Gen-Z Digital Opps: Tinder loses its CMO amid spend decreases (Score 69)

Tinder's CMO, George Felix, departed for the same role at Chili's Grill & Bar in May 2022. Felix held the role for just over one year. In the same month, Tinder promoted Stephanie Danzi to SVP and global head of marketing, which makes her the company's top marketing DM. I am unsure if Tinder is searching for a new CMO, but we will be sure to update you once any news surfaces. We told you about Tinder's new global media AOR in January. 

According to Pathmatics, Tinder earned 24m impressions YTD through desktop video ads (5%) and Instagram ads (5%). It placed 100% of these ads directly onto youtube.com, instagram.com, twitter.com and facebook.com. It spent approximately $399.3k on digital display ads YTD, a significant (73%) decrease from $1.5m spent in this channel during the same time period of 2021. Full-year spend fell by 41% from $2.7m in 2020 to $1.6m in 2021. 

Sellers-- Tinder's target audience mainly consists of Gen-Zers. It reaches these demographics through digital display ads. The company has cut spend significantly over the past two years. This indicates that high-ROI investments are very important for Tinder. Get in touch with the recently-promoted marketing SVP to see if she plans on increasing spend any time soon. 

Agency & martech readers-- Tinder picked up its media AOR, VaynerMedia, and its creative AOR, Mischief @ No Fixed Address, in late 2021. Both of these accounts are likely secure for now even though the company's CMO just left. I recommend offering complementary services such as digital, social media or PR assistance instead.