Show notes
Melissa Hobley is the Global CMO at Tinder, where she’s responsible for global brand advertising, marketing, social media, and partnerships. She most recently served as CMO for OkCupid, which became known for its message of inclusion and affirmation, winning numerous awards for its breakthrough social campaign under her direction.Prior to joining OkCupid, Melissa was the VP Marketing for Walgreens, and CMO of Buyology, which married the latest discoveries in behavioural economics with product innovation and marketing, with clients ranging from Visa to Nintendo. She started her career as a publicist, working for some of the biggest names in entertainment, TV, and film.00:00 - Intro00:45 - Melissa’s matchmaking side hustle03:00 - Advice for getting matches on Tinder11:55 - The marketing challenges for Tinder13:56 - "It Starts with a Swipe” campaign20:20 - Partnering with Elf Cosmetics22:18 - Brand vs performance marketing26:49 - Why you can’t afford to do boring work29:37 - Product innovation at Tinder35:00 - Dealing with the dating app competition37:38 - Working with experts to understand dating40:12 - Advice on being a successful CMO