HiringCafe
Posted 1mo ago

Sr. Director, Head of Communications APAC

@ Match Group
View All Jobs
Singapore
HybridFull Time
Responsibilities:Shape narratives, Coordinate partnerships, Lead media strategy
Requirements Summary:10-15+ years in communications with global and regional experience; proven ability to shape narratives for Gen Z across Asia; crisis management; integrate earned, social, creator, and brand storytelling.
Technical Tools Mentioned:Social media platforms, Media relations, Crisis management, Storytelling
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Job Description

Role Overview

We are seeking a forward-thinking Senior Director of 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



Role Overview

We are seeking a forward-thinking Senior Director of 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



Role Overview
We are seeking a forward-thinking Senior Director of 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.


■ Creator & Cultural Ecosystem Engagement
   - 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).


■ Modern Earned Media Leadership
   - 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.


■ Reputation & Issues Management
   - 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.


■ Measurement & Impact
   - 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.


Who You Are
  • 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.


    • What Success Looks Like
  • Tinder is meaningfully present in youth culture conversations, not just media headlines.
  • Narratives originate in social ecosystems and travel outward.
  • Strong creator and cultural partner network across Asia.
  • Earned media reflects deeper storytelling, not transactional announcements.
  • Improved brand perception and cultural relevance among Gen Z audiences.


    • #MG