M
Matchgroup4mo ago

Sr. Director, Head of Consumer Communications APAC

SingaporeSingaporeFull-timesenior
OtherManagementCommunications
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Quick Summary

Overview

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.

Technical Tools
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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.

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

 

   - 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.
   - 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.
   - 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).
   - 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.
   - 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.
   - 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.
  • 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.
  • 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

    Location & Eligibility

    Where is the job
    Singapore
    Hybrid within the country
    Who can apply
    Open to applicants worldwide
    Listed under
    Singapore

    Listing Details

    Posted
    March 24, 2026
    First seen
    March 26, 2026
    Last seen
    July 19, 2026

    Posting Health

    Days active
    115
    Repost count
    0
    Trust Level
    33%
    Scored at
    July 19, 2026

    Signal breakdown

    freshnesssource trustcontent trustemployer trust
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