Match Group Names Former Uber Exec to Its New Role: Head of Safety And Social Advocacy

Dallas-headquartered Match Group is adding Tracey Breeden to its team in the new role of head of safety and social advocacy.

It’s a role Breeden is readily prepared for, considering she was previously the head of women’s safety and gender-based violence operations at Uber. There, she led global safety initiatives across six continents.

In all, she has worked with more than 200 women’s safety groups and advocacy organizations, according to a statement.

With the hire, Match Group, the pioneer in online dating, is looking to further its commitment to eliminating bad behavior within its portfolio companies and platforms.

Breeden says she aims to develop pathways to more equitable and inclusive safety solutions across Match Group’s communities.

The appointment follows the rollout of a number of innovative safety features: Tinder’s integration with Noonlight, Match’s Date check-in feature and photo verification, and the implementation of video chat.

Breeden will oversee these trust and safety policies and initiatives. Her reach extends to Tinder, Hinge, OkCupid, Match, and Plenty of Fish.

According to Match Group, she will work with the product teams of each brand to develop new safety features and tech that cultivates a safe and respectful community across all dating apps.

“The safety of our users is, and has always been existential to our category. We are responsible for millions of meaningful relationships around the world, and it’s imperative that our users have positive experiences and meet quality people,” Shar Dubey, CEO of Match Group, said in a statement. “With Tracey coming on board, we are reaffirming our commitment to not just be safety leaders in the dating space, but across the entire tech sector.”

Breeden has vast experience in advising teams on product development, training, policies, and initiatives related to safety and social issues. Her specialty is in women and marginalized communities; she has also worked as a police officer and investigator on sexual assault and domestic violence.

At Uber, Breeden worked on some of the rideshare giant’s leading safety products, such as Safety Center, Ride Check, Emergency Button, and more, per a statement.

That includes helping with a sexual misconduct classification system developed in partnership with the National Sexual Violence Resource Center and the Urban Institute—a first for the industry, according to the company.

But Dubey says Breeden’s passion for public safety extends far beyond her resume. Match Group expects her to have a vast impact on its entire organization.

Breeden will collaborate directly with a group of experts and advocates on the Match Group Advisory Council, which looks to study and prevent sexual assault, sex trafficking, abuse, harassment, and other related issues. The council evaluates and makes recommendations that can improve safety.

According to Match Group, it’s a first of its kind in the industry.

“I’ve spent my entire career fighting to create safe spaces for all people so I’m excited to bring my passion for promoting safety and advocacy to Match Group and its brands,” Breeden said in a statement. “Corporations play an important role in sparking positive, social change but also have a responsibility to help ensure safe experiences for their users.”