Bumble Events Calendar
Brand Storytelling & Event Strategy
October 2019 – April 2020
The Challenge
When I joined the Bumble Field Marketing team, event discovery was inconsistent; Regional Ambassadors were relying on their own Instagram or Facebook posts to promote community events, with no centralized hub to house key details. This meant users were missing out on opportunities to connect - not because they weren’t interested, but because they didn’t know where to look.
As Bumble expanded its event strategy, the need for a brand-owned destination became clear: it was time to shift from fragmented promotion to a unified, brand-forward experience that made it easy (and exciting) for users to find events in their city.
Audience Focus
Our focus was on both current and prospective app users - individuals who were curious, connection-seeking, and likely to attend events if they could easily find the details. These users responded best to a tone that was inclusive, welcoming, and unmistakably Bumble: bright, bold, and community-driven.
My Role & Strategic Approach
As project lead, I owned this initiative from concept through execution. I spearheaded research, implementation, and company-wide onboarding for Splash, a branded event marketing software that would become Bumble’s official events hub.
To bring the vision to life, I worked cross-functionally with key teams across Bumble - including Brand, Legal, Product, Partnerships, Creative, Finance, and Field Marketing - ensuring the platform was approved, aligned, and supported across all departments. I also developed a detailed training toolkit and hosted onboarding sessions to empower ambassadors, contractors, and internal teams to use the tool effectively and consistently.
From strategy to aesthetics, I worked closely with our internal creative partners and external vendor partners to ensure every detail aligned with Bumble’s signature look and voice.
Solutions in Action
Created a centralized Bumble-branded events page using Splash
Wrote and refined event copy to reflect brand tone and narrative
Developed an internal training guide and led onboarding sessions
Streamlined event promotion by aligning social and digital assets with the new hub
Ensured consistent branding across all event listings and touchpoints
Results & Resonance
The new events page quickly became a go-to resource for both internal teams and community members. Ambassadors and national marketing leads embraced the platform, using it to house and promote events nationwide.
Internally, the change brought clarity, consistency, and efficiency. Externally, it gave Bumble users a clear, branded destination to discover and attend events - strengthening their connection to the brand and reinforcing Bumble’s role as a connector in real life.
Why It Matters
At its core, this project was about accessibility, alignment, and intention. I believe strong strategy starts with understanding what people need - and then building simple, scalable systems that meet those needs while deepening brand connection. For Bumble, that meant giving its community an easy way to show up - and making sure the experience felt distinctly Bumble from first click to final RSVP.