Senior Director, Head of Communications – APAC

Role Overview

• 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.
• 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.
• 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).
• 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.
• 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.
• 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.

Requirements

• 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.