Sr. Director, Head of Consumer Communications APAC
Location
Singapore
Work mode
hybrid
Type
full-time
Department
Match Group, Marketing & PR
Last seen
23h ago
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.
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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
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Define and evolve Tinder and Match group brands cultural narrative across Asia, ensuring resonance with Gen Z and young millennials.
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Translate brand strategy into culture-shaping storylines that travel across earned, social, creator, and entertainment ecosystems.
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Anticipate cultural moments, tensions, and trends to proactively insert the brand into meaningful conversations.
■ Social-First Communications Strategy
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Design comms strategies that start in social, not end there.
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Ensure Tinder narratives are optimized for how Gen Z consumes content: short-form video, creators, podcasts, niche communities, and emerging platforms.
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Design storytelling frameworks that originate in social, not just traditional media.
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Partner closely with Marketing, Social, and Brand teams to ensure narrative cohesion across paid, owned, and earned channels.
■ Creator & Cultural Ecosystem Engagement
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Develop relationships beyond journalists — including creators, cultural commentators, podcast hosts, community leaders, entertainment IP, and subculture tastemakers.
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Identify new amplification nodes: digital-native publishers, newsletters, Discord communities, YouTube formats, etc.
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Lead strategic partnerships that build long-term cultural relevance (not just campaign spikes).
■ Modern Earned Media Leadership
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Continue to steward key journalist relationships and top-tier media strategy, but evolve success metrics beyond coverage volume.
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Drive quality, sentiment, narrative pull-through, and cultural impact.
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Integrate traditional outlets’ social extensions and digital platforms into comms plans.
■ Reputation & Issues Management
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Lead crisis and issues management with a real-time, cross-platform lens (including TikTok, Reddit, X, etc.).
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Develop proactive narrative guardrails and response playbooks suited for viral environments.
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Partner with MG corp comms and legal to manage reputational risk.
■ Measurement & Impact
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Redefine comms KPIs to include cultural impact, share of conversation, sentiment, narrative adoption, and social amplification.
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Build reporting frameworks that connect comms to brand equity and business impact.
Who You Are
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10-15+ years in communications, with significant experience beyond traditional PR.
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Proven track record shaping narratives that resonate with Gen Z or digital-native audiences across social platforms.
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Deep understanding of Asian cultural nuance across key markets (Japan, Korea, SEA, India preferred).
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Strong instincts for internet culture, pop culture, and emerging platforms.
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Experience integrating earned, social, creators, and brand storytelling into a cohesive strategy.
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Has led crisis communications in fast-moving digital environments.
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Executive presence — able to counsel regional leadership and global stakeholders.
What Success Looks Like
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Tinder is meaningfully present in youth culture conversations, not just media headlines.
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Narratives originate in social ecosystems and travel outward.
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Strong creator and cultural partner network across Asia.
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Earned media reflects deeper storytelling, not transactional announcements.
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Improved brand perception and cultural relevance among Gen Z audiences.