Whether you’ve experienced a not-so-pleasant date or ended up meeting your long-term S/O, you or someone you know has probably tried their luck on an online dating app. As one of the top dating apps out there, Tinder is an absolute powerhouse when it comes to reaching their college market and tapping into the right partners.
As the Marketing & Events Manager at Tinder, Her Conference panelist Addison Culler knows the marketing, events and social media landscape like the back of her hand. We chatted with Addison on how she got her foot in the door at one of the most successful dating app businesses, how she nailed a collab with Cardi B, and her advice on how to find your passion when there’s just so many options out there.
Her Campus (HC): How did you get involved in the marketing industry?
Addison Culler (AC): I pursued modeling when I first graduated from college, and after a couple of years, I knew I was passionate about switching industries. The most important thing I did to make that career transition was to network! I talked to friends about my interest in marketing, especially those that were in the field. Everyone who is currently in this industry had to enter it for the first time. We all have that common experience and we all want to help each other follow their passions!
HC: What has been your favorite event or moment working at Tinder?
AC: Pairing music and Tinder is a no-brainer (we even have the ability to add an Anthem from Spotify to your Tinder profile), so we decided to do a March Madness bracket-style nationwide competition called Swipe Off. The most right-swiped university won a free Cardi B concert! The timing couldn’t have been better because she had just announced her album release and organically mentioned Tinder in her song “Drip,” which was insanely cool. It was incredible to see campuses come together for this competition. The school spirit alone was really inspiring! UMass Amherst won and seeing over 6k students attend the concert was unbelievable.
HC: What are the biggest challenges you have faced working in this industry? How did you overcome these challenges?
AC: Events are challenging for a number of reasons. The most obvious is that they will never go exactly as planned. There will be hiccups, so it’s important to make decisions quickly and move on from it. The most important — and often overlooked — challenge is demonstrating ROI (return on investment) for an event. You know that the event is a positive brand play, but you can’t always attribute quantifiable results to that. I’ve learned that treating an event like its own campaign and incorporating elements such as social media, influencers, and paid media provide more tangible key metrics to help prove the success of your event.
What words of wisdom (well-known quotes, an anecdote from a mentor) do you find most valuable?
AC: One of my mentors told me to not get stuck in the weeds. As marketers, it’s easy to get excited about or caught up in the details. What I’ve started to learn over time is that a lot of the details, or “weeds”, that I would be indecisive about were not always the best use of my time. Often, it would also take up the time of the partner, vendor, designer, etc. that I’m working with. Bottom line: trust your gut, and make a decision so you can complete tasks more efficiently.
What is one essential skill that someone in the marketing industry should have?
AC: The first thing that comes to mind is simple: be a go-getter. It’s such an important skill (and mindset) to have, especially when the work environment is fast-paced like Tinder. To me, that quality really shows that you’re excited to learn, can execute on your own, and are willing to do what it takes to get the job done. I think there’s a lot of confidence that comes with that, too — and that’s contagious across the whole organization.
What encouraging advice would you give to a 20-something with aspirations in media, marketing, or events?
AC: While it may be hard to imagine at first, it’s important to remember that your major does not pigeonhole you into one specific career path. I switched from an advertising major to PR for only one semester because I thought that was what I wanted to pursue. After completing a PR internship, I learned otherwise. During that time I also learned that these majors are oftentimes interchangeable and it’s to your advantage to experience a variety of internship positions. That will help you determine what you’re passionate about (outside of the classroom) and you’ll learn more about other areas within the industries, making you more well-rounded throughout your career!