The Brain Behind Tinder’s Brand Evolution

A sit down with Tinder's Global Brand Director, Devin Collaren...

Author

Carlo Palomino
January 03, 2025

Welcome back to The Friday Fortune! It’s the first week back after New Year’s, which means two things: the gym is packed, and you’ve already forgotten your resolution to “stop checking Slack after 6 PM.” Don’t worry; we’re here to help you ease back into work mode with some fresh marketing inspiration—no kale smoothies required.

Each week, we bring you insights from top CMOs, creative powerhouses, and bold strategists to keep your campaigns sharp and your energy high—even when you’re secretly counting down to the next three-day weekend.

Here’s what’s on deck this week:

  • A conversation with Devin Collaren, Tinder’s Global Brand Director

  • The behind-the-scenes of fortune cookie ad targeting

  • What to expect from Super Bowl ad season

So, grab your coffee, ignore the inbox backlog for a few minutes, and let’s dive in.

📈 Marketer of the Week

If there’s anyone reshaping the perception of modern dating apps, it’s Devin Collaren, Global Brand Director at Tinder. With a career that spans game-changing roles at OKCupid and now Tinder, Devin’s work redefines the narrative around connection in the digital age. Her focus? Building brands that feel authentic, inclusive, and aligned with how real people want to connect.

Devin’s journey began with a pivotal first job in neuromarketing at BioLogics, where she worked under Melissa Hobley, now CMO of Tinder.

Reflecting on this experience, Devin shared, “She made me feel like I was going to be a part of something meaningful, and I wanted to be in,” emphasizing how this early mentorship shaped her relationship-first approach to marketing. Her knack for creative campaigns came to life at Walgreens Boots Alliance, where she championed a brainstorming session that turned wrinkles into symbols of beautiful, lived experiences.

At OKCupid, Devin led the brand’s bold transformation with the now-iconic "DTF" campaign. It was a moment that sparked both headlines and a cultural reawakening for the platform. “It raised people’s eyebrows and said, ‘OKCupid is cool again,’” she noted. The campaign wasn’t just provocative; it was deeply strategic, positioning the brand as a forward-thinking leader in a crowded market.

Since joining Tinder, Devin has been tackling one of marketing’s hardest tasks: changing consumer perception. Known colloquially as the “hookup app,” Tinder’s reputation has undergone a thoughtful evolution under her leadership. The "It Starts With a Swipe" campaign cleverly addressed the stereotype while highlighting the app’s versatility. “You thought you were looking for one nightstand and ended up with two nightstands,” the campaign declared—acknowledging past perceptions while opening doors to broader possibilities.

Tinder’s innovation didn’t stop there. Devin spearheaded community-focused features like Matchmaker, allowing friends to help users swipe, and Share My Date, enhancing safety by looping friends into dating plans. Both initiatives reflect Devin’s belief in creating authentic, trust-building tools that resonate with Gen Z. “We’ve seen hookup perception trend downward consistently. That’s the power of brand work,” she remarked.

Devin’s Takeaway

For Devin, leadership is about fostering creativity, building trust, and staying authentic to your audience. Reflecting on her approach, she advises, “Raise your hand to work on something that you’re not currently being asked to. That’s how you’re going to grow, it’s how you’re going to learn, and it’s how you’re going to get promoted.” She also stresses the importance of passion and energy in marketing, saying, “Energy is everything. Being proactive and speaking up with a strong point of view can set you apart.”

Devin’s work at Tinder exemplifies these values, from introducing trust-building features like Share My Date to creating campaigns like It Starts With a Swipe that embrace and reframe consumer perceptions. Her leadership philosophy centers on collaboration, empowering her team to shape strategies that resonate deeply with Gen Z.

To hear how Devin is transforming Tinder into a brand that meets people where they are—while changing the way we think about digital connection—tune into the full episode of CMO Weekly.

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team