Sr. Director, Head of Consumer Communications APAC

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.

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

■ Social-First Communications Strategy

■ Creator & Cultural Ecosystem Engagement

■ Modern Earned Media Leadership

■ Reputation & Issues Management

■ Measurement & 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

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