Lifecycle Comms 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.

For more information, please visit: www.didiglobal.com/news

Team Overview

We are looking for a Lifecycle Comms Marketing to drive customer engagement, retention, and growth through data-driven credit card lifecycle marketing campaigns. This role will be at the center of our customer marketing strategy, ensuring we deliver personalized, timely, and effective communications across multiple touchpoints.

Beyond CRM, this role will also lead social media listening efforts, ensuring we capture valuable customer insights to enhance our brand positioning and communication strategies. This requires a combination of strategic thinking, technical expertise, and strong cross-functional collaboration to drive business impact.

Role Responsibilities

• Executing and optimizing CRM campaigns across email, push, SMS, and in-app notifications.
• Developing and implementing A/B and multivariate tests to improve engagement, conversion, and retention.
• Mapping customer journeys and automate lifecycle marketing efforts to drive key user actions.
• Analyze and refine CRM channels to ensure the right message reaches the right user at the right time.
• Leverage segmentation and personalization to create targeted, data-driven marketing strategies.
• Track campaign performance and deliver insights to improve activation, retention, and revenue growth.
• Monitor brand sentiment and customer feedback through social media listening, collaborating with Social Media, Marketing, and Branding teams.
• Work cross-functionally to develop 360° marketing campaigns, integrating internal and external communication channels.
• Collaborate with technical teams to optimize the use of marketing automation platforms like Braze or Silver.

Role Qualifications

• A strong background in CRM marketing, lifecycle management, and customer engagement strategies.
• Hands-on experience with marketing automation platforms and campaign execution.
• A data-driven mindset with experience in A/B testing, segmentation, and analytics.
• Technical expertise in query building and data analysis (SQL, R, or similar tools preferred).
• A deep understanding of branding and communication strategies, with the ability to turn insights into action.
• Excellent cross-functional collaboration skills to work with product, marketing, and branding teams.

This role requires a balance of strategy, technical skills, and creative execution to maximize the impact of our CRM and marketing efforts while enhancing customer relationships and engagement.

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.