Senior Director, BFF Marketing
US NY New YorkMarketing & Brand – Integrated Marketing /Employee - Regular/Permanent /Hybrid
Inclusion at Bumble Inc.
Bumble Inc. is an equal opportunity employer and we strongly encourage people of all ages, colour, lesbian, gay, bisexual, transgender, queer and non-binary people, veterans, parents, people with disabilities, and neurodivergent people to apply. We're happy to make any reasonable adjustments that will help you feel more confident throughout the process, please don't hesitate to let us know how we can help.
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We are seeking a bold and strategic Marketing Leader to lead the end-to-end business and marketing strategy for Bumble BFF, with a sharp focus on accelerating growth, cultural relevance, and visibility among Gen Z audiences. This newly defined Senior Director role will serve as a key driver in the repositioning and relaunch of Bumble BFF, connecting brand, product, and community through culturally relevant, insight-led campaigns and programs that elevate the role of friendship during college and early adulthood.
You will own the integrated marketing vision and execution, with a particular emphasis on building a compelling narrative around the BFF product, launching creative and community-driven campaigns, and shaping how we show up across every user touchpoint from social to product, to digital, to real life. We’re looking for a highly experienced, insight-driven leader who thrives at the intersection of brand, business, and culture.
What You’ll Be Doing:
- Own and drive the 360° integrated marketing strategy for the Bumble BFF, focused on key transition life stages especially college and early adulthood.
- Serve as the business owner of BFF marketing, bringing a commercial lens to all initiatives, and balancing brand-building with user growth.
- Translate insights into cohesive marketing campaigns that span digital, social, experiential, and creative, designed to build community, awareness, and adoption.
- Collaborate cross-functionally with Product Marketing, Brand, Creative, and Comms to ensure narrative consistency and go-to-market alignment.
- Act as the Gen Z marketing lead, ensuring cultural fluency and a deep connection to this audience through storytelling, partnerships, and activations.
- Define the brand direction for BFF and ensure it connects emotionally and authentically across all channels.
- Lead, mentor, and grow a high-performing team with clear ownership and development opportunities.
- Partner with internal stakeholders to bring strong marketing POVs to the product development process and cross-functional roadmaps.
- Analyze business performance and consumer insights to refine marketing strategies and plans; effectively manage budgets to ensure investments are driving key brand and business metrics.
Required Experience & Skills:
- 12+ years of experience in integrated marketing, brand strategy, or community-led campaigns, ideally in consumer tech, media, or social platforms.
- Proven track record of building or relaunching culturally relevant brands or products, ideally with Gen Z or early life-stage audiences.
- Expertise in translating brand and user insights into creative marketing strategies and measurable results.
- Strong experience across digital, social, experiential, and creative channels.
- Comfort operating with autonomy in a fast-paced, evolving, high-growth environment.
- Demonstrated success managing and scaling high-performing teams.
- Deep understanding of community-building behavior, friendship dynamics, and cultural moments relevant to the college audience.
- Experience partnering across product, brand, and comms to drive integrated marketing execution.
- Passionate about redefining how people form meaningful friendships and excited by the opportunity to build something from the ground up.
Who You Are:
- A commercially-minded marketer who can bridge brand strategy and business growth.
- A culturally attuned storyteller who understands how to reach Gen Z authentically.
- A strong people leader who fosters team connection, development, and purpose.
- A creative problem-solver who brings bold ideas to life and thrives in ambiguity.
- A connector and collaborator, excited to work cross-functionally to make a meaningful impact.
- Inspired by Bumble’s mission to empower healthy and kind relationships with a passion for friendship, belonging, and community.
$198,000 - $249,000 a year
About Us
Bumble Inc. is the parent company of Bumble, Badoo, Bumble For Friends, and Geneva. The Bumble platform enables people to build healthy and equitable relationships, through Kind Connections. Founded by Whitney Wolfe Herd in 2014, Bumble was one of the first dating apps built with women at the centre and connects people across dating (Bumble Date), friendship (Bumble For Friends) and professional networking (Bumble Bizz). Badoo, which was founded in 2006, is one of the pioneers of web and mobile dating products. Bumble For Friends is a friendship app where people in all stages of life can meet people nearby and create meaningful platonic connections. Geneva is a group and community app for people to connect based on shared interests.
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