Sr. Director, Head of Communications APAC
Tinder, Los Angeles, CA, United States
Role Overview
We are seeking a forward-thinking Senior Director of 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 1. 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.
2. 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.
#J-18808-Ljbffr
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 1. 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.
2. 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.
#J-18808-Ljbffr