Dating app Tinder has hired Kristen Hardeman as its new country manager of Australia. In this role, Hardeman will be responsible for overseeing marketing operations in Australia and building the brand strategically in market.
“As a brand that is at the intersection of culture and dating, we were eager to find someone who understands the mindset of the Gen Z audience and who can help us reach them in an authentic way,” said Jenny Campbell, CMO of Tinder.
“Kristen’s background in creating unique experiences and strategically marketing to new audiences for the Australian market made her the perfect choice for the Country Manager role at Tinder.”
Prior to joining Tinder, Hardeman led consumer marketing for Intel Australia, where she used innovative marketing initiatives and strategic partnerships with the Sydney Opera House and Vivid Sydney to grow the brand and reach new audiences. Hardeman also has extensive experience leading accounts at notable creative agencies in Sydney and New York including The Monkeys, Saatchi & Saatchi and JWT. She worked across a broad range of sectors from technology to entertainment, banking, not-for-profit, FMCG and new business, and will be bringing this experience with her at Tinder.
“When Tinder entered the market six years ago, it completely changed how people meet and date all over the world,” said Hardeman
“I’ve been able to see first-hand how it has impacted social culture here in Australia and I couldn’t resist the opportunity to join such a trailblazing brand.”
With its continued expansion into the APAC region, the social app has also brought on Hiroko Kujime and Giuliano Octavianos as marketing and business development managers to lead its growth efforts in Japan and Indonesia respectively. Kujime and Octavianos will develop and execute strategic marketing initiatives for Tinder and optimise local campaigns for brand growth across Asia.