OkCupid CMO Talks India Progression in New Interview

OkCupid CMO Melissa Hobley has been interviewed by The Financial Express, an English-language business newspaper based in India.

She explained what her typical working day looks like, how she spends her free time and how the Match Group-owned platform is working towards creating a fulfilling dating culture.

Users who do not follow the community guidelines are removed as soon as possible. Hobley revealed this is a larger issue in India, a country where a conversation around gender equality is only beginning to come to the fore.

Earlier this year, OkCupid brought the #SubstanceOverSelfies campaign to India for the first time, a movement that encouraged singles to upload pictures with their faces covered by an object that hints at an aspect of their personality.

Hobley said a weekday usually starts with a “strong coffee” while she checks the latest news and social media posts to see what is being said about love and dating.

She continued: “We spend a lot of time looking at the issues that matter to women — from a good margarita to feminism! It helps us shape a culturally relevant dating app.

“The afternoons are spent with the team; we might be looking at how daters are connecting in Mumbai or how we are seeing a lot of growth in LA or New York City.”

The second wave of OkCupid’s controversial DTF marketing drive was rolled out in the US last month. The billboards have been criticised by authorities in a few cities for being overly political and sexual.

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