About the Role
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.
3. 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).
4. Modern Earned Media Leadership
Continue to steward key journalist relationships and top-tier media strategy, but evolve success metrics beyond coverage volume.
Drive quality, sentiment, narrative pull-through, and cultural impact.
Integrate traditional outlets’ social extensions and digital platforms into comms plans.
5. Reputation & Issues Management
Lead crisis and issues management with a real-time, cross-platform lens (including TikTok, Reddit, X, etc.).
Develop proactive narrative guardrails and response playbooks suited for viral environments.
Partner with MG corp comms and legal to manage reputational risk.
6. Measurement & Impact
Redefine comms KPIs to include cultural impact, share of conversation, sentiment, narrative adoption, and social amplification.
Build reporting frameworks that connect comms to brand equity and business impact.
Who You Are
10~15+ years in communications, with significant experience beyond traditional PR.
Proven track record shaping narratives that resonate with Gen Z or digital-native audiences across social platforms.
Deep understanding of Asian cultural nuance across key markets (Japan, Korea, SEA, India preferred).
Strong instincts for internet culture, pop culture, and emerging platforms.
Experience integrating earned, social, creators, and brand storytelling into a cohesive strategy.
Has led crisis communications in fast-moving digital environments.
Executive presence — able to counsel regional leadership and global stakeholders.
What Success Looks Like
Tinder is meaningfully present in youth culture conversations, not just media headlines.
Narratives originate in social ecosystems and travel outward.
Strong creator and cultural partner network across Asia.
Earned media reflects deeper storytelling, not transactional announcements.
Improved brand perception and cultural relevance among Gen Z audiences.
#MG
