Brand 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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We are looking for a Brand Manager who helps drive the growth of our Credit Brands by developing business-driven initiatives that positively impact brand building. This role will be responsible for leading the strategy and execution of brand activities that help shift users' perceptions and improve core metrics for the brand and business. The ideal candidates have proven experience generating growth-driven strategies for memorable brands, ideally in the financial sector. 

Key Responsibilities:

• Drive brand building in a highly competitive category through strengthening our brand positioning.


• Develop marketing strategies, plans, and actions that consider business priorities, user needs, cultural growth opportunities, and long-term vision.


• Generate briefs and strategies that connect business ambitions with brand perspective in unified and consistent initiatives.


• Own and guide marketing campaign development through creative and media judgment and collaboration as well as ensuring correct execution across offline and online touchpoints (Social Media, Influencers, TV, OOH, In-store materials, partnerships, etc) and time.


• Identify opportunities or business and brand problems through user insights and cultural understanding.


• Collaborate with specialized teams in brand health tracking, reporting for brand results, and insights generation.


• Manage brand budget to ensure activity, plans, and goals are met accordingly.


• Add value and collaborate with a high-standard marketing team.

Strategy, Execution

• Can elaborate clear, simple yet impactful plans and strategies that can turn into memorable actions.


• Has experience guiding marketing campaigns and actions from start to end while ensuring a high-quality execution.


• Is always evolving by taking learning and results into account and applying them to improve future actions.

User and Cultural Relevance

• Knows how to take into account user insights, needs, and barriers in the proposal of each action to drive relevance.


• Looks to generate marketing actions that connect with the culture and everyday lives of our target.


• Has experience and desire to build memorable brands that stand out.

Cross-functional Collaboration

• Work closely with masterbrand, field marketing, and social media marketing teams to ensure a consistent brand message is aligned and being executed across different comms touchpoints and efforts.


• Work closely with operations, product, and legal teams to ensure business values and priorities are met, as well as comply with regulatory standards.

• Bachelor’s degree in Marketing, Communications, or related field.


• 8+ years of experience managing social media in a fast-paced or regulated industry; experience in fintech or financial services preferred.


• Business, data, and a user-driven mindset. 


• Strategic, creative, and critical thinking to solve challenges and problems through scalable ideas.


• Understanding of financial concepts, landscape, and cultural context in Mexico.


• Experience working with research, creative, media, and production agencies.


• Familiarity with legal/compliance constraints in the financial sector.


• Proactive, collaborative, and adaptable to change with a strong sense of ownership.


• Comfortable managing multiple campaigns and deadlines simultaneously.


• Interest in credit products (credit card, personal cash loans, and buy now pay later)

• 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.

I acknowledge that prior to submitting this application, I have read and accepted the Privacy Notice for Candidates which is available on https://careers.didiglobal.com/terms