Tinder ramps up on content marketing with hire of NBCUniversal SVP

Following the launch of Explore, a new space on Tinder where members can meet people through interactive and hyper-local experiences, the company is doubling down on its strategy to help members connect with someone new through content.

As part of this strategy, the company has created a new VP of content role that will be filled by Jaime Freedman, a long-time creative executive who most recently served as SVP at NBCUniversal. In her role, Freedman will be responsible for building out the content strategy that will fuel current and future shared experiences across Tinder. Prior to E!, she spent a year as a marketing and content strategy advisor to the CEO of Hallmark Labs and over a decade in publishing at Travelzoo.

Over the past year, Tinder has launched live experiences such as VIBES and Hot Takes that have already begun transforming the outcomes its members are experiencing. Not only are more members than ever connecting with new people in Explore, they are 10 times more likely to make a new match playing Hot Takes. Now with Freedman, the company will have a dedicated team working to bring timely, relevant and localised content based experiences to its members around the world.

“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,” said Renate Nyborg, CEO of Tinder. “The early success of Explore and interactive content such as 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,” said Nyborg.

“I’m so excited to be joining Tinder at a transformational time for the brand,” added Freedman. “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.” Freedman joins Tinder with more than 15 years of experience creating engaging and entertaining content for a variety of audiences across industries including entertainment, lifestyle, and the media space. She spent the last four years overseeing digital growth and audience strategy for E! News.

In May, Tinder launched Vibes where members of the app will be alerted when Vibes kicks off in their area via a push notification or when they open the app. Participants will then answer a series of questions to give potential matches more insights into whether they will "vibe". The people "vibing" will be displayed on potential match profiles for 72 hours to give them more time to start conversations within the chat window. In Southeast Asia, Tinder matched with M&C Saatchi Performance for performance marketing duties.

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