Director, Head of Consumer Communications

Know where you belong!

Match Group is a leading provider of dating products across the globe. Our portfolio includes Tinder, Hinge, Match, Meetic, PlentyOfFish, OkCupid, The League, HER, and others, each designed to spark meaningful connections for singles worldwide. Creating a sense of belonging doesn’t stop at our products - it’s the foundation of every team we hire.

Role Overview

We are seeking a forward-thinking Senior Director of Consumer Communications to redefine how Match Group brands show up in culture across Asia. This is not a traditional PR leadership role focused solely on earned media volume, but a strategic position that shapes cultural relevance, drives conversation, and builds meaningful connections with our users.

This leader will shape and amplify culturally resonant narratives that connect deeply with Gen Z audiences — across social platforms, creator ecosystems, pop culture, emerging media formats, and evolving digital communities.

You will architect integrated storytelling strategies that transcend traditional press coverage, blending earned media, social-first storytelling, cultural partnerships, and community influence to drive relevance and brand meaning.
 
- Traditional PR KPIs: # of articles, Media reach, Tier 1 coverage
 
- Future-facing KPIs:

    - Quality and impact of reach and coverage

    - Cultural conversation penetration and narrative adoption

    - Creator-led amplification and engagement

    - Share of voice within priority platforms and ecosystems

    - Depth of subculture and community ownership

What You'll Own

■ Cultural Narrative & Positioning

   - Define and evolve Tinder and Match group brands cultural narrative across Asia, ensuring resonance with Gen Z and young millennials.    - Translate brand strategy into culture-shaping storylines that travel across earned, social, creator, and entertainment ecosystems.    - Anticipate cultural moments, tensions, and trends to proactively insert the brand into meaningful conversations.

■ Social-First Communications Strategy

   - Design comms strategies that start in social, not end there.     - Ensure Tinder narratives are optimized for how Gen Z consumes content: short-form video, creators, podcasts, niche communities, and emerging platforms.    - Design storytelling frameworks that originate in social, not just traditional media.     - Partner closely with Marketing, Social, and Brand teams to ensure narrative cohesion across paid, owned, and earned channels.

■ Creator & Cultural Ecosystem Engagement

   - Develop relationships beyond journalists — including creators, cultural commentators, podcast hosts, community leaders, entertainment IP, and subculture tastemakers.    - Identify new amplification nodes: digital-native publishers, newsletters, Discord communities, YouTube formats, etc.    - Lead strategic partnerships that build long-term cultural relevance (not just campaign spikes).