The Senior Director of Brand Marketing will lead brand strategy and growth for diverse affinity brands, advocating for multicultural audiences and driving integrated marketing efforts. Responsibilities include evolving brand narratives, ensuring authentic representation, and building a high-performing team that engages communities effectively.
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.
When it comes to dating, the connection starts online, but the real magic happens once you meet in real life (IRL). We think the same is true for creating the best platforms, so we work together IRL in our Los Angeles or Dallas offices 3 days/week.
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.
#LI-CH1
Why Match Group?
Our mission is simple – to help people find love and happiness! We love our employees too and understand the importance of all life's milestones. Here are some of the benefits we are proud to offer:
Mind & Body – Medical, mental health, and wellness benefits to support your overall health and well-being
Financial Wellness – Competitive compensation, 100% employer match on 401k contributions up to 10% (cap at $10,000), as well as an employee stock purchase program to help you feel supported in your financial security
Unplug – Generous PTO and 14 paid holidays so you can unplug
Career – Annual training allowance for professional development and ERG membership opportunities and events so you feel connected and empowered in your work
Family – Families come in all shapes and sizes so we offer 20 weeks of 100% paid parental leave, fertility, adoption, and child care resources, as well as pet insurance and discounts
Company Gatherings – We host company events where our employees get to know each other and build a sense of connection and belonging!
We are proud to be an equal opportunity employer and we value the rich dynamics that diversity brings to our company. We do not discriminate on the basis of race, religion, color, creed, national origin, ancestry, disability, marital status, age, sexual orientation, sex (including pregnancy and sexual harassment), gender identity or expression, uniformed service or veteran status, genetic information, or any other legally protected characteristic. Period.
If you require a reasonable accommodation to participate in the hiring process — such as during pre-employment testing or interviews — please indicate this by selecting “Yes” in the accommodation request field. We’ll reach out to discuss your needs if you're selected for the interview stage.
#MG
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