Tinder Hires New Content VP to Run Shared Experience Strategy

Tinder has hired Jaime Freedman to fill a newly-created VP of Content role, to oversee its future shared experience strategy.

Freedman joins from NBCUniversal where she served as SVP of Digital Growth and Audience Strategy. Prior to this she held a content advisory position at Hallmark Labs and is a founding member of CHIEF, a private social network for female leaders.

Her responsibilities at Tinder will include building out the content strategy for the dating app’s various interactive experiences, such as the new Explore section and Swipe Night.

Tinder CEO Renate Nyborg said in a statement: “Gen Z is looking for new ways to experience the magic of human connection: ways that blur boundaries between online and offline, and that feel fun and spontaneous.

“The early success of Explore and interactive content like Swipe Night prove that shared digital experiences can turn a match into meaningful conversations. We believe content is core to the future of how new people will meet and get to know each other, and we’re incredibly excited to have Jaime bring a new level of expertise to Tinder.”

The Explore section started rolling out in English-speaking markets in September. It is the home for all of the available dating options and filters. The new ‘Hot Takes’ feature was included in the addition, where users give their opinion on a set topic which kick-starts the conversation with a new match.

Tinder aired the first episode ‘Swipe Night: Killer Weekend’ on Sunday. It is the second season of the original choose-your-own adventure series where viewers can make connections with others who made similar decisions.

Freedman added in her own comment: “I’m so excited to be joining Tinder at a transformational time for the brand. 

“Content has the power to help bring people together, all over the world, in a fresh way on Tinder, and I can’t wait for our members across the globe to keep making meaningful connections through these new experiences.”

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Dominic Whitlock

Dominic is the Editor for Global Dating Insights. Originally from Devon, England he achieved a BA in English Language & Linguistics from The University of Reading. He enjoys a variety of sports and has a further passion for film and music.

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