Brand Strategy Manager

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.

• 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.

• 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.

The salary range for this position is $130,000 - $143,000 for New York, NY. The salary range for this position is $125,000 - $135,000 for Los Angeles, CA.

Factors such as scope and responsibilities of the position, candidate's work experience, education/training, job-related skills, internal peer equity, as well as market and business considerations may influence base pay offered. This salary will be subject to a geographic adjustment (according to a specific city and state), if an authorization is granted to work outside of the location listed in this posting.

As a full-time employee, you’ll enjoy:
Commitment to Inclusion

At Tinder, we don’t just accept difference, we celebrate it. We strive to build a workplace that reflects the rich diversity of our members around the world, and we value unique perspectives and backgrounds. Even if you don’t meet all the listed qualifications, we invite you to apply and show us how your skills could transfer. 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. Learn more here: