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Associate Director, BFF Marketing

Bumble
Full-time
On-site
US NY New York, New York, United States
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.
In your application, please feel free to note which pronouns you use (For example: she/her, he/him, they/them, etc).


We’re seeking an experienced and strategic Marketing Leader to accelerate growth and visibility for Bumble’s BFF product, with a core focus on the Gen-Z audience. This newly defined role will shape and execute integrated marketing efforts that connect product, brand, and community to build deeper engagement with users navigating friendship and connection during college and early adulthood. The role will play a pivotal part in the repositioning and relaunch of BFF, helping to define how we show up across every consumer touchpoint and making the brand culturally relevant in this space.

What You’ll Be Doing:

    • Lead the development of a 360° integrated marketing strategy to support the relaunch of Bumble BFF, with a focus on the college life stage and transition periods.
    • Translate brand and product insights into compelling, cross-channel campaigns—including digital, experiential, creative, and social—that drive awareness and adoption.
    • Partner cross-functionally with Product Marketing, Brand, Creative, and Comms to ensure alignment across messaging, positioning, and execution.
    • Serve as the marketing lead for Gen-Z audience strategy, transforming existing  awareness-driven efforts into community-focused engagement.
    • Drive creative direction and narrative for BFF with cultural fluency and insight into the modern college experience.
    • Manage and mentor a team, ensuring career growth, ownership, and strong team dynamics.
    • Collaborate with internal stakeholders across marketing, product, and comms to ensure a cohesive go-to-market approach for BFF.

Required Experience & Skills:

    • Proven experience building or relaunching community- or social-focused products and brands—ideally with a college or early life-stage audience.
    • 8+ years of experience in integrated marketing, brand strategy, or community - focused campaigns 
    • Deep, proven expertise in integrated marketing: connecting brand strategy with execution across digital, social, experiential, and creative.
    • Background in brand marketing, with a strong ability to shape messaging and positioning that resonates culturally.
    • Experience working in cross-functional environments and leading high-impact marketing campaigns.
    • Comfort operating in a fast-paced, evolving environment with autonomy and strategic ownership.
    • Experience managing direct reports and leading high-performing teams through change and growth.
    • Understanding of college life transitions, community-building behaviors, and the role of friendship in early adulthood.
    • Prior experience in tech, media, or consumer brands is a plus.

Who You Are:

    • A strategic thinker who thrives at the intersection of brand, product, and culture.
    • A strong people leader who inspires, mentors, and uplifts their team.
    • A creative problem-solver who can bring bold ideas to life with scrappy execution.
    • A connector—someone who builds strong cross-functional relationships and brings alignment across multiple teams.
    • Passionate about the power of friendship, community, and belonging, and excited to help shape how people experience those through Bumble BFF.
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 center 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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