Ex-Vine Head Jason Toff Is Joining Facebook’s New NPE Team

The Google Area 120 partner will be its product management director

NPE stands for New Product Experimentation Facebook
Headshot of David Cohen

Facebook’s recently formed NPE Team has a new product management director: Jason Toff.

The social network formed the NPE Team—the NPE stands for New Product Experimentation—with the aim of creating new consumer-focused applications and features, and it said last week that once apps are developed and released, they will be branded as “NPE Team, from Facebook,” and they will be available via the traditional outlets: the iTunes App Store, Google Play and the web.

Toff had been head of Twitter’s now-defunct Vine video application before leaving that company in January 2016 to return to Google, where he became a partner in its Area 120 in-house incubator.

Prior to joining Twitter in 2014, he spent six years at Google, serving as product lead for YouTube and, before that, working on product marketing for Gmail, Chrome, Mac products and Google Voice.

Facebook had not responded to a request for comment at the time of this post.

Toff said in a tweet, “Now that we’ve moved to (California), I suppose it’s a good time to share what I’m up to next! In two weeks, I’ll be joining Facebook as a PM director starting up a new initiative under the recently formed NPE team. I can’t talk project specifics, but can share that I’ll be hiring. I’m looking to assemble a diverse and mighty two-pizza dream team full of creative can-doers, so if you’re a UX (user experience) designer or engineer (or both) and thrive in zero-to-one environments, HMU!”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.