I joined Match during a really interesting time. The stigma about online dating was dissipating and people were moving away from dating sites toward dating apps.

 

​At Match, I worked on the marketing team as a Visual Interactive Designer. On any given day I was designing interactive ad campaigns and digital marketing assets from concept to final product for the various Match group brands. These were static and animated banners, videos, background skins, CRM emails, and landing pages for the big-name sites & apps, international dating sites, niche dating sites, and Princeton Review (for some reason). I also collaborated with our in-house marketing & development teams and worked on partnerships including Google, Facebook, Pandora, and MLB.com.

These are social media and display ads that were created before the dawn of responsive design. Which meant every design had to be done for mobile and desktop. Of course, it wasn’t before targeting so there were always many, many versions for A/B testing to find the most effective ads based on conversions, reach & engagement. That's right — no quick mock-up and resize jobs here! I designed and tailored everything to the types of users (and what those users respond to) on every platform.

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In addition to creating ads for the various dating sites, I was also responsible for creating Email Campaigns and Landing Pages for Match.com and Social Media and Display Ads for Princeton Review and Tutor.com, which were acquired by Match Group in 2014. The Princeton Review and Tutor.com ads that marketed various services including test prep, tutoring, and homework help, were mainly targeted to two groups: Students of all ages & Parents. The Match.com emails were mainly targeted to two different groups: People who showed some interest in Match at one point in time & people who had signed up, but let their membership expire. Data showed that the New Year's Mystery Deal offer email brought in $183k in revenue in 3 days!

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