Bumble’s chief marketing officer (CMO), Selby Drummond, is leaving after four years with the dating app.

The business confirmed she will exit in January to pursue an external opportunity. It did not state how her role would be replaced.

Drummond joined Bumble in 2020 and served as its chief brand officer before taking on the CMO role in July 2024. Prior to Bumble, Drummond held roles at Snap and Vogue, spanning partnerships, marketing, and editorial.

“Selby has been an outstanding steward of Bumble’s iconic brand over the last four years,” chief executive Lidiane Jones said in a statement. “Under her leadership, the Bumble brand has become well-known and respected around the globe. Selby’s many contributions leave us with a strong brand and foundation to build upon for years to come.”

Over the last four years, Drummond has helped carve out Bumble’s reputation as a women-focused challenger in the crowded online dating scene. In April 2024, she spearheaded “We’ve Changed So You Don’t Have To,” a brand refresh and global campaign that spoke to people close to swearing off app-based dating entirely.

But by May, the platform had courted controversy, thanks to a billboard that read: “You Know Full Well a Vow of Celibacy Is Not the Answer,” next to a Black model in rose-colored glasses. The poster was lambasted for both perceived insensitivity to women’s bodily autonomy and consent and the asexual community.

The brand quickly issued an apology and removed the billboards from global circulation.

More changes at Bumble

Competition from apps including Tinder and Hinge, combined with a new school of startup apps, rising fees, and the resurgence of real-world interactions, are all challenges to Bumble’s business.

The app’s growth trajectory has been giving investors jitters since August, when it cut its annual revenue growth forecast to between 1% and 2%.

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