Job Description
Launched in 2012, Tinder® revolutionized how people meet, growing from 1 match to one billion matches in just two years. This rapid growth demonstrates its ability to fulfill a fundamental human need: real connection. Today, the app has been downloaded over 630 million times, leading to over 97 billion matches, serving approximately 50 million users per month in 190 countries and 45+ languages - a scale unmatched by any other app in the category. In 2024, Tinder won four Effie Awards for its first-ever global brand campaign, “It Starts with a Swipe”™”
The Team or Role
Own the story of how GenZ date in the UK.
Working alongside Global and Product Marketing, you will be responsible for helping to drive Tinder’s brand strategy, positioning and integrated marketing plans in the UK, grow brand love, cultural relevance and business impact. This role owns the brand narrative end-to-end – from insight and strategy through to creative development, media planning and post-campaign measurement.
You’ll be the market’s brand owner: deeply connected to Gen Z culture, obsessed with our members and their dating mindset, and able to translate that into bold, high-impact work across channels (social, digital, OOH, experiential, partnerships and earned).
You’ll report to the Senior Marketing Director, UK & Nordics. The role is based in London with three days a week in office.
Key Responsibilities:
Brand Strategy & Planning
Lead the local brand strategy aligned with Tinder’s global positioning and growth pillars, defining the role of brand in hitting acquisition, engagement and perception goals.
Own the annual and quarterly brand plans for the UK, including objectives, target audience, strategic territories, channel mix and budget allocation.
Act as the voice of the market and the member, bringing local cultural, competitive and consumer insights into global strategy and briefs.
Campaign Development & Execution
Lead 360° brand campaigns from brief to launch (VOD, Social, IRL..), ensuring creative is insight-led, on-brand and optimized by channel.
Partner with Creative, Media, Social and external agencies to develop breakthrough ideas that shift perceptions and drive measurable business impact.
Ensure localisation of global campaigns feel native, culturally relevant, and consistent with Tinder’s tone of voice.
Culture, Partnerships & Social Amplification
Identify and lead brand partnerships, sponsorships and collabs that place Tinder at the heart of culture (music, sport, entertainment, communities).
Work closely with Social and Influencer teams so that content shows up best on our owned and earned channels, with ideas built for TikTok/IG first.
Champion IRL and hybrid experiential activations that create real-world connections and social storytelling moments for members.
Insights, Measurement & Optimization
Define clear KPIs (TOFU acquisition, brand health, usage, cost per Registration…) and measurement plans for all brand activity.
Partner with Data & Analytics to analyze performance, turning learnings into sharp recommendations and future tests.
Continuously test, learn and optimize creative, messaging, and channel mix to improve effectiveness and efficiency.
Stakeholder & Team Leadership
Be the senior point of contact for brand in-market, influencing and aligning cross-functional partners (Product, Legal).
Build strong relationships with agency partners.
Own budget management and forecasting for brand initiatives, ensuring investment is aligned to priorities and delivers against CPRR targets.
Experience
7–10 years brand/marketing experience in consumer-facing brands, ideally digital, tech, entertainment or youth culture.
Proven track record of leading 360° brand campaigns and partnerships that deliver both brand and business results.
Experience working with Gen Z / young adult audiences and a strong grasp of social marketing.
Comfortable operating in a matrixed, global organisation and collaborating across time zones and functions.
Skills & Mindset
Strong brand strategist with excellent brief-writing and storytelling skills.
Highly creative but data-literate: able to interpret brand and performance metrics and make decisions from them.
Deep curiosity for culture, dating, and internet trends, with an instinct for what will resonate with our audience.
Excellent project and stakeholder management, able to lead multiple complex initiatives at pace.
Clear, confident communicator who can influence senior stakeholders and represent the brand internally and externally.
Commitment to Inclusion
At Tinder, we don’t just accept difference, we celebrate it. We strive to build a workplace that reflects the rich diversity of our members around the world, and we value unique perspectives and backgrounds. Even if you don’t meet all the listed qualifications, we invite you to apply and show us how your skills could transfer. Tinder is proud to be an equal opportunity workplace where we welcome people of all sexes, gender identities, races, ethnicities, disabilities, and other lived experiences. Learn more here: https://www.lifeattinder.com/dei
If you require reasonable accommodation to complete a job application, pre-employment testing, or a job interview or to otherwise participate in the hiring process, please speak to your Talent Acquisition Partner directly.
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