Hinge unveils its most swiped-right marketing professionals
Dating app Hinge has chosen its 30 most sought-after singles in the marketing and business development industry based on swipe-right rates within the app, degrees earned, and the positive impact they are having on the industry.
Hinge is similar to Tinder except for one crucial difference – Hinge primarily matches you with people you share Facebook friends with, meaning there are only so many options for its users. If users get to the point where they run out of matches within their immediate social circle, Hinge will start making more distant connections, such as people whose Facebook friends share their Facebook friends with you.
By keeping the dating pool within one’s social network, the app is meant to be seen as a more serious alternative to Tinder for those who might be looking for a relationship instead of just hooking up.
According to Hinge, 99 per cent of its users are college educated, 90 per cent are between 23-26, and it’s used in 34 US cities along with four international ones – London, Toronto, Sydney, and Mumbai.
The Drum recently spoke with two of Hinge’s ‘most eligible singles in the marketing industry,’ Julia Perez and Alexis Garavaryan, to discuss whether or not Hinge is good platform to market oneself, how they find time to date in such a fast-paced industry, and what marketing lessons brands can take away from the rise of dating apps such as Hinge, Tinder, and Bumble.
Julia Perez: US Digital Marketing Manager, House of Marley
Perez said that while landing on Hinge’s list is “quite the compliment,” she doesn’t feel like one of the most-swiped right professionals in the business.
That might be because she’s been quite busy recently – while working at ICED Media last year, she helped retailer Wet Seal win the 2014 Shorty Award for ‘Best Brand on Snapchat’ through a campaign involving YouTube star Meghan Hughes, aka Miss Meghan Makeup, that beat out big brands including Taco Bell.
At House of Marley, a company that makes earth friendly headphones, speakers, and other music accessories, she’s tasked with managing social media and content strategy as well as e-commerce and e-mail marketing.
“I have a true passion for digital and to be able to see followers and consumers like something one week and then comment to say they bought a new pair of headphones is so rewarding,” she said.
When it comes to dating, Perez said that any digitally-connected professional is hyperconscious about how they portray themselves online.
“For single professionals, dating apps are an extension of social networking,” she added.
While she thinks dating itself isn’t necessarily difficult in the marketing industry, she noted that finding time to date is the bigger issue.
“It’s more about priorities. The people who are in this industry happen to be extremely driven so dating just takes a back seat. It’s important for me to be very selective about how I spend my time. Career definitely comes before dating, always,” she said.
For brands looking to leverage the popularity of apps such as Hinge, she said they need to realize that it’s going to be nearly impossible for them to make anything a trend.
“Followers and consumers make something cool,” she said. “Brands need to know where people are hanging out. If you’re on Hinge, and your audience is, stay there and make it a viable option for marketing.”
Alexis Garavaryan: Senior Manager of Worldwide business Development at Xbox
Garavaryan said that while he’s humbled and surprised to be named to Hinge’s list, it’s “definitely nice.”
“I did not expect it so it was quite a shock, but also flattering,” he said.
Originally from Paris but now living in LA, Garavaryan said dating in the US has been tricky since “Europeans and Americans have different ways of going about approaching romance and relationships,” he said.
“In Europe, it’s not socially acceptable to be going out with multiple people at the same time. Especially if there’s any form of contact, even kissing. It’s a very different dynamic that you have to get used to,” he added.
He said Hinge helps create a quality barrier when it comes to dating, where users get matched with people who he described as being “much more adapted to your interests.”
At Xbox, he’s primarily tasked with sourcing pitches for games, choosing which ones are worth investing in, and deciding who to partner with in order to help them make the best products possible.
“My job is primarily to travel all across the world and meet with the best independent game studios, create relationships, and find original content for Xbox,” he said.
See the full list below:
1. Rakhi Viora: North America Business Development Manager, Microsoft Financing
2. Chris Oetting: Director of Business Development at Boatbound
3. Daniel Wein: Associate Press Secretary at The Sierra Club
4. Lana Li: Marketing at Teikametrics; Building a Food Media Brand on the Side called Hello Lana
5. Alexis Garavaryn: Senior Manager of Worldwide Business Development at Xbox
6. Jessie Berry: Director of Marketing at iQ media
7. Brian Watson: Director of Experience at VSCO
8. Julia Perez: US Digital Marketing Manager, House of Marley
9. Bob Reish: Business Development at WeissBeerger
10. Don Quinn: Vice President of Sales and Marketing at Infinite Analytics
11. Joey Brooks: Content Strategist at The Marketing Arm
12. Liz Cress: Associate Client Manager for Nielsen Marketing Analytics Professional Services
13. Ryan Picou: Director of Team Marketing Business Operations at the NBA
14. Clare Weiss: Business Development at LMI
15. Daniel de la Torre: Senior Account Executive at Tribal Worldwide
16. Olivia Wagner: Assistant Marketing Manager at Boulder Brands
17. Brett Orr: Sr. Account Executive at Insight Global; Sr. Account Coordinator at Microsoft
18. Kayla Masterman: Sales and Marketing Associate at The Advisory Board Company
19. Ben Flor: Director of Reverse Product Solutions at Brightstar; Entrepreneur with a company that has two products (Muted and Wobble Guard)
20. Shaista Shenoy: Client Success Manager at Curalate; Performer with Shiamak Davar's Special Performers Batch (Professional Indian Dance Troupe)
21. Blake Hill: Team Lead – Sales Recruiter at Betts Recruiting
22. Tanveer Kathawalla: Manager of Business Development at Enterprise Florida
23. Haley Patoski: Associate Product Manager of User Acquisition at Kongregate
24. Max Hamilton: Sales Operations at Bisnow
25. Brin Rustin: Human Resources Assistant at ZS Associates
26. Sara Markwith: Sales Consultant with Unishippers
27. Brandon Washington: Event Marketing, Experience Strategist
28. Amanda Scott: Account Management at Vibes Media
29. Daniel Pourashgar: Business Development at Airbnb
30. Madeline Grose: Account Executive at Obu Interactive