Hello Everyone -
Another week, another great conversation with a notable business leader who’s doing good while pursuing success. And to top it off, a fellow Hoosier (when I cut my arm I bleed cream and crimson).
Without further ado — I sat down with OKCupid’s Global CMO, Melissa Hobley to discuss how she and her team have positioned its dating app and community to differentiate itself within the sea of online dating options.
A quick factoid, OKCupid is one of the original (‘OG’ in Melissa parlance) dating apps. It’s been around for 20 years (and counting). And thanks to Melissa’s leadership, it’s been revitalized through its insight-driven, community-led creative marketing and messaging.
Remember its’ ‘DTF’ campaign in 2018? Not surprisingly, it won a slew of awards.
And most recently, Melissa was recognized by Forbes with her inclusion on its 2022 Entrepreneurial CMO List
OKCupid is for the 100% of folks looking for a match, not a particular segment
Melissa and her team have leaned into the insight that OKCupid’s community members want to delve deeper into a potential match — appearance, demographics aren’t enough. The app allows members to include the social and political issues important to them (this criteria is completely optional)
In order to fully understand the topics and issues important to community members, Melissa and her team are in constant communication mode. Help us understand what your world looks like from your shoes. A good piece of advice for any brand looking to take a stand on any issue
She believes the reason why she and her team are recognized by publications & her peers - like Forbes and AdAge - is through OKCupid’s taking a stance on issues important to their members
Melissa is aware brands need to navigate both external issues — pandemic, supply chain issues, inflation — with internal topics — like gender and race equality. More Americans, especially the younger generations, are demanding transparency in the brands they patronize
For listeners with executive role ambitions, Melissa is effusive about mentorship and relationship building. Who are the people in your orbit who can provide unvarnished guidance and feedback to help you along your career path? Melissa’s inbox is open: melissa@okcupid.com to help the folks who are questioning their path, want to work for a company or brand that is taking a stand on issue(s) important to them, or need a little bit of clarity in their journey
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