Suite Talk: Tinder’s Melissa Hobley Wants to Swipe Right on Possibilities and Throw Perfection Out the Window

Melissa Hobley, Tinder’s chief marketing officer, is always learning and experimenting — matchmaking new brands with the app through unexpected collaborations that bring something fresh into the world.

Since Hobley’s arrival at Tinder in 2022, the brand’s marketing has been recognized for its celebration of queer love and commitment to representing the diversity of Gen Z. She has been responsible for global brand advertising, marketing, social media and partnerships.

All of Tinder’s collaborations, said Hobley, are intentional — designed to spark conversations and make bold statements.

In 2024 these eye-catching partnerships included projects with more than a few notable names in the fashion and beauty retailer space including starting off the year by teaming up with London-based American Chinese designer Chet Lo in January. In September, Tinder also collaborated with E.l.f. beauty for a first-date makeup collection inspired by Gen Z and connectivity, before hitting the runway during NYFW with Area through a “Bans Off Our Bodies” T-shirt to raise awareness of reproductive health and rights.

As Tinder readies to make more statements in 2025, Hobley talks to WWD and shares insights into the tech trends she’s excited about now, how she thinks about balance and where she finds inspiration.

WWD: What is a retail/tech trend that you’re excited to see coming to life right now?

Melissa Hobley: One trend I’m really excited about is the rise of unexpected collaborations between tech and retail. It’s all about merging worlds to create something fresh and exciting. Take the E.l.f. x Tinder “Put Your E.l.f. Out There” Vault collection — makeup and matchmaking coming together to help singles “face the first date.”

Another standout is Tinder’s collaboration with Pizzaslime, where we gave away 50,000 bumper stickers to raise awareness for reproductive freedom. It’s all about using creative partnerships to spark conversations and make bold statements in unexpected places.

WWD: What is the best advice you would give someone starting out in their career today?

M.H.: Throw perfection out the window. Like, seriously, burn it. Nobody has time for that anymore.

Curiosity is your new best friend. Ask questions, even the ones that feel silly. Dive into the “why” and “how” of everything. Be the person who’s always learning, experimenting and yes, sometimes failing, because that’s where the magic is.

When I was starting out, I didn’t always know what I was doing — who does? As a girl from Muncie, Indiana, I grew up feeling like an outsider — no connections, no powerful family, no money and definitely no roadmap. I kind of had to figure it out, and that meant being brave enough to walk up to people I didn’t know and start a conversation. I knew how to ask good questions and showed up ready to learn. Don’t forget to find your people, mentors, colleagues, even the one you don’t like, but is super smart — anyone who pushes you to grow and believes in you is someone you want on your team.

WWD: What do you do to “power down” and what does having a work/life balance mean to you?

M.H.: Here’s the thing: I love this work. I’m like an undercover matchmaker IRL too. Powering down doesn’t mean shutting off completely; it’s more like recharging. I find energy in my community and those moments that make life feel full. Balance for me isn’t about strict boundaries, it’s all about doing work that lights me up and then stepping back to soak up joy in other spaces.

WWD: Looking throughout your career, what is a project/launch/product that you are most proud of?

M.H.:  I’m very proud of the first-ever global campaign we launched in 2023 and continues in 2024 year, “It Starts With a Swipe,” celebrating the possibilities that Tinder offers its millions of users whether that’s a one-night stand, summer love or a long-term relationship. It’s playful, fun and taps into this universal truth about human connection.

We wanted something that made people go, “Yes, that’s exactly how my story started.” Seeing it resonate with millions globally has been a joy to see and we’re excited to keep the momentum going in the coming months.

WWD: What inspires you?

M.H.: Possibilities. Full stop. The idea that one small decision, a swipe, a smile, a yes, can change everything. I’m constantly inspired by people who are bold enough to put themselves out there, to chase love or a big idea. My favorite campaigns, like “It Starts With a Swipe,” capture that spirit of openness. It’s a reminder that life is full of doors waiting to be opened, and we get to help people step through them.