How To Boss It Like… Hermione Way, Tinder’s head of European communications

By Oliver Smith 11 February 2016

Britain’s business leaders are changing the world. In our weekly series we find out how they get the job done.

There are a handful of business leaders and industry figures in Britain who are changing the world. Jo BertramEileen Burbidge and Sarah Wood seem to get an incredible amount done, in an impossibly short space of time.

This morning we’re talking to Hermione Way, the head of European communications at dating app Tinder, who is undoubtedly a productivity guru.

Way previously founded Vibease, a vibrating bluetooth sex toy which syncs with hundreds of erotic e-books (we labelled it “the iTunes of erotica“) which went on to raise over $500,000 and sell over $1.5m worth of Vibease.

Read more: Meet Vibease Fantasy, the iTunes of erotica

Last year Way left her life as a serial entrepreneur behind to join Tinder, never straying too far from the world of love, to manage the dating app giant’s European profile.

In October she even co-founded KartFight, a go-karting tournament which saw London’s biggest tech companies, from Facebook to Seedrs, face-off in a competitive head-to-head.

A busy woman, with big ideas, The Memo asked Way how she gets it all done.

What time do you get up, and what part of your morning routine sets you up for the day?

I wake up anywhere between 5am and 7:30am thanks to my extremely loud, screaming alarm clock… my 13-month-old daughter.

As soon as my eyes are open I check my emails, Facebook, Twitter, and carry out multiple searches across different channels for Tinder so I can see where we may have been mentioned and what new press has been published in the past 8 hours whilst I’ve been sleeping.

I try to consume as much new information about the day as I possibly can, I don’t feel satisfied If I haven’t read enough.

The nanny arrives at 9:15am and that’s usually when I grab a coffee and dive into my daily calls, emails or leave for a meeting.

Since Tinder is an international company I have calls with people all over the world, starting with our UK PR in the morning, and moving onto France, Spain, Germany and further afield during the day.

When our HQ In Los Angeles comes online at around 5pm GMT, I have calls with my boss Rosette Pambakian (Tinder’s VP of global communications) and our communications manager, Evan Bonnstetter.

Not a day goes past without Tinder appearing in the press, multiple times, so we analyse stories’ impact and work with a global team and manage various agencies on executing PR & Marketing initiatives across Europe and beyond.

What apps or methods do you use to be more productive?

Our product team are always working to launch new features and updates so I’m constantly testing them out on Tinder.

Other apps I love for work, Messenger & WhatsApp to send quick chats to the team when needed, it can be quicker and more casual than sending an email.

I also love both The Daily Mail and The Guardian‘s apps. They are two completely different media publications with opposing editorials, but it’s important for me to understand the news from different perspectives so I read both as much as I can.

Tinder just reached 100 million downloads and more than 10 billion matches made to date. It’s an incredibly exciting company to work for and sometimes I get too excited for my own good, so when I need to calm down or switch off I immediately use – a guided meditation app, started by friends of mine Alex Tew and Michael Acton Smith.

What smartphone do you use?

iPhone 6 because it’s extremely media friendly – I take lots of photos, make videos on iMovie and I haven’t tried anything better yet.

For someone who works in media, Android just doesn’t cut it yet.

How many people, outside of family, do you meet in a day? And who are they?

It totally depends, I can meet 50 people a day – 30 at a conference or event, 10 face-to-face Skype calls, six or seven meetings and three quick tea or coffees.

Of-course there are quieter days in the office, but every day is different.

When do you work until? Are you still sending emails in the night?

Like a werewolf, I come alive at night.

I usually work until around 6pm or 7:30pm depending on call schedules, but I make sure my phone is always by my side and if something comes in I will jump back online and always be responsive.

Tinder is a fast-paced, high-growth environment so it’s important to always be connected, stay on top of updates and information, if you blink, you’ll miss something and fall behind.

Come back next Thursday for our next #BossItLike interview, and get in touch if you know a business leader who’s also a productivity guru for us to talk to.