X

This is not a paywall.

Register for free to continue reading.

The news sucks. But your reading experience doesn't have to. Help us improve that for you by registering for free.



Please create a password or click to receive a login link.


Please enter your password or get a login link if you’ve forgotten


Open Sesame! Thanks for registering.

First Thing, Daily Maverick's flagship newsletter

Join the 230 000 South Africans who read First Thing newsletter.

We write for you

It’s a public service and we refuse to erect a paywall and force you to pay for truth. Instead, we ask (nicely and often) that those of you who can afford to, become a Maverick Insider and help with whatever you can. In order for truth not to become a thing of the past, we need to keep going.

Currently, 18,000 (or less than 0.3%) of our brave and generous readers are members; which says a lot about their characters and commitment to our country. These people are paying for a free service in order to keep it free for everyone.

They are the true South AfriCANs.(Sorry, we couldn’t help ourselves.)

Support Daily Maverick→
Payment options

Tinder Appoints Former Pizza Hut CMO Amid Push For Gen...

Business Maverick

Business Maverick

Tinder Appoints Former Pizza Hut CMO Amid Push For Gen Z Users

The Match Group Inc. Tinder dating application Photographer: Gaia Squarci/Bloomberg
By Bloomberg
13 Apr 2021 0

Tinder has appointed a new chief marketing officer as part of an effort to attract new, younger users to its dating platform.

George Felix, a former marketing executive at Yum Brands Inc. who helped revive Pizza Hut and KFC, will assume the new role on April 26, a company spokesperson said.

Tinder, owned by Match Group Inc., and other dating apps including Bumble Inc. have tried to keep users interested amid pandemic-induced restrictions that have kept people at home swiping left and right to find new friends or romantic partners. As cities and businesses begin reopening and in-person socializing returns, Tinder is doubling down on Generation Z — which comprises over half of its user base — to maintain growth.

A key part of Felix’s mandate will be to engage and recruit more Gen Z users, according to a statement from the company on Monday. A recent study conducted by the dating-app showed nearly half of the Gen Z cohort had a video chat with a match during the pandemic and 40% plan to continue using video even when the pandemic is over. Gen Z is the newest generation and generally includes people born between 1997 and 2012.

“The possibilities for Tinder as a global brand are endless,” Felix said. “I’m thrilled to be joining during a time when a new generation is emerging to redefine relationships and the ways they want to meet new people.”

Felix will replace Tinder CMO Jenny Campbell who left the company in November and is now at Kate Spade & Co. Before Tinder, Felix served as CMO of Pizza Hut and director of marketing for KFC where he oversaw the popular “The Return of Colonel Sanders campaign.

Match Group commands a majority of the dating-app market share in the U.S. as the parent company of Hinge, OkCupid and Match.com.

Gallery

Comments - share your knowledge and experience

Please note you must be a Maverick Insider to comment. Sign up here or sign in if you are already an Insider.

Everybody has an opinion but not everyone has the knowledge and the experience to contribute meaningfully to a discussion. That’s what we want from our members. Help us learn with your expertise and insights on articles that we publish. We encourage different, respectful viewpoints to further our understanding of the world. View our comments policy here.

No Comments, yet

Please peer review 3 community comments before your comment can be posted