Hornet’s VP, Head of Global Marketing, Alon Rivel, Shares Insights at App Growth Summit NYC 2024

Hornet’s VP, Head of Global Marketing, Alon Rivel, Shares Insights at App Growth Summit NYC 2024

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New York City, NY, March. 19, 2024 — Hornet, the world’s premier gay social network, is proud to announce that Alon Rivel, the VP, Head of Global Marketing, and Hornet’s most recent hire, was a distinguished panelist at the highly anticipated App Growth Summit held in New York City on March 7th, 2024.

Rivel, who joined the executive team in January of 2024, brings nearly fifteen years of global marketing mastery to Hornet and continues to expand the brand’s on-the-ground presence, positioning Hornet at the front line of queer tech.

The most recent panel, titled “From Identity to Impact: Blending Brand and Performance for Ultimate Reach,” showcased Rivel’s expertise in navigating the intricate balance between brand identity and performance marketing to drive impactful results. Attendees were treated to a wealth of insights and actionable strategies aimed at maximizing brand visibility and driving user engagement.

In an exclusive interview following the panel discussion, Alon Rivel shared his thoughts on the challenges and opportunities in developing effective marketing campaigns in today’s competitive landscape.

In developing marketing campaigns, how do you balance the objectives of building brand equity with the need for immediate, measurable results at Hornet? Do creatives play a hand in this?

It depends on where we are at with our customers in certain markets. There is no one size fits all especially since we are a global brand. We think about the brand slightly differently in each of our core markets and have to balance that with our overarching global brand identity. Creatives definitely play a significant role in crafting compelling narratives that resonate with our audience while driving immediate action. However, it’s crucial to strike a balance between building long-term brand equity and achieving short-term performance goals. By aligning our creative efforts with our overarching brand strategy, isolating each by localization, and making it market-specific, we can create cohesive campaigns that deliver both immediate results and lasting brand impact.

Is brand marketing still effective in a digital age where immediate results are often prioritized, and how crucial is a strong brand identity in this context?

Brand marketing remains essential, serving as the foundation upon which performance marketing stands. A robust brand identity not only fosters trust and loyalty but also provides the framework within which performance tactics can thrive.

How do you measure the impact of brand-focused initiatives on performance metrics?

Isolate the experiences, focus on one market at a time, don’t change 5 things at once, survey customers, and read reviews on your brand’s app store pages.

Can you elaborate on the relationship between performance marketing and brand building, particularly regarding their respective roles in shaping consumer perceptions and driving engagement?

Performance marketing is crucial for getting those quick wins and conversions, but it really depends on having a strong brand behind it. While performance marketing gets things happening fast, brand marketing is what builds those long-lasting connections and shapes how people see your brand. So, instead of working separately, these two sides of marketing team up to make magic, with performance marketing giving your brand the boost it needs to grow and connect with your audience.

Key Takeaway: After leaving here, implement the KISS principle – keep your product and marketing messaging simple, stupid, and ensure that you are adding value to a customer. It is all about delivering on a promise that is realistic and setting expectations with the customer.

Hornet continues to be at the forefront of innovation in the digital landscape, leveraging cutting-edge strategies to drive growth and engagement within the LGBTQ+ community.


Hornet is available for immediate and free download in the Apple App Store and Google Play Store.

About Alon Rivel

Alon Rivel is a seasoned marketing executive with over 14 years of global leadership experience. Currently serving as the VP, Head of Global Marketing at Hornet, he orchestrates all marketing initiatives, spanning customer acquisition, social media, digital marketing, partnerships, PR, and content creation. In his previous role as VP, Marketing at Soothe, Alon drove client and provider growth while spearheading the expansion of new skincare & beauty service verticals through business development, brand strategy, and operational excellence on a global scale. Prior to this, he served as the Director of Marketing at Outcomes4Me, playing a pivotal role in the company’s journey from seed to Series A funding, while establishing the groundwork for a successful health tech startup. Alon has also held senior positions at renowned organizations such as The New York Times, Lose It!, Jack’d, and Bloomberg, leveraging his expertise across various domains. He graduated with highest honors, earning a BA in Communication & Legal Studies from UMass Amherst. Based in Boston, MA, Alon resides with his husband and son.

About Hornet

Hornet is the world’s queer social network with over 40 million diverse users, providing a community home base that is available anytime, anywhere. Amplifying the radical, affirmative power of the queer community with cutting-edge technology, users feel comfortable sharing their experiences with friends who understand and validate their life. To find out more, please visit: hornet.com

Press contact: press@hornet.com

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