Tinder APAC VP of comms Papri Dev departs after five years

Papri Dev (pictured) has stepped down as vice president of communications for APAC at Tinder after five years with the dating app and its parent company, Match Group. 

Dev, who was Tinder’s first employee in Singapore, played a key role in shaping the brand’s reputation across the region. During her tenure, she built the communications team and agency network, and led integrated comms and marketing programmes, Dev told MARKETING-INTERACTIVE.

She also strengthened Tinder’s brand equity in markets including Japan, Korea, ANZ, Southeast Asia and South Asia.

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Among the highlights of her time at Tinder were purpose-driven campaigns such as "School of Swipe", which launched in multiple languages across APAC and has since expanded globally, and Tinder’s multi-language "Dating safety guide", offering resources on topics such as consent for parents and young adults.

Dev also led initiatives such as "Let’s talk gender" in Japan, aimed at educating audiences on gender identity beyond the binary, and APAC’s first online dating report Dating in APAC.

Prior to joining Tinder, Dev was at Zeno Group for over six years, taking on the roles of chief client officer, managing director of client strategy and regional operations, as well as managing director of India. 

Speaking to her time at Tinder, Dev said "My focus has always been to create purpose-led campaigns based on deep audience insight and to tackle real challenges that actually impact our consumers. That to me is the definition of authentic brand building and storytelling."

“APAC is such a diverse canvas with huge potential and talent, and we need experienced voices to champion that every day in every way possible. I see myself as an ambassador on the global stage for the same," she added. 

Following her departure, Dev is working on independent international advisory projects and exploring how AI can support brand building.

Dev's exit comes on the heels of Tinder CEO Faye Iosotaluno's recent announcement. In a LinkedIn post, the CEO announced that she would be stepping down from the role in July after almost eight years with the dating app and Match Group. 

The outgoing chief led growth and strategy across the portfolio through expansion, acquisitions and new partnerships. She also helped redefine the brand through its marketing, friend-forward features and the integration of AI into recommendations. 

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