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For Companies At a Glance
- Tasks: Lead Tinder's brand strategy and create impactful marketing campaigns for Gen Z in the UK.
- Company: Join Tinder, a dynamic brand at the forefront of dating culture.
- Benefits: Competitive salary, inclusive workplace, and opportunities for creative expression.
- Other info: Work in a collaborative environment with strong growth potential.
- Why this job: Shape the narrative of how Gen Z dates and connect with a vibrant community.
- Qualifications: 7-10 years in brand/marketing, especially with youth culture and digital platforms.
The predicted salary is between 60000 - 80000 £ per year.
Role Overview
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
- 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.
- 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.
- 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.
- 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.
- 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
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.
Senior Marketing Manager, UK & Nordics in London employer: Match Group
Contact Detail:
Match Group Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Senior Marketing Manager, UK & Nordics in London
✨Tip Number 1
Get to know the company inside out! Research Tinder's brand strategy and recent campaigns. This will help you speak their language during interviews and show that you're genuinely interested in what they do.
✨Tip Number 2
Network like a pro! Connect with current or former employees on LinkedIn. Ask them about their experiences and insights into the company culture. This can give you a leg up and might even lead to a referral!
✨Tip Number 3
Prepare for the interview by crafting your own brand story. Think about how your experience aligns with Tinder's goals, especially around Gen Z culture. Be ready to share specific examples of your past successes in brand management.
✨Tip Number 4
Don’t forget to follow up after your interview! A quick thank-you email can go a long way. Mention something specific from your conversation to remind them of your fit for the role and keep you top of mind.
We think you need these skills to ace Senior Marketing Manager, UK & Nordics in London
Some tips for your application 🫡
Know Your Audience: Before you start writing, take a moment to think about Gen Z and what makes them tick. Tailor your application to show that you understand their culture and dating mindset. This will help us see that you're the right fit for the role!
Craft Your Story: Your application is your chance to tell us your story. Highlight your experience with 360° brand campaigns and how you've made an impact in previous roles. Make it engaging and relatable – we want to feel your passion for marketing!
Be Data-Driven: We love creativity, but we also value data! When discussing your past work, include metrics and results to back up your achievements. Show us how you've used insights to drive successful campaigns – it’ll make your application stand out.
Apply Through Our Website: Don’t forget to apply through our website! It’s the best way for us to receive your application and ensures you’re considered for the role. Plus, it shows you’re serious about joining our team at Tinder!
How to prepare for a job interview at Match Group
✨Know Your Gen Z
Dive deep into understanding Gen Z culture and dating trends. Research what resonates with this audience, and be ready to discuss how you can leverage these insights in your marketing strategies. Show that you’re not just familiar with the demographic but genuinely passionate about connecting with them.
✨Master the Brand Narrative
Prepare to articulate how you would own Tinder's brand narrative. Think about past campaigns you've led and how they align with the role's responsibilities. Be ready to share specific examples of how you’ve driven brand love and cultural relevance in previous positions.
✨Showcase Your Data Savvy
Since the role requires a blend of creativity and data literacy, come prepared with examples of how you've used data to inform your marketing decisions. Discuss any KPIs you've set and how you measured success in your previous campaigns, especially those targeting young audiences.
✨Collaborative Spirit
This position involves working closely with various teams and agencies. Highlight your experience in cross-functional collaboration and how you’ve successfully managed multiple stakeholders. Be ready to discuss how you build relationships and influence others to achieve common goals.