Michele Tobin joined social platform Bumble as VP of Partnerships in March 2019. Formerly Head of Global Advertising and Partnerships at Grindr, the new hire says she’s “thrilled” to be working with a company that’s built by women.
She begins at a busy time for the app, which has just welcomed Serena Williams to its VC wing as an investor and launched a podcast focused on female empowerment.
Last month, the service introduced a networking tool that allows Bizz users to exclusively see women as they browse.
One of the first collaborations Tobin is helping to execute is with Annapurna Pictures, the production company behind movie Booksmart. Released on 24th May, the comedy follows school friends as they move to university.
GDI caught up with Tobin to find out more about her new role. Find the full interview below:
What drew you to Bumble as a company, and what are you hoping to achieve in your new role?
MT: “I was interested in working for a mission-based brand that I could get excited about. I’ve admired Bumble from afar for a while now, and was impressed with their innovative marketing approach and ability to swiftly build such a positive, empowering global brand.
If my efforts can accelerate Bumble’s efforts and help us reach our goal of ending misogyny and empowering women, that will feel like a success.”
What lessons do you bring with you from industries like gaming and entertainment?
MT: “My previous roles have focused heavily on mobile-centric companies with strong consumer brands, which has cultivated a skillset that will be utilized in my new role as Bumble’s Vice President of Partnerships.
The lessons I’ve learned and skills I’ve gained will definitely be helpful when collaborating with other like-minded brands to engage with our community of over 50 million users across the world.”
How do you ensure a given brand collaboration is going to be successful? What are the key things you look out for?
MT: “The most important considerations for us at this stage when choosing to collaborate with a brand will be ‘does the brand align with Bumble’s mission and values’ and ‘does the collaboration bring value to the Bumble community’.”
Are there any new partnerships coming up that you can drop hints about?
MT: “Definitely! Although we can’t disclose specifics now, look for partnerships coming soon with some amazing brands in the entertainment, beauty, health & wellness, and travel verticals.”
Visit the Bumble website here.