When popular dating app and business connector Bumble launched in Canada earlier this year, they needed a country lead; someone familiar with Canadian culture and someone with a pulse on what women in Canada want. Bumble found Emily Ramshaw, a content producer and former writer for Flare Magazineand the Coveteur.
Bumble is on a mission to help women date, meet, and network better. The app now has three main features: Dating, Bizz, and BFFs. Women make the first move in all cases. Emily stepped in to help the company create partnerships and content for the Canadian market. We chatted with the Toronto-native about her career path and thoughts on the state of media in Canada.
PN: How did you get involved with Bumble Canada?
ER: I started working with Bumble last year when I went freelance as a writer and marketing consultant. I wrote a few pieces of content for their blog and was helping them find agencies and representation in Toronto. Before long, our relationship developed further and I took them on as a consulting client, before becoming their full-time Canadian Lead earlier this year.
PN: What has your career trajectory been like?
ER: I started my career in the editorial fashion world as a fashion news editor at Flare Magazine in Toronto. I then moved to Coveteur to be a senior editor and moved to New York to help grow their footprint in the U.S. It wasn’t until after I returned to Toronto as a freelancer that I started to work on marketing projects.
PN: How do you feel Bumble, Bizz, and BFF have been received in Canada?
ER: The reception of Bumble and all its modes in Canada has been one of the best parts of my job. Canadians really understand the brand and what it can do; and Canadian women love that they can make the first move on Bumble. The fact that Bumble stands for equality, respect, kindness and empowerment, values that I think a lot of Canadians also stand for, make it an obvious fit.
PN: You’ve been working in Canadian media for a long time. What do you think are some challenges writers and editors face in the Canadian landscape?
ER: Honestly, the biggest challenge I see is how much the outlets have shrunk. Canadians want stories and content, and there’s no lack of demand, but advertising budgets have shifted, which means outlets have way less money. I think the most important thing that a publishing platform can do is have a point of view and differentiate yourself from all the other content out there. The thing about the internet is there’s really no such thing as niche. If you have an opinion or a special interest, you probably share it with a million other people – you just need to find them.
PN: What’s your normal day-to-day like?
ER: It’s a cliché, but honestly, no day is the same for me. I spend a lot of the day coordinating partnerships and campaigns, and the rest of the day meeting with potential partners and teammates both here in Toronto and in the U.S. The best part of the day is collaborating with people – whether that’s our incredible team, partners, influencers, ambassadors, users, etc.
PN: What are the things (or people) that spark your creativity the most?
ER: A great book is the thing that gets my creative juices flowing the fastest. Otherwise, I’m endlessly inspired by women who live life on their own terms and who refuse to bow to pressures of society and conformity.
PN: Considering you’ve worked in the fashion industry for a long time, what was the first luxury item you bought for yourself?
ER: I worked at Intermix when I was an intern and probably spent more money there than I ever made. I think all of my first luxury purchases were made there – what stands out in my mind were a pair of yellow snakeskin Bottega Veneta sandals that I still wear all the time.
PN: Favourite person you interviewed while at Coveteur?
ER: An impossible question! I loved so many people: Sarah Harris from Vogue UK, stylist Elissa Santisi, Lynn Yaeger, Iris Apfel, Margaret and Katherine Kleveland of Doen, Andy Dixon, Erika Bearman, George Yabu and Glenn Pushelberg. The list goes on and on and on!
PN: How do you manage to juggle your freelance writing life and your duties with Bumble Canada. Do you take time off? Are you a smart, savvy productive hack kind of person?
ER: I can’t balance it! I’m full-time with Bumble now! Someday, perhaps I will write again, but for now I only do my own personal writing. That said, I’ve never felt more creative or stimulated in my work, so I must be doing something right! And I don’t miss writing for work at the moment – I’m happy to enjoy it as a hobby.