Senior Marketing Manager

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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This is a new role within the marketing team that reports directly into the Head of Marketing for ANZ. On a day-to-day basis, the successful candidate will play a critical role in supporting the development of brand strategy, as well as the planning and execution of integrated marketing campaigns that continue to grow DiDi's market share and brand affinity in market. This role has become a priority within the business as a result of an increased focus and investment into brand marketing in 2024 and beyond.

Over and above this, we think our greatest competitive advantage at DiDi is our people. We believe that the investment we make into recruitment, training, development, and professional growth will be what makes our marketing truly exceptional. With this in mind, this position will play a key role, in partnership with senior stakeholders from other business units, to continue foster an inclusive, cohesive, and collaborative culture where everybody feels valued and respected.

Marketing planning. Get the insights, set the marketing OKR’s, define strategy in co-operation with the Head of Marketing, create a plan of execution, and execute. Share results with the business inclusive of learnings that can be adopted moving forwards

Supplier management. Establish and lead the portfolio of critical marketing suppliers. This could include selection/procurement, negotiation, objective setting, evaluation & ongoing management. At DiDi we see our suppliers as an extension of our business, and so it is critical we maintain a culture of trust, respect, and collaboration with our partners in order to deliver the best output.

Paid media planning & execution. Together with Head of Marketing, develop the brand’s media strategy, audience definition, and integrated media plans for across all media channels. This includes channel selection, investment, and tracking and reporting of campaign performance

Brand and Marketing Partnerships. Identify and explore marketing partnership opportunities that further enhance brand perception and provide consumer proof-points to support brand positioning (i.e. create value for consumer). Collaborate with commericial partnership team on opportunities where relevant

Creative asset development & optimization. Together with wider marketing team and agency partners, develop creative assets required to support all external marketing communications activities across both paid and owned channels

Measurement & Performance Optimization. Using existing capabilities ensures measurement is put in place for all campaigns, partnerships, sponsorships, social media, events, and other marketing efforts. Use this reporting to optimize and adapt in real-time.

Team Leadership. Support in the leadership and development of a team of local marketing specialists providing coaching, mentoring, and performance management.

Marketing Operations & Brand Protection. Ensure all marketing operations policies and procedures are followed and that budgets are managed within agreed limits and plans. Ensure consistent application of DiDi brand guidelines in creative across visuals, copy, tone of voice and distinctive brand assets in all consumer-facing communication

Stakeholder Management. Manage and work with different stakeholders in order to set campaigns, budgets, and projects along the region. Collaborate with internal stakeholders to deliver integrated marketing solutions that are coherent across all stages of the consumer journey

It is important that the successful candidate has experience in a corporate structure and can demonstrate proven performance in working in an integrated marketing team and leading the delivery of complex marketing plans and campaigns across different stages of the consumer journey. 

This person also requires the technical skills to develop and communicate a brand strategy and be able to demonstrate how this translates to campaign execution – with a particular focus on paid media implementation, social media channels and influencers, and marketing partnerships.

Suggested criteria for applying: 

• 5-8 years of experience in marketing, creative and/or media roles
• Proven experience in working across multiple marketing channels, with paid media experience a mandatory
• Demonstrate strategic capability and the ability to effectively influence stakeholders across an organisation
• Strong reputation as a collaborative partner, particularly with third party/external suppliers
• Experience in creative development and process across a mix of small and larger marketing campaigns
• Ability to make data-driven decisions, as well as a capability to review, optimise, and apply learnings to drive decision-making
• Experience in working with or for a global brand is an advantage, as is experience working within a dynamic tech company (but not mandated)
• Strong written and verbal skills

Desired character traits:

• Possess the ambition to develop a fulfilling career at DiDi with a drive to be one of the world’s most effective marketers.
• Integrity, honesty, and upholding DiDi values
• Be a self-starter, take initiative, and work well both independently and as part of a team.
• Must have a focus on others and be motivated by helping others and the company to grow.
• Work under pressure, a good understanding of people and personalities, and online behaviours.
• Strong problem-solving, analytical, and organizational skills.
• Team player and an all-round people person.
• Display accountable behaviours and values – things happen because of you.

• 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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