Sr. Director, Head of Consumer Communications APAC
Match Group· Marketing & PR
Hybrid (Singapore)Full-timePosted 7mo ago
About the role
Senior leadership role overseeing consumer communications strategy in APAC for Match Group brands, focused on culturally resonant storytelling, social-first narratives, and integrated partnerships to drive brand relevance among Gen Z and young millennials in Asia.
Responsibilities
- 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 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 and are optimized for short-form video, creators, podcasts, niche communities, and emerging platforms.
- Partner with Marketing, Social, and Brand teams to ensure narrative cohesion across paid, owned, and earned channels.
- Develop relationships beyond journalists with creators, cultural commentators, podcast hosts, community leaders, entertainment IP, and subculture tastemakers.
- Identify new amplification nodes (digital-native publishers, newsletters, Discord, YouTube formats, etc.).
- Lead strategic partnerships that build long-term cultural relevance beyond campaigns.
- Evolve traditional journalist relationships while tracking success by quality, sentiment, narrative pull-through, and cultural impact.
- Lead crisis and issues management with a real-time, cross-platform lens (TikTok, Reddit, X, etc.).
- Develop proactive narrative guardrails and response playbooks for viral environments.
- Partner with MG corporate 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.
Qualifications
- 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
Skills
Required:Strategic storytellingSocial-first communicationsCreator & ecosystem engagement
Benefits
- Hybrid work arrangement
- Global and cross-cultural leadership scope
- Opportunities to shape cultural narratives across major brands (Tinder, Match)
Last updated Oct 21, 2026. Interested? Apply on the company site.
About Match Group
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