Sr. Director, Head of Consumer Communications APAC

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).

■ 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.

■ 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.

■ 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