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Welcome to a special episode of the Marketing Vanguard podcast recorded at Brandweek 2024 in Phoenix, Ariz. Today, host Jenny Rooney speaks with Jackie Jantos, chief marketing officer at Hinge, the dating app “designed to be deleted.”
Jantos shares her personal journey with online dating, highlights Hinge’s mission to foster intentional relationships, and discusses their unique approach to connecting with Gen Z. With insights from her diverse background and leadership philosophy, Jantos emphasizes the importance of authenticity and social impact in marketing.
“At Hinge, we focus on fostering intentional relationships,” she says on the podcast. “Our onboarding process is slower by design, encouraging users to engage meaningfully rather than just swiping.”
Before Hinge, Jantos was CMO at Dashlane, a leading data privacy and management company. Her experience spans 20 years of developing global brand strategies and marketing programs for Spotify, Coca-Cola, and Ogilvy.
Jantos served for over five years as vp of global brand and creative at Spotify. There, she and her 100-person marketing team designed all aspects of the Spotify brand and numerous award-winning creative and content programs. She left Spotify in late 2018 following its debut on Interbrand’s Best Global Brands report and the company’s successful listing on the NYSE.
Don’t miss this thought-provoking conversation about the evolving dating landscape and how brands can make a meaningful difference.
Key takeaways:
08:56 The Power of Integrity in Leadership and Branding — Jantos highlights the importance of integrity in leadership, reflecting on feedback from a senior leader at Coke. She emphasizes how integrity influences decisions on partnerships and problem-solving within an organization. She also notes that Gen Z and her own children are highly perceptive when it comes to media and marketing. She believes that young consumers value integrity in brands and are willing to spend more on the brands they trust.
10:33 Empowering Gen Z Through Purposeful Branding — Optimism and social impact are crucial to branding, particularly in serving Gen Z. Jantos avoids relying on news to predict the future, instead drawing inspiration from diverse perspectives from the dynamic team at Hinge. She urges brands to increase efforts in DEI and social impact, especially in addressing the crises Gen Z faces. She believes now is the time to amplify resources and creativity in these areas.
14:57 Shaping Hinge’s Strategy for Meaningful Relationships — Jantos discusses Hinge’s recent impactful work with strategy partner Sylvain, focusing on how dating apps influence relationships and identifying opportunities to improve them. Culturally rich research has empowered Hinge’s 300 employees to align their product, marketing, trust, and safety efforts with the company’s strategy. By fostering a deep connection to culture, Hinge aims to create meaningful social impact and enhance the dating experience for users.
