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