G2 – Michael Kaye, Director of Brand Marketing & Communications at OkCupid and ARCHER, shares insights into his journey, marketing strategies, and the role of storytelling, data, and inclusivity in building impactful brands. Here's a quick dive into his thoughts on career, innovation, and staying relevant in the ever-evolving dating app space.
Q: How did you become a leader in brand marketing and communications?
I transitioned from PR roles to marketing at Match Group, leading campaigns for OkCupid and launching ARCHER.
Q: What are OkCupid's best practices for success?
We focus on data storytelling, localized narratives, and creating emotional connections with users.
Q: How do you measure emotion in data?
We analyze optional questions users engage with most, reflecting their priorities and connections to key topics.
Q: How do ARCHER and OkCupid stand out?
ARCHER focuses on visibility and celebration with features like face-photo profiles, while OkCupid targets younger users with campaigns addressing their values.
Q: How does ARCHER support users on their journey?
Through the ARCHER Health Hub, offering resources on LGBTQ+ topics like coming out and diversity in dating.
Q: How does OkCupid stay relevant?
By engaging in brand partnerships and addressing issues that matter to Gen Z and millennials, like mental health and climate change.
Q: What trends do you see in consumer behavior?
Unexpected yet authentic collaborations capture attention while staying true to brand values.
Q: What can G2 learn from OkCupid?
Localization and personalization, tailoring experiences to specific markets and cultures. Q: What are your career goals? Achieving ARCHER's next milestone while exploring AI in marketing and expanding my expertise.
Q: How do you balance work and life?
By prioritizing key tasks and taking offline time for activities like cycling and reading.
Q: What role has mentorship played in your journey?
It's been vital, from lessons in hard work by my grandparents to professional guidance from mentors like Melissa Hobley.
by Kamaljeet Kalsi
See full article at G2
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