Bumble has doubled down on expanding its partnership model globally with the hire of Grindr’s Michele Tobin.
She joins as Bumble’s first vice-president of partnerships, having previously served as vice-president of global brand partnerships and advertising. Her new company is pitching itself as a 'women-first social network' since expanding past its dating app beginnings into business and friendship networking.
Alex Williamson, Bumble’s chief brand officer, noted Tobin’s experience in brokering partnerships globally is now “an important focus for Bumble”.
“As our industry continues to evolve, Bumble strives to stay ahead of the curve by working with both established and next-generation companies,” Williamson said.
“We’re excited for Michele to lead our collaborative work with like-minded brands that align with our values and mission to promote equality and women’s empowerment.”
Tobin will be tasked with rolling out a suite of partnership packages to brands looking to engage with Bumble’s user base of more than 50 million. This suite will comprise branded content programs across the app interface, as well as through experiential and “a number” of other platforms, according to a press release.
She has already signed a deal with the movie Booksmart since joining last month.
Tobin comes armed with 15 years’ experience across advertising sales. Prior to Grindr, where she was installed for just over a year, the vice-president led partnerships at fantasy sports provider Draft Kings and Angry Birds creator Rovio Entertainment.
“After working in industries that have ranged from gaming and entertainment to sports, I’m thrilled to be at a company that’s built by women,” she said.
“It is such a critical time for brands to take a stand on social issues and I can’t wait to help accelerate Bumble’s worldwide mission of empowering women, starting with our Booksmart partnership in particular.”