Tinder’s Melissa Hobley is CMO of the Week

For two years, Melissa Hobley has been the chief marketing officer of Tinder, viewing her role as akin to a “chief connections officer.” She emphasizes that Tinder’s mission is to inspire connections for everyone, acknowledging the universal challenge of dating.

Hobley’s approach is inclusive, paying close attention to diverse identities, whether they are straight, queer, trans, non-binary, young, or old. She highlights that Tinder is the top dating app in over 130 countries, with an average of three billion daily swipes, emphasizing the app’s global reach and impact.

Tinder’s latest brand campaign, “It Starts with a Swipe,” recreates classic rom-com scenes with a modern twist, underscoring that while life might not mimic movies, dating apps can still lead to sweet beginnings. “We used real conversations from couples who met on Tinder and are still together,” Hobley explains, illustrating that genuine romances can start with a swipe.

Hobley’s role extends beyond marketing; she is deeply involved in understanding cultural nuances and challenges in dating across the globe. For instance, she points out the disparity in LGBTQ+ rights in Tokyo compared to the U.S., highlighting the complexities of dating in different cultural contexts. Her job involves not only promoting Tinder but also reflecting these diverse dating experiences in their marketing and product strategies.

Navigating global and local dynamics is crucial, and Hobley stresses the importance of humility and cultural understanding. In dating, where customs and gender roles vary widely, Tinder’s strategy is to listen and adapt to local contexts while maintaining a global presence.

Hobley’s background, including her tenure at OKCupid and experience in communications, shapes her approach at Tinder. She values curiosity and storytelling, drawing from her extensive experience to drive connections and adapt to the evolving digital dating landscape.