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Tinder’s CMO Divulges Marketing Tactics In New Interview


Tinder’s CMO Phil Schwarz recently sat down with the editor in chief of MarTech Advisor to speak about his journey in business, and heading the marketing efforts for the dating industry’s biggest app.

Schwarz worked his way up through the ranks at IAC and The Match Group, before taking on his current role at Tinder.

He describes Tinder’s marketing as “pretty unique, and it is a collective effort amongst product, marketing, PR, and others”, with initiatives that are very data-driven.

As he says to Ankush Gupta: “We listen very closely to user feedback and regularly hold focus groups to learn more directly from both Tinder users and non-users alike. I often wear my Tinder tee shirts and people always ask me about it or tell me their experiences.

“I learn a lot about our users and what people like through unexpected conversations in airports, in line at the grocery store, etc. – and that’s irreplaceable.  The challenge is always in balancing the anecdotal with the analytical.”

Read the full interview here.

Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

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