Responsibilities

• 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.

Requirements

• 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.

Benefits

• Unlimited PTO (with no waiting period), 10 annual Wellness Days
• Time off to volunteer and charitable donations matching
• Comprehensive health, vision, and dental coverage
• 100% 401(k) employer match up to 10%, Employee Stock Purchase Plan (ESPP)
• 100% paid parental leave (including for non-birthing parents), family forming benefits, and Milk Stork, which provides access to breast milk shipping for business travel, surrogacy, and employee relocation
• Investment in your development: mentorship through our MentorMatch program, access to 6,000+ online courses through Udemy, and an annual stipend for your professional development
• Investment in your wellness: access to mental health support via Modern Health, and Insight Timer; paid concierge medical membership, pet insurance, fitness membership subsidy, and commuter subsidy
• Free subscription to Tinder Gold