Sr. Director, Head of Consumer Communications APAC

\u003ch2\u003e\u003cstrong\u003eRole Overview\u003c/strong\u003e\u003c/h2\u003e\n\u003cdiv\u003e\n\u003cp\u003eWe 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.\u003c/p\u003e\n\u003cp\u003eThis leader will shape and amplify culturally resonant narratives that connect deeply with Gen Z audiences \u2014 across social platforms, creator ecosystems, pop culture, emerging media formats, and evolving digital communities.\u003c/p\u003e\n\u003cp\u003eYou 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.\u003cbr /\u003e\u00a0\u003cbr /\u003e- Traditional PR KPIs: # of articles, Media reach, Tier 1 coverage\u003cbr /\u003e\u00a0\u003cbr /\u003e\u003cstrong\u003e- Future-facing KPIs: \u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u00a0 \u00a0 - Quality and impact of reach and coverage\u003c/p\u003e\n\u003cp\u003e\u00a0 \u00a0 - Cultural conversation penetration and narrative adoption\u003c/p\u003e\n\u003cp\u003e\u00a0 \u00a0 - Creator-led amplification and engagement\u003c/p\u003e\n\u003cp\u003e\u00a0 \u00a0 - Share of voice within priority platforms and ecosystems\u003c/p\u003e\n\u003cp\u003e\u00a0 \u00a0 - Depth of subculture and community ownership\u003c/p\u003e\n\u003cp\u003e\u00a0\u003c/p\u003e\n\u003ch2\u003e\u003cstrong\u003eWhat You\u0027ll Own\u003c/strong\u003e\u003c/h2\u003e\n\u003c/div\u003e\u003cbr\u003e\u003cb\u003e\u25a0 Cultural Narrative \u0026 Positioning\u003c/b\u003e\u003cdiv\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Define and evolve Tinder and Match group brands cultural narrative across Asia, ensuring resonance with Gen Z and young millennials.\u003c/div\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Translate brand strategy into culture-shaping storylines that travel across earned, social, creator, and entertainment ecosystems.\u003c/div\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Anticipate cultural moments, tensions, and trends to proactively insert the brand into meaningful conversations.\u003c/div\u003e\n\u003c/div\u003e\u003cbr\u003e\u003cb\u003e\u25a0 Social-First Communications Strategy\u003c/b\u003e\u003cdiv\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Design comms strategies that start in social, not end there.\u00a0\u003c/div\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Ensure Tinder narratives are optimized for how Gen Z consumes content: short-form video, creators, podcasts, niche communities, and emerging platforms.\u003c/div\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Design storytelling frameworks that originate in social, not just traditional media.\u00a0\u003c/div\u003e\n\u003cdiv style=\"list-style-type:revert\"\u003e\u00a0 \u00a0- Partner closely with Marketing, Social, and Brand teams to ensure narrative cohesion across paid, owned, and earned channels.\u003c/div\u003e\n\u003c/div\u003e \u003cbr\u003e$ - $ a year\u003cbr\u003e None\u003cbr\u003e\u003cdiv\u003e#MG\u003c/div\u003e