Match Group is seeking a Senior Director of Brand Marketing to work closely with the CMO and build brand strategy and growth for our portfolio of Affinity Brands (BLK, Chispa, Salams, Yuzu). These brands serve diverse, deeply meaningful communities - including Black, Hispanic, Asian, and Muslim singles - and play an important role in helping people find connection through shared culture, identity, and values.
This role is for a true 360° brand marketer who combines strong creative instincts with commercial and acquisition savvy - but what sets it apart is the need for deep multicultural understanding and advocacy. You will be responsible for championing multiple distinct audiences, each with their own cultural context, lived experience, and evolving expectations, and ensuring these brands show up with relevance, respect, and authenticity.
Many of these brands are now nearly a decade old. This role is about reigniting and reimagining them for a new generation - refreshing their cultural relevance, creative expression, and growth trajectory, while honoring the communities that made them meaningful in the first place.
We could be a Match if you have:
- 10+ years of experience in brand marketing, ideally within tech, consumer apps, or culturally driven brands.
- Demonstrated experience leading multicultural or affinity-focused marketing, with deep respect for and understanding of diverse audiences.
- Proven ability to own and execute end-to-end brand strategy, from insight to creative to growth impact.
- Strong creative judgment and cultural curiosity, with a track record of work that feels authentic, relevant, and engaging.
- Solid understanding of acquisition-driven marketing, and how brand relevance and representation drive growth.
- Experience partnering closely with Product teams to shape inclusive, user-centered experiences.
- Commercially minded, data-literate, and comfortable navigating complexity across multiple brands and audiences.
- A builder’s mindset—energized by transformation, reinvention, and brands in cultural evolution.
Multicultural Brand Strategy Implementation & Stewardship
- Work closely with the CMO to evolve the brand strategy, positioning, and narrative across a portfolio of affinity brands, ensuring each feels culturally grounded, contemporary, and distinct.
- Serve as a strong advocate for diverse user communities, ensuring the needs, perspectives, and realities of Black, Hispanic, Asian, Muslim, and other affinity audiences are deeply understood and reflected in brand decisions.
- Develop and continuously deepen your own cultural fluency across these audiences, while building systems and teams that do the same.
- Ensure brands balance authentic representation and aspiration, building trust while remaining modern and growth-oriented.
- Partner with regional teams to support international expansion and localization, ensuring brand strategy scales globally while remaining culturally relevant in local markets.
Creative Leadership, Culture & Subcultures
- Ensure creative work aligns with brand standards and campaign objectives, bringing strong point of view, taste, and cultural sensitivity to creative work.
- Identify and tap into subcultures, cultural moments, and emerging trends relevant to each audience, and translate them into compelling brand ideas and campaigns.
- Leverage agencies, creators, cultural consultants, and internal teams to stay close to what’s happening within communities and subcultures.
- Create brand moments that feel earned, relevant, and conversation-worthy, generating talk value, cultural resonance, and emotional connection.
Integrated Marketing & Brand-Led Growth
- Lead the development of digital-first, integrated marketing campaigns, from insight and concept through execution and optimization.
- Drive brand-led growth, understanding how culturally resonant storytelling and representation fuel awareness, consideration, and acquisition.
- Partner closely with performance marketing and media teams to ensure brand work is designed to support acquisition without compromising authenticity.
- Balance long-term brand building with near-term growth objectives across multiple brands and audiences.
Media, Measurement & Commercial Impact
- Collaborate closely with Match Group’s internal media buying and performance teams, shaping media strategy through a strong brand and audience lens.
- Define success metrics that capture both brand health and growth impact, including top-of-funnel trends such as downloads, registrations, and engagement.
- Use data, testing, and learning to refine how each brand shows up across channels and audiences, while respecting cultural nuance.
Product & Experience Marketing
- Work closely with Product and Design, teams to ensure the in-app experience delivers on the brand promise for each affinity audience.
- Help shape product marketing narratives and launches that reflect real user needs and cultural context.
- Act as a voice of the user in product discussions, advocating for experiences that feel inclusive, relevant, and differentiated.
Team & Cross-Functional Leadership
- Build, lead, and develop a high-performing, culturally fluent team, empowering them to become experts and advocates for the communities they serve.
- Foster a team culture rooted in curiosity, empathy, accountability, and creative excellence.
- Partner cross-functionally across Product, Growth, Insights, Media, PR, and Partnerships to support shared business objectives.
- Operate with a player-coach mindset—partnering with the CMO on long-term brand direction while remaining hands-on in executing marketing initiatives in a scale-up environment.
Skills Required
- 10+ years of experience in brand marketing, ideally within tech, consumer apps, or culturally driven brands
- Experience leading multicultural or affinity-focused marketing
- Proven ability to own and execute end-to-end brand strategy
- Strong creative judgment and cultural curiosity
- Solid understanding of acquisition-driven marketing
- Experience partnering closely with Product teams
- Commercially minded and data-literate
- A builder's mindset
Match Group Compensation & Benefits Highlights
The following summarizes recurring compensation and benefits themes identified from responses generated by popular LLMs to common candidate questions about Match Group and has not been reviewed or approved by Match Group.
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Retirement Support — Employer matching on retirement savings and access to an employee stock purchase program are highlighted as standout elements. Feedback suggests this creates strong long-term financial support as part of total rewards.
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Parental & Family Support — Fully paid parental leave, fertility and family-forming support, and childcare resources are emphasized across materials. Feedback suggests these benefits meaningfully support different family needs.
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Leave & Time Off Breadth — Generous PTO, numerous paid holidays, wellness and volunteer time, and other special leave options are consistently described. Feedback suggests the breadth of time-off options helps sustain work-life balance.
Match Group Insights
What We Do
Match Group is home to some of the world’s most popular dating and social discovery apps, including Tinder, Hinge, Match, and more. Match Group’s mission is to spark meaningful connections for every single person worldwide. Our diverse portfolio of apps enables connections across a diverse range of ages, genders, backgrounds, and dating goals. Our services are available in over 40 languages to users all over the world.
Why Work With Us
Match Group is united by a mission to help people find meaningful connections and fight loneliness. We’re not just building products. We’re creating friendships, marriages, and families around the world. Our culture is fueled by purpose, creativity, and a passion for what we can build together.
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