BLK’s Head of Brand Discusses Response to Black Lives Matter Protests
Jonathan Kirkland, the Head of Marketing and Brand at Match Group’s BLK, has taken part in an interview with the Dallas Business Journal. He explained how he has had to implement focuses since joining the dating platform for African-Americans.
Less than a month after he was added to the team, the death of George Floyd incident sparked global protests and BLK was pushed to the forefront of all of the Match Group brands, being a driver for conversation and change.
It introduced a new feature #BLKVoices, which took on culturally appropriate questions and encouraged every person in the community to stand up for what they believe in.
Kirkland explained to the Dallas Business Journal: “A big thing that I would hear from, coworkers and even non-black friends is what can we do to help?
“What we wanted to do is to create a platform that’s why we launched #BLKVoices – to be like a sounding board, or a way where our users can give their opinions and give their feelings about timely social and cultural topics.”
BLK also made donations to charities, both locally in Texas and nationally across the US.
Kirkland joined BLK, an app with more than three million downloads, having previously held senior roles at Chappy and Grindr.
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