About this role
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. - 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