National Campus & Lifestyle Partnerships
Brand: Bumble
Role: Program Lead, Field Marketing + Brand Growth Strategy
Timeline: August 2019 - January 2020
Overview
Developed and executed a nationwide field marketing program designed to accelerate Gen Z user growth and position Bumble as a lifestyle brand rooted in connection, not just dating. The program combined campus activations, lifestyle partnerships, and ambassador-led engagement to drive scalable, localized impact across priority markets.
Strategy & Execution
Brand & Marketing Strategy: Integrated campus activations with lifestyle partnerships to expand Bumble’s cultural relevance beyond the app. Partnered with Lifestylez “Snodaze” to embed Bumble into high-impact student travel and social experiences.
Program Leadership: Recruited, trained, and managed 20+ ambassadors across 12 markets, empowering local teams to drive authentic engagement, event execution, and user sign-ups.
Creative Direction: Oversaw event concepting, partner alignment, and budget allocation to ensure brand consistency while allowing for local market nuance.
Systems Development: Built scalable frameworks for approvals, creative reviews, ambassador reporting, and performance tracking. These systems were later adopted company-wide to support future campus and field marketing initiatives.
Impact
Reached 7,200+ students through national campus and lifestyle activations.
Produced 36+ ambassador-led events across key Gen Z markets.
Increased app registrations and positive brand sentiment among target audiences.
Established a repeatable, scalable playbook used by Bumble HQ for ongoing campus growth.
Why It Matters
This program laid the foundation for Bumble’s long-term Gen Z growth strategy. By combining cultural insight, local execution, and scalable systems, the initiative proved that community-led marketing can drive both brand equity and measurable growth. It transformed campus marketing from a series of one-off events into a disciplined, repeatable engine for connection.