Brand Director at Tinder | Powderkeg

Location: Tokyo, Japan

Employment Type: Regular

Team: Marketing

About Match Group:

At Match Group (NASDAQ: MTCH), millions of members use our products every month and our customers go on tens of thousands of dates every single day. Our reach and impact are staggering. We believe that no business brings more happiness to more people than ours; we can never forget the impact we have on society and most importantly, our community members.

About Eureka (pairs):

Pairs (ペアーズ) is Match Group’s flagship service and the leading online dating brand in Japan, used by more than 15 million people in Japan and Taiwan. Since its launch 10 years ago in 2012, we have received success stories from over 500,000 people and gave birth to 7% of married couples in Japan in 2021.

Our mission is to spark meaningful connections for every single person worldwide. In the 20+ years since we pioneered online dating, hundreds of millions of members from all ages, races, genders, sexual orientations, and backgrounds have used our apps to form meaningful connections.

Pairs (ペアーズ) is looking for a compassionate and experienced Brand Director to join the team. You will be responsible for leading all brand initiatives with the goal of increasing brand relevance and driving subscriber growth. The ideal candidate will be a passionate, creative and strategic leader with a proven track-record of building and revitalizing brands.

To be successful in this role, you should find yourself nodding in agreement with the following:

1. Brand revitalization - You get excited by the opportunity to take on a flagship brand that pioneered its category and ensure it maintains relevancy in an increasingly competitive category.

2. You're the keeper of the brand - Work with teams on positioning, right voice, visual look & feel so that emotional resonance comes through. You are a strategic leader who takes a creative approach to community based marketing, while managing and building the brand and your team.

3. Brand metrics pro - You can, and want to, engage with leadership and recommend the best metrics to measure brand success. You have experience analyzing data and research and can use that to determine KPIs for your team. You would excel in helping the whole company understand how to build a brand, measure it, and how to define metrics of success.

4. Cross-functional leader - You love collaborating with internal/external business partners across agencies, research, comms, public affairs, product and finance to make optimal decisions and successfully drive/deliver brand objectives.


  • 6+ years of direct-to-consumer brand marketing experience, preferably for a digital/app based product
  • Possess a start-up mentality; risk taker in regards to what's possible, and how to enable projects and ideas;
  • Action-oriented with a “roll up your sleeves approach”;
  • Grassroots marketing experience a plus (e.g., brand ambassador programs, influencer marketing, events);
  • In-depth knowledge of research and consumer insights;
  • You have demonstrated ability to think both strategically and creatively;
  • Flexible and open to change and new ideas;
  • Have managed a team, ad agencies and sizable marketing budget;
  • Can effectively and professionally communicate/articulate in Japanese and English, both verbally and in writing, with leaders and stakeholders.
Job Summary
  • Job Title
    Brand Director
  • Company
  • Location
    Los Angeles, CA
  • Employment Type
    Full time
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