Job Description

About the Role

We are looking for a Senior Manager, Communications to lead storytelling and communications for Tinder, Hinge, and The League across India and the Middle East. This is not a traditional PR role focused on press releases and media coverage alone, it is a cultural communications role designed to shape how our brands show up in conversations, communities, and culture.

You will be responsible for translating global and regional narratives into locally resonant stories that connect deeply with young audiences, particularly Gen Z and young millennials. You will operate at the intersection of earned media, social storytelling, and creator ecosystems to drive relevance, engagement, and brand meaning.

This role requires a strong operator who can both think strategically and execute end-to-end campaigns in fast-moving, culturally complex markets.

What You’ll Own

1. Cultural Narrative & Local Resonance

• Translate global and regional brand narratives into culturally relevant stories for India and Middle East markets

• Identify cultural moments, trends, and tensions to position brands meaningfully in ongoing conversations

• Ensure messaging is sensitive to regional nuances, including social norms, gender dynamics, and regulatory environments

2. Product Communications

• Lead communications for new feature launches across Tinder, Hinge, and The League

• Translate product updates into compelling, user-facing stories that drive awareness and adoption

• Partner closely with Product and Marketing teams to align on messaging, timing, and rollout strategies

3. Consumer Communications (Earned)

• Drive earned media through insight-led, value-based campaigns rather than transactional coverage

• Build narratives that travel across media, creators, and cultural platforms

4. Consumer Communications (Social-First Strategy)

• Build and execute communications strategies that originate in social and digital ecosystems

• Shape storytelling for platforms like Instagram, YouTube, Snapchat, and emerging channels

• Partner with Marketing, Social, and Brand teams to ensure cohesive narratives across paid, owned, and earned channels

5. Reputation & Issues Management

• Lead proactive and reactive communications for sensitive topics and potential crises

• Develop response frameworks suited for real-time, multi-platform environments (including X, Reddit, Instagram)

• Partner with global communications, legal, and policy teams to manage risk

6. Campaign Execution & Cross-Functional Leadership

• Own end-to-end execution of communications campaigns across brands

• Manage agency partners and ensure high-quality delivery

• Collaborate closely with Marketing, Product, and Regional teams to align on priorities and timelines

7. Measurement & Impact

• Track performance across media, social, and cultural impact metrics

• Measure success through narrative adoption, engagement, sentiment, and share of conversation

• Connect communications efforts to broader brand and business outcomes

Who You Are

• 8–12 years of experience in communications, PR, or brand storytelling

• Strong experience beyond traditional PR, including social-first campaigns aknd creator ecosystems

• Deep understanding of the India market; familiarity with Middle East markets is a strong plus

• Proven ability to execute campaigns end-to-end in fast-paced environments

• Strong instincts for internet culture, youth trends, and digital platforms

• Experience managing sensitive topics, reputation issues, or crisis communications

• Ability to work independently while collaborating across global and regional teams

What Success Looks Like

• Our brands are meaningfully present in cultural conversations across India and the Middle East

• Narratives originate in social ecosystems and extend into earned media

• Strong network of creators and cultural partners driving ongoing relevance

• Communications outcomes reflect depth, engagement, and impact not just volume of coverage

• Improved brand perception among young audiences in key markets

Why This Role Matters

This role is critical in shaping how Tinder, Hinge, and The League are understood and talked about in some of our most dynamic and complex markets. You will help define the cultural relevance of our brands in a way that goes far beyond traditional PR, building narratives that truly connect with how people live, date, and express themselves today.

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