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Employer Branding ✦ Creative Direction ✦ Social Media

Portfolio

Match Group

Few companies have changed how people fall in love quite like Match Group. Home to Tinder, Match.com, Hinge, OkCupid, Plenty of Fish, and 40+ more, they own the largest dating brand portfolio in the world. I was there during the shift, when swiping replaced searching and mobile changed everything. And I got to design for all of it.

Digital Marketing

Role: Visual Interactive Designer on the marketing team, responsible for crafting interactive ad campaigns and digital marketing assets across the Match Group brand portfolio. ​
 

Goals

  • Elevate brand presence and user engagement across Match Group's diverse portfolio of dating platforms.

  • Drive conversions, reach, and engagement through data-driven creative.

  • Amplify Match Group's reach through strategic platform partnerships.
     

Strategy​

  • Designed for both mobile and desktop in the pre-responsive era, requiring meticulous attention to layout for each format.

  • Leveraged A/B testing with countless iterations tailored to specific user types and platform preferences.

  • Collaborated with in-house marketing and development teams to ensure cohesive campaign execution.

  • Forged partnerships with major platforms, including Google, Facebook, Pandora, and MLB.com.

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Tactics

  • Produced static and animated banners, immersive videos, background skins, CRM emails, and landing pages.

  • Created intentional, platform-specific designs rather than quick resizes or generic mock-ups.

  • Applied targeted advertising principles to tailor creative for distinct audience segments.

  • Extended design work beyond dating brands to additional properties like Princeton Review.
     

Results

  • Delivered polished, conversion-optimized campaigns across globally recognized platforms and niche dating sites

  • Contributed to Match Group's growth during a pivotal industry shift from desktop dating sites to mobile apps

  • Strengthened brand narratives at a transformative moment when online dating stigma was rapidly declining

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Email Campaigns and Landing Pages

Role: Visual Interactive Designer on the marketing team, responsible for crafting interactive ad campaigns and digital marketing assets across the Match Group brand portfolio. ​
 

Goals

  • Re-engage lapsed and prospective Match.com users who had previously expressed interest or held expired subscriptions.

  • Drive awareness and conversions for Princeton Review and Tutor.com across their range of offerings, including test prep, tutoring, and homework help.

  • Reach two distinct audience segments: students of all ages and their parents.
     

Strategy​

  • Segmented campaign targeting to address the specific motivations of prospective versus lapsed Match.com members.

  • Positioned Princeton Review and Tutor.com offerings across social media and display ads to reach audiences at different stages of the decision-making process.

  • Used seasonal and time-sensitive hooks (e.g., New Year's) to create urgency and drive immediate conversions.

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Tactics

  • Designed and executed email campaigns and landing pages for Match.com.

  • Produced social media and display ads for Princeton Review and Tutor.com.

  • Developed audience-specific creative tailored to students and parents across multiple platforms.

  • Created the New Year's Mystery Deal email campaign targeting lapsed and interested Match.com users.
     

Results

  • The New Year's Mystery Deal email generated $183,000 in revenue within three days.

  • Successfully delivered campaigns spanning multiple brands and audience types within a single portfolio.

  • Demonstrated measurable business impact through strategic design and precise audience targeting.

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