Brand Strategy Manager

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.

In this role, you will:

• Qualitative Research Leadership:

• Develop and implement strategic qualitative research initiatives, including IDIs and focus groups to uncover deep user insights, cultural contexts, and white space opportunities.

• Translate qualitative findings into actionable insights that influence brand strategy, feature positioning and messaging, and marketing campaigns.

• Creative Testing & Campaign Evaluation:

• Design and execute creative testing plans, partnering with the Marketing team to optimize messaging and campaigns prior to launch.

• Assess the impact of marketing initiatives on brand metrics and audience perception, and provide strategic recommendations based on performance analysis.

• Cultural Insights & Trend Spotting:

• 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.

• 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.

• Partner with Analytics and Product Research to mine Tinder for interesting, actionable trends, including looking at existing user behavior trends and designing and implementing quantitative surveys as needed.

• Lead Marketing Insights & Strategy for Tinder. Operating within a highly collaborative global research ecosystem, you will focus purely on surfacing brand and marketing opportunities, working complementarily alongside our dedicated Product Research and Match Group Portfolio teams to ensure maximum impact without overlap.

• Feed actionable intelligence into the Annual Brand Strategy Plan and Global Messaging Matrix, prioritizing claims and defining the hierarchy of what we say and when.

• Stakeholder Influence & Communication:

• Serve as the strategic architect of the consumer voice — uncover and evangelize relevant insights and recommendations to cross-functional marketing stakeholders, including Brand, Creative Partners, Social, PR, and Product Marketing teams on an ongoing basis.

• Forge strong, proactive partnerships with Product Marketing to drive naming and positioning for new features, ensuring all go-to-market strategies are firmly anchored in the broader brand narrative rather than developed in silos.

• Partner closely with quantitative and product partners in order to gain a 360 understanding of consumer needs.

• Craft compelling, story-driven insights that inspire strategic alignment, guide content development, and inform integrated campaigns.

• Build and compound institutional knowledge over time, serving as the trusted, long-term strategic advisor to Brand, PMM, and Product teams.

• Brand Health Tracking & Research Strategies:

• Support the management of comprehensive brand health studies tracking awareness, consideration, sentiment, brand attributes etc. 

• Act as Brand Strategy voice in evaluating innovative research methodologies and tools, testing new vendors and technologies in qualitative research, cultural analysis, and brand measurement.

You’ll need:

7+ years in consumer insights, market research, brand strategy, or related fields.
Proven ability in designing and conducting qualitative research (IDIs, focus groups, ethnographies) and translating complex consumer insights into strategic business recommendations that drive measurable results.
Experience with interpreting brand health tracking studies and ability to explain the "why" behind movement.
Extensive experience in developing brand strategy narratives, briefs, and positioning statements.
Exceptional storytelling skills, able to communicate complex insights simply and persuasively to marketing stakeholders.
Familiarity with creative testing methodologies, message optimization, and campaign effectiveness metrics.
Proactively monitor cultural trends, youth subcultures, and social conversations to keep the brand relevant and resonant.
Hands-on experience using social listening and cultural trend analysis tools.
Experience with quantitative analysis, survey data interpretation, and collaboration with analytics teams is a plus.
Comfort operating with ambiguity and building process in a first-of-its-kind, cross-functional role.
Thrives in a fast-paced environment and embraces change.
Passionate about learning, experimenting with new research methods, and staying ahead of cultural and market shifts.