Match Group
Growth Product Marketing Lead
TLDR
Design and execute innovative marketing strategies that engage consumers at scale for a leading brand in the dating app industry, focusing on both in-app and out-of-app channels.
Our Mission
Launched in 2012, Tinder® revolutionized how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfill a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches, serving approximately 50 million users per month in 190 countries and 45+ languages - a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, “It Starts with a Swipe”™
Our Values
Take the Lead
We don't ghost our work or each other. Just as users don't leave their matches hanging, we don't let each other down.
Move Fast
We have a bias for action and urgency. Something that could be done tomorrow would be better if done today.
Better Together
We keep connection at the heart of dating and at the heart of how we work. Just as our users are better when they connect with others, so are we when we collaborate.
Real Talk
We say the hard thing the human way. Just as we ask our users to behave with kindness and candor in our community, we expect Team Tinder to do the same.
Safety First
We act with integrity, transparency, and consistency so people feel safe—whether they're swiping, matching, or working alongside us.
Spark Fun
We have fun to unlock creativity, fuel innovation, and help us build better experiences for daters.
Responsibilities:
FEATURE GTM
Own the go-to-market strategy for new product features, develop feature positioning, messaging, and branding that will resonate with our audiences and differentiate our offerings in the market.
Collaborate across global teams to crystallize learning plans, translate strategies into marketing, and drive/measure impact.
Help define user needs and prioritize/deliver features that solve for them.
GROWTH STRATEGY
Own organic growth strategies for Tinder globally, standing up channels and optimizing across the user journey and branded product touch points.
Recommend and form A/B tests and other experimental campaigns to refine ASO, CRM, LLM, app funnel tactics and improve return on investment.
Establish KPIs for all programs, create results forecasts, track performance, and maintain project documentation.
APP STORE OPTIMIZATION
Develop and execute a robust ASO strategy alongside our agency partners to improve app visibility and conversion rates in the app stores in key markets.
Bridge the gap between ASO strategy, in-app CRM, and our product roadmap by working across PMM, International and Localization teams to create mass-market relevance.
Own storytelling and discovery on App & Play Stores to drive accurate, timely feature awareness and improve Tinder’s share of voice.
GROWTH EXPANSION
Propose and develop new lifecycle CRM tactics in partnership with the Engagement team, including testing channels, messages, and audience segments to drive user success, engagement, and feature adoption.
Maintain a bridge between paid and owned strategies by collaborating with Media teams on product-related initiatives and forming holistic hypotheses.
Operationalize Tinder’s AI SEO strategy, and lead the application of learnings across the organization.
Own category exploration for new GTM strategies & product experiences that can unlock growth and bring in new users.
Who we’re looking for:
6-8+ years of experience working in product marketing and leading full-funnel growth and go-to-market strategies, preferably in B2C and mobile apps.
You are consumer obsessed, lead with curiosity, and have formed methods for understanding the user journey and speaking to consumer needs across touchpoints.
You’re familiar with both tried & true and still-developing growth levers (including ASO, CRM, and AI search) and shaping them to maximize impact.
An analytical thinker and problem solver with a fluency in experimentation and ability to transfer that across key markets.
A highly collaborative teammate, capable of partnering across CRM, Marketing, Comms, Product, Design, Research, Analytics, Globalization, Strategy, Business Development, and Match Group portfolio teams to convert awareness to action and deepen product understanding and retention among users.
An eye to detail and a love for good design and user-centric experiences, balancing moving quickly and optimizations with what messaging and creative will be most inspirational and on brand.
Commitment to Inclusion
At Tinder, we don’t just accept difference, we celebrate it. We strive to build a workplace that reflects the rich diversity of our members around the world, and we value unique perspectives and backgrounds. Even if you don’t meet all the listed qualifications, we invite you to apply and show us how your skills could transfer. Tinder is proud to be an equal opportunity workplace where we welcome people of all sexes, gender identities, races, ethnicities, disabilities, and other lived experiences. Learn more here: https://www.lifeattinder.com/dei
If you require reasonable accommodation to complete a job application, pre-employment testing, or a job interview or to otherwise participate in the hiring process, please speak to your Talent Acquisition Partner directly.
#Tinder
Match Group builds a diverse portfolio of dating apps, including industry leaders like Tinder, Hinge, and OkCupid, focused on fostering meaningful human connections. With a user base spanning the globe, Match Group delivers innovative technology solutions tailored to help people find love and build relationships in a safe and supportive environment. Their unique approach combines cutting-edge technology with a deep understanding of human interactions, making them a key player in the online dating space.
- Founded
- Founded 2009
- Employees
- 500+ employees
- Industry
- Internet Software & Services
Product Marketing Lead