Grindr
Presentation Leader
Grindr is a global social networking and dating platform serving the LGBTQ+ community, connecting millions of users through location-based technology.
At Grindr, I partnered with the Director of Ad Sales to reframe Grindr’s narrative around connection and community, expanding the story beyond niche advertising to position the platform as a high-value media environment.
Together, we reshaped the sales narrative to attract new categories of brand partners by highlighting the platform’s engaged audience, strong purchasing power, and exceptional brand loyalty.
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Audience
Prospective brand advertisers evaluating Grindr as a media channel.Goal
Historically, Grindr’s advertisers skewed toward categories like dating services, nightlife, sexual wellness, and underwear brands. The goal was to reposition the platform to attract mainstream global advertisers across new verticals and demonstrate that Grindr users represent a highly engaged, high-value audience.Approach
Worked with the Director of Sales to reposition Grindr as a platform centered on connection, culture, and community, supported by data demonstrating the scale, purchasing power, and brand loyalty of LGBTQ consumers. The deck highlighted Grindr’s 18M global users, 5.6M daily active users, 325M messages sent daily, and 54 minutes average time spent in the app, reframing the platform as one of the largest global LGBTQ media channels rather than just a dating app.Impact
The narrative shift helped attract a broader set of advertisers and position Grindr as a serious media platform for reaching LGBTQ audiences year-round. Partnerships expanded beyond traditional categories to include brands such as Levi’s, Netflix, Samsung, Marriott, Spotify, and MINI, demonstrating the platform’s value across entertainment, travel, technology, retail, and automotive sectors.
