About this role
Key Responsibilities
1. Creator & Influencer Ecosystem Engagement
- Build and nurture a diverse network of community voices: creators, influencers, podcast hosts, cultural commentators and community leaders.
- Develop collaborations rooted in a strong audience insight and shared creative idea, giving partners a meaningful role beyond content distribution.
- Work closely with social, influence and brand partnership teams to connect local opportunities with broader brand priorities.
- Create opportunities for audiences to participate and share their own stories, turning campaigns into conversations that extend beyond launch.
2. Social-First Integrated MarComms Strategy
- Translate market priorities into integrated MarComms plans for France & Benelux, in close partnership with the market lead, marketing manager and EMEA teams.
- Develop compelling creative ideas with the potential to travel across paid, owned and earned channels, giving each channel a clear role in building relevance, consideration and action.
- Build strategies around how Gen Z discovers, shares and participates in culture, across various formats, creators, podcasts, digital communities and emerging platforms.
- Help raise the creative and strategic standard of Tinder’s organic social channels, building distinctive formats and stories that audiences want to be part of.
3. Creating Cultural Narratives for Gen Z
- Turn audience insights, cultural tensions and dating behaviours into locally relevant narratives that strengthen Tinder’s role in modern dating, particularly among young women.
- Make product innovation meaningful through human stories and creative experiences that show how Tinder helps people meet, connect and create a spark.
- Broaden the representation of dating success to reflect the connections, experiences and stories Gen Z values, building a more positive and credible perception of Tinder.
- Anticipate cultural moments and emerging conversations, using data, cultural understanding and creative judgment to identify where the brand can make a meaningful contribution.
- Own a quarterly and annual activation calendar, balancing planned campaigns with timely opportunities, and contribute local insights and ideas to EMEA initiatives.
4. Earned Impact & Measurement
- Connect MarComms activity to clear objectives, supporting registrations and reactivations as contributions to the overarching goal of MAU growth.
- Own measurement of earned and social impact, including share of conversation, message uptake, sentiment and meaningful engagement, moving beyond coverage volume and impressions.
- Partner with Insights and Analytics to assess contributions to brand consideration, trust, relevance and perceptions of the dating experiences Tinder enables.
- Use results to sharpen creative choices, improve distribution and recommend where to scale, adapt or stop activity.
5. End-to-End Campaign & Agency Management
- Own campaigns from brief to launch to wrap-up in France & Benelux, making sure paid, owned and earned moments work as one story.
- Brief, steer and hold agency partners to the bar on creative quality, timelines and budgets, so their work feeds the integrated plan.
- Keep workflows with EMEA and Global teams clear, so local executions stay on brand and on time.
- Coordinate crisis and issue management with Comms leadership, anticipating sensitive topics and keeping responses fast, aligned and on brand.