Tinder’s C.M.O. Moonlights as a Matchmaker

It might seem odd that Melissa Hobley is a real-life matchmaker who is working with 50 to 100 singles around the globe at any given time.

She has, after all, spent much of the last decade working for dating apps whose goal, presumably, is for singles to connect through their phones. She is the chief marketing officer of Tinder, a position she’s held since August 2022. Before that she worked for OkCupid for over five years.

It’s not that Ms. Hobley believes that dating apps are dead or even dying, though some statistics show troubles. Bumble and Match Group, which owns Tinder, OKCupid, Hinge and Match.com, among other brands, have lost more than $40 billion in market value since 2021 as they struggle to attract young people to pay for the more expensive features.

Ms. Hobley pointed to Tinder’s great success: It has 50 million users in 190 countries, she said. “Every three seconds a relationship starts on Tinder, which is actually crazy.” (This credence is rooted in a study Match Group did in 2023 that defined “relationship” as anything lasting more than three months.)

But Ms. Hobley, 44, who splits her time between New York City and the North Fork of Long Island with her husband and two daughters, believes there are many ways for people to mingle. She wants to be involved in all of them.

For Ms. Hobley, in-person matchmaking is a “hobby or a passion,” she said, not something she has “ever been paid to do.” Sometimes singles will reach out to her via email or social media asking for help. Other times she strikes up conversations with strangers while out and about. “I will just meet someone at an event or in line for a coffee shop or that amazing doughnut place in Sag Harbor, and we will start talking,” she said. “I’ll say, ‘You’re great. Let’s help you find someone as perfect as you.’”