Brand Strategy Manager
Match GroupAbout the role
Our Mission
As humans, there are few things more exciting than meeting someone new. At Tinder, we’re inspired by the challenge of keeping the magic of human connection alive. With tens of millions of users, hundreds of millions of downloads, 2+ billion swipes per day, 20+ million matches per day, and a presence in 190+ countries, our reach is expansive—and rapidly growing.
We work together to solve complex problems. Behind the simplicity of every match, we think deeply about human relationships, behavioral science, network economics, AI and ML, online and real-world safety, cultural nuances, loneliness, love, sex, and more.
Our Values
- Take the Lead: We don't ghost our work or each other. Just as users don't leave their matches hanging, we don't let each other down.
- Move Fast: We have a bias for action and urgency. Something that could be done tomorrow would be better if done today.
- Better Together: We keep connection at the heart of dating and at the heart of how we work. Just as our users are better when they connect with others, so are we when we collaborate.
- Real Talk: We say the hard thing the human way. Just as we ask our users to behave with kindness and candor in our community, we expect Team Tinder to do the same.
- Safety First: We act with integrity, transparency, and consistency so people feel safe—whether they're swiping, matching, or working alongside us.
- Spark Fun: We have fun to unlock creativity, fuel innovation, and help us build better experiences for daters.
Tinder is the most popular dating app in the world – a relationship starts from Tinder every 3 seconds! We’re a lean, passionate team laser-focused on helping every single person find a meaningful connection.
About the Role:
We are looking for a Brand Strategy Insights Manager to join our Marketing team, reporting into the Director of Global Brand Strategy. This is not a traditional, pure-research role. Sitting at the intersection of consumer insight, brand strategy, and product marketing, this role uses research as the strategic fuel to shape positioning, messaging, and go-to-market direction, rather than treating research as a standalone deliverable.
As the Brand Strategy Insights Manager, you will provide the insight-driven foundation that shapes Tinder's brand messaging, creative direction, and cultural relevance, while partnering directly with Product Marketing to ensure new feature naming and positioning are grounded in the broader brand narrative. You will drive strategic decisions by deeply understanding our customers — their values, behaviors, and cultural context — through qualitative research, brand tracking, social listening, cultural insight, and trend analysis. This role will be pivotal in shaping marketing strategy, creative development, campaign effectiveness, and ensuring our initiatives resonate authentically with Tinder's global audience.
In this role, you will:
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Qualitative Research Leadership:
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Develop and implement strategic qualitative research initiatives, including IDIs and focus groups to uncover deep user insights, cultural contexts, and white space opportunities.
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Translate qualitative findings into actionable insights that influence brand strategy, feature positioning and messaging, and marketing campaigns.
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Creative Testing & Campaign Evaluation:
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Design and execute creative testing plans, partnering with the Marketing team to optimize messaging and campaigns prior to launch.
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Assess the impact of marketing initiatives on brand metrics and audience perception, and provide strategic recommendations based on performance analysis.
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Cultural Insights & Trend Spotting:
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Develop cultural foresight reports specific to Tinder's audience — identifying emerging trends, evolving social norms, and emergent youth cultures relevant to Tinder's brand and users, enabling proactive strategic planning.
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Leverage social listening tools and digital ethnography to uncover emerging themes, track competitor narratives, and identify cultural moments where Tinder can play an authentic role.
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Partner with Analytics and Product Research to mine Tinder for interesting, actionable trends, including looking at existing user behavior trends and designing and
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