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. $ - $ a year None MG