Tinder has appointed a new Chief Marketing Officer, tasked with targeting the Gen Z demographic. George Felix was hired with a specific view to help the app reach younger generations as in-person dating resumes.
He will start the new role on 26th April, succeeding former CMO Jenny Campbell, who left the company in November to join fashion outlet Kate Spade New York.
Felix is an experienced marketing executive, previously working for large companies including Yum Brands, the owner of Pizza Hut and KFC, and consumer-goods leader Procter & Gamble Co.
He said in a statement: “The opportunity to work on a brand as culturally relevant as Tinder is what drew me to this opportunity. The possibilities for Tinder as a global brand are endless.
“I’m thrilled to be joining during a time when a new generation is emerging to redefine relationships and the ways they want to meet new people.”
The COVID-19 pandemic has seen a marked increase in users turning to online dating. Tinder generated nearly $1.4 billion in revenue in 2020, up 18% compared to the previous year.
Furthermore, nearly 50% of Gen Z Tinder users had a video chat with a match during the pandemic, more than any other generation on the platform. 40% also revealed that they are planning to continue using the feature after the pandemic is over.
CEO Jim Lanzone added: “It is rare to find a marketing leader who not only delivers iconic brand positioning and outstanding results, but continually does so in new ways with very different brands.
“George has been uniquely successful at every stop of his career, always finding innovative ways to break through, while establishing brand positioning that far outlasts his tenure.”
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