Online Media Manager

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

We are looking for an Online Media Manager that owns the planning, supports execution, optimization and measurement of digital media campaigns across our business.

This role will translate campaign briefs and business objectives into actionable digital media plans, working closely with Channel Managers, Marketing teams, Creative teams, Analytics and our media agency.

You will be responsible for ensuring campaigns are properly planned, implemented, monitored and optimized, while turning campaign performance into clear insights and learnings that can improve future media decisions.

We are looking for someone who combines strong digital media fundamentals, is curious about integrated media planning, with analytical thinking, attention to detail and curiosity about how media contributes to marketing and business outcomes.

Role Responsibilities

Digital Media Planning

• Translate campaign briefs and marketing objectives into actionable digital media plans.
• Support the development of audience, channel, format and investment recommendations based on campaign objectives.
• Work with Senior Media Managers and Channel Managers to ensure media plans follow the overall media strategy and channel best practices.
• Integrate relevant business, market, audience and historical campaign learnings into media recommendations.
• Ensure digital media planning is connected with the broader integrated campaign and other relevant media channels.

Campaign Execution

• Coordinate campaign setup and implementation with media agencies, Channel Managers and internal stakeholders.
• Validate that audiences, formats, placements, creative assets, tracking and campaign parameters are correctly implemented before launch.
• Coordinate creative asset requirements and ensure media specifications and deadlines are met.
• Maintain visibility of campaign status, timelines, deliverables and potential execution risks.
• Ensure campaigns are launched according to the approved media strategy and plan.
• Campaign Monitoring & Optimization
• Monitor campaign performance and investment pacing throughout the campaign lifecycle.
• Identify performance opportunities and work with Channel Managers and media agencies to implement optimizations.
• Evaluate performance across audiences, placements, formats, creatives and other relevant media variables.
• Escalate performance deviations, implementation issues or opportunities that require strategic decisions.
• Support testing initiatives across audiences, creatives, formats and media tactics.

Measurement & Insights

• Track campaign performance against agreed media and marketing KPIs.
• Analyze results to understand what worked, what did not and why.
• Go beyond media delivery metrics to identify potential connections between media performance and marketing or business outcomes.
• Translate campaign results into clear insights and actionable recommendations.
• Develop post-campaign analyses and consolidate learnings that can improve future campaigns.
• Share relevant learnings across campaigns, markets and business units.

Role Qualifications

• 3-5 years of experience in digital media planning, media agencies, or similar roles.
• Hands on understanding of major digital media platforms such as Meta, Google Ads, YouTube, TikTok and programmatic media.
• Experience developing and executing digital media plans across different campaign objectives.
• Strong understanding of digital media metrics including Reach, Frequency, CPM, CPC, CTR, VTR, CPA and conversion metrics.
• Ability to analyze campaign performance and translate data into insights and recommendations.
• Experience working with campaign budgets, investment pacing and media performance reporting.
• Strong attention to detail and ability to manage multiple campaigns and stakeholders simultaneously.
• Strong communication and presentation skills.
• Comfortable working with Excel/Google Sheets and media reporting or visualization tools.
• Ability to work in a fast paced, collaborative and constantly evolving environment.
• English proficiency sufficient to collaborate with regional and global teams.

It would be a plus if you have...

• Experience working across CPG,Tech, Fintech, Streaming, DTC verticals
• Experience with app-based businesses, marketplaces, food delivery, mobility, fintech or e-commerce.
• Familiarity with Brand Lift studies, conversion studies or other media effectiveness measurement solutions.
• Experience working with first-party audiences or audience segmentation.
• Familiarity with experimentation and test-and-learn methodologies.
• Experience working across multiple markets or business units.

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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