Director of Culture Marketing

About the role

Bumble's ability to win with the next generation of daters depends on our ability to be culturally relevant—anticipating culture and translating those insights into meaningful business decisions. We are seeking a Director of Culture Marketing to help Bumble become one of the most culturally connected brands for Gen Z. This person will serve as our internal authority on emerging culture, trends, behaviors, creators, communities, and conversations that matter to Gen Z. They will ensure our brand, product, partnerships, content, and experiences feel current, relevant, and ahead of where culture is going.

The role’s primary responsibility is transforming cultural insights into actionable strategies and marketing plans that influence brand, marketing, partnerships, product innovation, and audience growth. This highly strategic and influential role partners closely with Marketing, Product, Communications, Partnerships, Brand, and Executive Leadership to ensure Bumble remains relevant, differentiated, and ahead of cultural change.

Responsibilities

• Be Bumble's expert on Gen Z culture—continuously identifying emerging trends, creators, brands, communities, platforms, and cultural moments that shape how young people connect, date, and socialize.
• Develop and lead Bumble's cultural marketing strategy, ensuring the brand stays culturally relevant and participates authentically in conversations that matter most to Gen Z.
• Lead Bumble's celebrity, talent, influencer, and creator strategy, partnering with agencies (including UTA) to identify, negotiate, and manage talent partnerships that strengthen Bumble's cultural relevance.
• Build and scale Bumble's creator ecosystem, leading our macro and micro creator strategy to drive awareness, engagement, and authentic conversation around dating on Bumble.
• Partner closely with Social, Brand, PR, Creative, Partnerships, Product Marketing, and Integrated Marketing teams to ensure campaigns, content, partnerships, and owned social channels reflect emerging cultural trends and Gen Z behaviors.
• Act as the organization's cultural advisor, regularly sharing insights, trend reports, and recommendations with leadership and helping teams identify opportunities to better connect with younger audiences.
• Partner with Product to bring cultural insights into product strategy, ensuring Bumble's product experiences evolve alongside changing dating behaviors and expectations.

Ideal Background

We are less concerned with a traditional career path and more interested in finding someone who has demonstrated an exceptional ability to understand, predict, and influence culture. Potential backgrounds may include:

• Working at top culturally relevant brands (e.g., Rhodes).
• Social media and creator ecosystems.
• Creative agencies.
• Entertainment, media, music, fashion, or lifestyle brands.

Qualifications

The ideal candidate:

• Has a deep and intuitive understanding of Gen Z culture.
• Combines deep cultural intuition with strategic business thinking.
• Is naturally curious and deeply immersed in digital culture.
• Has strong instincts for what feels relevant, authentic, and influential.
• Is equally comfortable advising executives and collaborating with creative teams.
• Can translate observations into actionable business recommendations.
• Has a strong point of view and is willing to challenge conventional thinking.
• Possesses an extensive network across creators, cultural influencers, emerging communities, and trendsetters.
• Understands how culture influences consumer behavior, brand perception, and product adoption.

Success in This Role

Within 12 months, this person will have:

• Established Bumble as a culturally relevant brand by identifying and activating talent, creators, partnerships, and cultural moments that kept Bumble at the center of conversations with Gen Z.
• Built a high-performing creator ecosystem of culturally relevant macro and micro creators consistently creating authentic content that strengthened Bumble's awareness, relevance, and engagement.
• Delivered high-impact celebrity, talent, and brand partnerships that helped Bumble cut through culture and connect with Gen Z in meaningful ways.
• Embedded cultural insights across the organization, becoming the go-to advisor for Marketing, Product, Partnerships, PR, Social, and Leadership on emerging trends, creators, and cultural opportunities.
• Helped shape campaigns, product experiences, and partnerships so they consistently reflected Gen Z behaviors, interests, and culture.
• Built a sustainable culture intelligence network that continuously surfaces emerging trends, creators, and opportunities, enabling Bumble to stay ahead of culture rather than react to it.

About Us

Bumble Inc. is the parent company of Bumble Date, BFF, and Badoo. 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 center and connects people across dating (Bumble Date) and friendship (BFF). BFF is a friendship app where people in all stages of life can meet people nearby and create meaningful platonic connections and community based on shared interests. Badoo, founded in 2006, is one of the pioneers of web and mobile dating products.

AI Fluency

AI is important to us. We’re excited by people who are curious and experimental, and who think thoughtfully about how AI can amplify their impact and outcomes. We encourage you to use AI responsibly as you prepare your application. Please don’t use it to fabricate experiences or answer questions live in interviews. We care deeply about authenticity and want to understand your real skills, judgment, and voice, because building a meaningful, genuine connection with you matters to us.

Benefits

• Insurance: Medical, dental, and vision, with 30-day eligibility.
• Unlimited PTO + 1 company-wide week off + Focus Fridays every week.
• Fully paid life and long-term disability insurance.
• 401k with 4% company match if you contribute 6%, 90-day eligibility.
• Monthly wellness benefit and access to Noom, Unmind, and Your Money Line.
• Maternity and Fertility benefit + 26 weeks paid parental leave.
• Premium app access.