diff --git a/apps/backend/internal/module/studio/usecase/profile_scrape.go b/apps/backend/internal/module/studio/usecase/profile_scrape.go
index 446faad..3a7587a 100644
--- a/apps/backend/internal/module/studio/usecase/profile_scrape.go
+++ b/apps/backend/internal/module/studio/usecase/profile_scrape.go
@@ -112,12 +112,23 @@ func defaultFetchProfilePostTexts(ctx context.Context, username, storageStateJSO
 }
 
 func findProfileScrapeScript() (string, error) {
-	// relative to process cwd and source file location
-	candidates := []string{
+	var candidates []string
+	// release layout: <release>/bin/{gateway,worker} + <release>/scripts/threads-profile/scrape.mjs
+	if exe, err := os.Executable(); err == nil {
+		if resolved, rerr := filepath.EvalSymlinks(exe); rerr == nil {
+			exe = resolved
+		}
+		releaseDir := filepath.Dir(filepath.Dir(exe)) // <release>/bin/worker -> <release>
+		candidates = append(candidates,
+			filepath.Join(releaseDir, "scripts", "threads-profile", "scrape.mjs"),
+		)
+	}
+	// relative to process cwd and source file location (local dev)
+	candidates = append(candidates,
 		"scripts/threads-profile/scrape.mjs",
 		"apps/backend/scripts/threads-profile/scrape.mjs",
 		filepath.Join("..", "scripts", "threads-profile", "scrape.mjs"),
-	}
+	)
 	// from this source file: internal/module/studio/usecase -> ../../../../scripts/...
 	if _, file, _, ok := runtime.Caller(0); ok {
 		base := filepath.Dir(file)
diff --git a/deploy/prod/README.md b/deploy/prod/README.md
index 6e159fd..cf36f4f 100644
--- a/deploy/prod/README.md
+++ b/deploy/prod/README.md
@@ -71,6 +71,32 @@ To deploy an already built artifact:
 Rollback switches application code only. Never automatically run a down
 migration; production migrations must remain backward compatible.
 
+## Threads Profile Scrape (Playwright)
+
+Persona analysis shells out to `node scripts/threads-profile/scrape.mjs` (a
+headless Chromium scrape of a public Threads profile). `build-release.sh`
+bundles the script with its production `node_modules`; the Chromium browser
+binary itself is installed once on the host by `bootstrap.sh` (cached under
+`/var/lib/harbor/.cache/ms-playwright`, shared across blue/green releases).
+
+This host only has 1 vCPU. A scrape briefly saturates the CPU and can slow
+down other requests while it runs; keep usage infrequent until the box is
+upsized.
+
+## Data Reset
+
+To wipe Mongo, Redis, and MinIO (irreversible; monitoring volumes are untouched):
+
+```bash
+./deploy/prod/reset-data.sh --yes
+```
+
+This stops both app slots, recreates empty `mongo`/`redis`/`minio` containers using
+the existing credentials in `harbor.env`, and clears the admin-seeded marker so the
+next `release.sh` run creates a fresh `admin@haixun.local`. Take a backup first with
+`backup.sh` if the data might still be worth keeping. Run `release.sh` immediately
+after to bring the app back up with forward migrations and a reseeded admin.
+
 ## TLS
 
 The public hostname is Cloudflare-proxied while the origin has a private IP.
diff --git a/deploy/prod/build-release.sh b/deploy/prod/build-release.sh
index 00a3c27..2422e58 100755
--- a/deploy/prod/build-release.sh
+++ b/deploy/prod/build-release.sh
@@ -15,7 +15,7 @@ release_id="harbor-$timestamp-$revision"
 stage=$(mktemp -d "/tmp/${release_id}.XXXXXX")
 trap 'rm -rf "$stage"' EXIT
 
-mkdir -p "$stage/bin" "$stage/web" "$stage/migrations" "$ARTIFACT_DIR"
+mkdir -p "$stage/bin" "$stage/web" "$stage/migrations" "$stage/scripts/threads-profile" "$ARTIFACT_DIR"
 
 if [[ ${SKIP_TESTS:-0} != 1 ]]; then
 	(cd "$BACKEND_DIR" && go test ./... && go vet ./...)
@@ -37,6 +37,12 @@ printf '%s\n' "building static web"
 cp -a "$WEB_DIR/dist/." "$stage/web/"
 cp -a "$BACKEND_DIR/generate/database/mongo/." "$stage/migrations/"
 
+printf '%s\n' "bundling threads-profile scrape script"
+(cd "$BACKEND_DIR/scripts/threads-profile" && npm ci --omit=dev)
+cp -a "$BACKEND_DIR/scripts/threads-profile/scrape.mjs" "$stage/scripts/threads-profile/"
+cp -a "$BACKEND_DIR/scripts/threads-profile/package.json" "$stage/scripts/threads-profile/"
+cp -a "$BACKEND_DIR/scripts/threads-profile/node_modules" "$stage/scripts/threads-profile/"
+
 cat > "$stage/release.txt" <<EOF
 release=$release_id
 revision=$revision
diff --git a/deploy/prod/remote/activate-release.sh b/deploy/prod/remote/activate-release.sh
index c6d65ff..09f2ab4 100755
--- a/deploy/prod/remote/activate-release.sh
+++ b/deploy/prod/remote/activate-release.sh
@@ -48,6 +48,7 @@ test -x "$release_dir/bin/worker"
 test -x "$release_dir/bin/seeder"
 test -x "$release_dir/bin/migrate"
 test -f "$release_dir/web/index.html"
+test -f "$release_dir/scripts/threads-profile/scrape.mjs"
 chown -R root:harbor "$release_dir"
 find "$release_dir" -type d -exec chmod 0755 {} +
 find "$release_dir" -type f -exec chmod 0644 {} +
diff --git a/deploy/prod/remote/bootstrap.sh b/deploy/prod/remote/bootstrap.sh
index 46bc8b0..660e655 100755
--- a/deploy/prod/remote/bootstrap.sh
+++ b/deploy/prod/remote/bootstrap.sh
@@ -14,7 +14,7 @@ fi
 
 export DEBIAN_FRONTEND=noninteractive
 apt-get update
-apt-get install -y ca-certificates certbot curl jq nginx openssl python3-certbot-dns-cloudflare rsync tar gzip ufw fail2ban docker.io docker-compose-v2
+apt-get install -y ca-certificates certbot curl jq nginx openssl python3-certbot-dns-cloudflare rsync tar gzip ufw fail2ban docker.io docker-compose-v2 nodejs npm
 systemctl enable --now docker nginx fail2ban
 
 if ! id harbor >/dev/null 2>&1; then
@@ -26,6 +26,20 @@ install -d -m 2770 -o daniel -g harbor /opt/harbor/incoming
 install -d -m 0750 -o harbor -g harbor /var/lib/harbor
 install -d -m 0700 /var/backups/harbor
 install -d -m 0750 -o root -g harbor /etc/harbor
+
+# threads-profile scrape script needs a real Chromium; keep the browser cache
+# under the harbor user's home so releases (which only ship node_modules) can
+# reuse it across blue/green swaps.
+playwright_version=1.49.1
+# since Playwright 1.49, headless launches need the separate chromium-headless-shell
+# build in addition to the regular chromium build; check both so a partial/older
+# install (or a headless-shell-only download that timed out) doesn't get skipped.
+if [[ ! -d /var/lib/harbor/.cache/ms-playwright ]] \
+  || ! find /var/lib/harbor/.cache/ms-playwright -maxdepth 1 -iname 'chromium-*' -print -quit | grep -q . \
+  || ! find /var/lib/harbor/.cache/ms-playwright -maxdepth 1 -iname 'chromium_headless_shell-*' -print -quit | grep -q .; then
+  npx --yes "playwright@$playwright_version" install-deps chromium
+  runuser -u harbor -- env HOME=/var/lib/harbor npx --yes "playwright@$playwright_version" install chromium chromium-headless-shell
+fi
 rsync -a --delete "$SOURCE_DIR/" /opt/harbor/deploy/
 chown -R root:root /opt/harbor/deploy
 chmod +x /opt/harbor/deploy/remote/*.sh /opt/harbor/deploy/backup/backup.sh
diff --git a/deploy/prod/remote/reset-data.sh b/deploy/prod/remote/reset-data.sh
new file mode 100755
index 0000000..850306f
--- /dev/null
+++ b/deploy/prod/remote/reset-data.sh
@@ -0,0 +1,42 @@
+#!/usr/bin/env bash
+set -euo pipefail
+
+if [[ ${EUID} -ne 0 ]]; then
+  printf '%s\n' "reset-data must run as root" >&2
+  exit 1
+fi
+exec 9>/run/lock/harbor-release.lock
+if ! flock -n 9; then
+  printf '%s\n' "another release or rollback is in progress" >&2
+  exit 1
+fi
+
+if [[ "${1:-}" != "--yes" ]]; then
+  printf '%s\n' "usage: reset-data.sh --yes" >&2
+  printf '%s\n' "this permanently deletes all Mongo, Redis, and MinIO data" >&2
+  exit 1
+fi
+
+compose=(docker compose --env-file /etc/harbor/harbor.env -f /opt/harbor/deploy/compose/docker-compose.yml)
+
+printf '%s\n' "stopping app slots"
+for slot in blue green; do
+  systemctl stop "harbor-gateway@$slot.service" 2>/dev/null || true
+  systemctl stop "harbor-worker@$slot.service" 2>/dev/null || true
+done
+
+printf '%s\n' "stopping data services"
+"${compose[@]}" stop mongo redis minio
+"${compose[@]}" rm -f mongo redis minio
+
+printf '%s\n' "removing data volumes"
+docker volume rm haixun-prod_mongo_data haixun-prod_mongo_config haixun-prod_redis_data haixun-prod_minio_data
+
+printf '%s\n' "recreating empty data services"
+"${compose[@]}" up -d --wait --wait-timeout 180 mongo redis minio
+
+rm -f /etc/harbor/admin-seeded /etc/harbor/initial-admin-credentials
+
+printf '%s\n' "data reset complete: mongo/redis/minio are now empty"
+printf '%s\n' "monitoring volumes (prometheus/grafana/loki/alertmanager) were left untouched"
+printf '%s\n' "next: run release.sh to redeploy app code, run forward migrations, and reseed the admin account"
diff --git a/deploy/prod/reset-data.sh b/deploy/prod/reset-data.sh
new file mode 100755
index 0000000..0f223d9
--- /dev/null
+++ b/deploy/prod/reset-data.sh
@@ -0,0 +1,21 @@
+#!/usr/bin/env bash
+set -euo pipefail
+
+SCRIPT_DIR=$(cd "$(dirname "${BASH_SOURCE[0]}")" && pwd)
+TARGET=${DEPLOY_TARGET:-daniel@10.0.0.33}
+SSH_KEY=${DEPLOY_SSH_KEY:-$HOME/.ssh/harbor_deploy}
+ssh_opts=(-i "$SSH_KEY" -o IdentitiesOnly=yes -o StrictHostKeyChecking=yes)
+
+if [[ "${1:-}" != "--yes" ]]; then
+  printf '%s\n' "usage: reset-data.sh --yes" >&2
+  printf '%s\n' "this permanently deletes all Mongo, Redis, and MinIO data on $TARGET" >&2
+  exit 1
+fi
+
+printf '%s\n' "uploading reset-data.sh"
+rsync -az -e "ssh -i $SSH_KEY -o IdentitiesOnly=yes -o StrictHostKeyChecking=yes" \
+  "$SCRIPT_DIR/remote/reset-data.sh" "$TARGET:/tmp/harbor-reset-data.sh"
+
+printf '%s\n' "The remote host may request the sudo password once."
+ssh -t "${ssh_opts[@]}" "$TARGET" \
+  "sudo install -o root -g root -m 0755 /tmp/harbor-reset-data.sh /opt/harbor/deploy/remote/reset-data.sh && rm -f /tmp/harbor-reset-data.sh && sudo /opt/harbor/deploy/remote/reset-data.sh --yes"