Marketing Manager Growth & Product

Company Overview

DiDi Global Inc. is the world’s leading mobility technology platform. It offers a wide range of app-based services across markets including Asia-Pacific, Latin America and Africa, including ride hailing, taxi hailing, chauffeur, hitch and other forms of shared mobility as well as auto solutions, food delivery, intra-city freight, and financial services.

DiDi provides car owners, drivers, and delivery partners with flexible work and income opportunities. It is committed to collaborating with policymakers, the taxi industry, the automobile industry and the communities to solve the world’s transportation, environmental and employment challenges through the use of AI technology and localized smart transportation innovations. DiDi strives to create better life experiences and greater social value, by building a safe, inclusive and sustainable transportation and local services ecosystem for cities of the future.

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Team Overview

In this role, you will lead marketing growth and product strategy , connecting business ambition with brand vision through data-driven and strategic thinking. You will define clear goals and plans that drive market share growth and user value.

You will develop and scale innovative marketing initiatives , translating insights into strong brand strategies, campaigns, and messaging frameworks. With a business-driven mindset, you will use internal and external data to identify growth opportunities across product, value proposition, and market expansion.

You will turn high-level strategy into concrete execution —campaign blueprints, briefs, media inputs, and RTBs—while tracking performance across brand and business metrics to optimize impact. You will also create toolkits and playbooks to scale learnings, ensure brand consistency, and stay ahead of market and consumer trends.

Role Responsibilities

• Leading marketing growth and product strategy connecting the business ambition with the brand vision based on analytical and strategic thinking, including development of goals, approach, strategic definition and plan.
• Bring innovative marketing ideas to the table, and best in class strategic initiatives, obtaining buy-in and efficiently implementing them at scale through marketing programs.
• Business driven mindset defining strategic plans and actions to increase market share.
• Use internal and external dat a to find relevant insights that transform into effective Brand insights, campaigns and content.
• Drive research recommendations , and discussions to find sources of growth around the product, user value proposition and market expansion.
• Translate high-level strategy and positioning into concrete deliverables (campaign blueprints, messaging frameworks, value propositions, etc.)
• Develop marketing campaigns ; providing input into media plans, key messaging RTBs and strategic briefs.
• Develop campaign reporting crossing business results with brand results to find sources of growth for user value creation based on learnings and optimizations.
• Develop enablement materials (Toolkits, playbooks) to scale new developments/learnings and help drive brand consistency and market penetration.
• Remain fully informed on market trends and marketing brand campaigns.

Role Qualifications

• 6+ years of relevant experience developing marketing strategy and plan at a regional level.
• Strong stakeholder management and leadership influencing teams.
• Knowledge in product marketing, inapp campaigns and go to marketing strategies.
• Fast learner; ability to manage competing priorities and operate effectively in a matrixed organization / fast-paced environment
• Understands the “why” and applies critical thinking and strategic reasoning to decision making.
• Experience in Brand and business KPIs analysis
• Experience with in-app and 360 campaigns
• Be able to work under constant deadline pressure and manage multiple projects.
• You are fluent in English.

EEO Statement

• We create customer value – We strive to always create valuable experiences for our users in everything we do. Our focus is to always innovate new experiences that are safe, pleasant, and efficient.
• We are data-driven – We are strong believers in making informed decisions, that’s why we are data-driven. We can better navigate the business landscape strategically by analyzing valuable metrics.
• We believe in Win-win Collaboration – Success is a team sport. When we work to help our partners and colleagues win, we win, too. While keeping everyone's best interest at heart, we communicate with candor and execute with excellence in all we do.
• We believe in integrity – Integrity is at the very core of our business. We are people who always want to do the right thing. Our intentions are sincere, we speak our minds and listen to each other.
• We always strive to do better. That means venturing beyond our comfort zones, learning from our mistakes, and helping each other grow.
• We believe in Diversity and Inclusion – Diversity is one of our biggest strengths. Our differences are what makes us distinct. We respect each other and believe in equal opportunities for all.

We are committed to building inclusive and diverse teams.

At DiDi, we believe that our differences are our biggest source of strength. That‘s why we are committed to promoting equal opportunities to all candidates and employees as an Equal Opportunity Employer.

Employment and advancement decisions at DiDi are always made based on the needs of the position and the qualifications of the candidate. We do not discriminate against any employee or applicant based on their gender, age, sexual orientation, nationality, marital status, pregnancy/maternity, disability, race, religion and beliefs, or any other status protected by applicable laws wherever we operate.

We are committed to building inclusive and diverse teams, and a workplace that is free from discrimination and harassment, because that’s how we create better products and services, make better decisions and better serve the communities we’re a part of.

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