context on the PM team. While we have a bunch of strong folks in place, we've also recently had a couple of... will likely come back into a new role, though we should chat about whether there's a fitting role for her on the team. And finally has recently decided to go join a startup. We also have a couple of open IC roles on the team, one in Core Growth and one in Graph. This means you have an opportunity to bring in some new folks and up level the team. most tenured Growth PMs on the team, leads Core Growth and is a really strong PM Lead you can lean on. who's one of the At the same time, you have some strong folks on the team who's one of the most tenured Growth PMs on the team, leads Core Growth and is a really strong PM Lead you can lean on. is only an IC5 but has been on the team for a while and is a rockstar. Finally worth noting, ,who's the most tenure PIM on Graph, is interested to step into 's role to lead Graph, although it's a bit of a stretch since he just got promoted to IC6. You have a great cross functional team in the Growth Leads (listed below). In addition to those, I recommend partnering closely with who leads our IG Ecosystem team and was previously the DS lead for Growth for many years. He's incredibly knowledgeable about IG/Growth from a data and research perspective and can provide you with pointers to any data/understand question you might have. HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120931 Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Summary Added Changed Page 9 of 10 Growth H1/H2 Roadmap: US Teen Growth Decline Deep Dive: https://docs.google.com/presentation/d/1eUcuutR20tkewwgTuCSh2_nU6f211T5LMKBVcMQ_aHg/edit#slide=id.geb7feb9c22_3_ Growth Mission: https://fb.workplace.com/groups/617523721629580/posts/3209605969087996/ HPMs: https://fb.workplace.com/groups/766856754265593 ask Added Growth: https://www.internalfb.com/intern/unidash/dashboard/instagram_growth_overview_dashboard/main/ Ecosystem: https://fburl.com/unidash/qzvy5xv8 Teens: https://fburl.com/unidash/zxxwrprt Deleted Added Instagram 2021H1/H2 Roadmaps: Deleted Changed Instagram 2020 Priorities and DRIs: https://fb.workplace.com/groups/igpms/permalink/3241716219210304/ Other older ones: IGPM offsite presentations for each pillar (July 2019): https://fb.workplace.com/groups/igpms/permalink/2622840787764520/ Instagram's (new) mission (May 2018) IG Large Org Update: Mission, Principles, Product Groups (June 2018) IG Leadership Changes from & (Sept 2018) Vishal's product process summary Community organization summary Vishal as Head of IG PM (Dec2018) WB focus on inclusion & respectful workplace all hands (Dec 2018) (1)(2) End of 2018 All Hands with 2019 Goals All Hands (12/14/18) - Deck - - Video Instagram Vision: https://fb.workplace.com/groups/teamig/permalink/2680844238621870/ com/notes/2764429473846983 Instagram 2020 2021H2 Priorities: https://fb.workplace.com/groups/teamig/permalink/2785586828147610/ com/permalink.php?story_fbid=9374497003654848&id=100023013870040 Instagram 2019H2/2020H1 2021H1/H2 m-Team review (including all pillar's roadmaps): https://fb.workplace.com/groups/teamig/permalink/2458123807560582/ com/groups/instagramteam/posts/6082837738431457/ Miki Rothschild edited Aug 27, 2021 at 5:11 pm Product Context Team Context HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120932 Case 4:22-md-03047-YGR Document 2885-14 Filed 03/26/26 Page 10 of 10 Miki Rothschild edited Aug 27, 2021 at 5:00 am IG Growth Onboarding welcome to Instagram Growth. We're so excited to have you join the team and I'm personally looking forward to working together and learning from each other! I've prepared a short document to help you ramp up on the team and your role. Context At Instagram we "Imagine a place where young people and creators define themselves and the future." We believe that in order to achieve this vision we have to be the best platform in helping Young people and Creators with solving two core Jobs: Close Friends and Entertainment. The Growth team's purpose is to "Help everyone in the world grow closer to the people and things they love on Instagram." Instagram has recently surpassed 2 billion monthly active users globally and continues to be the fastest growing app across the family with +370M monthly actives over the past year. While Instagram has the strongest market-fit with Teens across the Facebook family of apps, we are seeing fierce competition from Tik Tok. Our overall growth in the US has plateaued and we've recently seen concerning decline in US Teen growth, especially with early teens, indicating an existential threat for not just IG but the company overall. The Growth team's top goal this half is to reverse this decline and re-accelerate US growth. Our biggest bet for competing with Tik Tok on the Entertainment job is Reels. At the same time, we're looking to lean into our strength with Close Friends through messaging. On Growth, we're in the process of revamping our strategy and defining short and long term bets. This is a critical moment for IG. We've never seen a more fierce competitor than Tik Tok. It's a bit scary but also very exciting. Our next set of actions will redefine the future of Social Media as we know it. In addition to Growing Instagram, the team is also supporting the cross family Accounts & Identities and Family Experiences ("IDxE" and "FX") efforts, led by steam. It's a complex project, migrating much of our very optimized sign ups and accounts system to be centralized company experience. The longer term vision here is to enable people to use the same accounts and port over their identities from one app to the other (see this Q4 All-Hands minutes 55:56 in). All of this is a long way to say, buckle up for a fun and crazy ride. I can't wait for you to join the team and help us shape this ride going forward :) Some context on the PM team. While we have a bunch of strong folks in place, we've also recently had a couple of departures. the previous Growth Lead, moved to lead the IG Stories pillar after "4 years on the team. who was the previous Core Growth Lead, is on a family leave and will likely come back into a new role, though we should chat about whether there's a fitting role for her on the team. And finally, has recently decided to go join a startup. This means you have an opportunity to bring in some new folks and up level the team. who's one of the most tenured Growth PMs on the team, leads Core Growth and is a really strong PM Lead you can lean on. There's some meaty areas here, and each of these areas will need significant work on strategy, execution and team building, and cross org collaboration. As such, I don't expect that you to immediately conquer all of them. Bellow is the ramp up plan I drafted for you, which we can discuss further in our 1:1s. Finally, I wanted to signal boost this great write up from which shares an approach he's taken for "career cold starts". I personally found really helpful in joining a new team in the past so wanted to share in case you find it useful. I look forward to onboarding you to the team and working closely together! Miki Key things to do in the first 45 days Added Meet key people listed below, ideally 1:1 Read all relevant background materials on Growth and the team listed below Get into the right groups & quip folders listed below Get into all the right standing meetings listed below Go-through IG Formal on-boarding Go-through Facebook Management essential trainings Identify 1-2 impactful opportunities to accelerate the Growth team** HIGHLY CONFIDENTIAL (COMPETITOR) META3047MDL-019-00120933