Senior Lifecycle Marketing 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.

Team Overview

We’re looking for a strategic, results-driven Senior Lifecycle Marketing Manager to lead our Field Marketing team and work closely with a talented Design team. In this role, you’ll play a pivotal part in shaping the communication strategy across key touchpoints within the app, with a focus on improving user engagement and boosting Click Through Rate (CTR). You will be responsible for managing a dynamic team of Field Marketing Managers, as well as the Design team to produce creative assets, and building strong relationships with key stakeholders across the Operations Team, particularly the Growth and Engagement teams.

Your role will be critical in ensuring alignment between teams, managing expectations, and delivering on the marketing strategies that support business initiatives. You’ll be expected to balance strategic leadership with hands-on execution, fostering collaboration and ensuring that the lifecycle marketing efforts are aligned with company goals.

Role Responsibilities

• Leading the Field Marketing Team: Overseeing the performance and development of a team of three Field Marketing Managers responsible for day-to-day communication strategies and execution within the app.
• Defining the Communication Strategy: Developing and executing lifecycle marketing strategies focused on driving user engagement, retention, and improving Click-Through Rates (CTR).
• Leading the Design Team: Managing and guiding the Design Team in creating in-app messaging, push notifications, and other creative assets. Providing direction, feedback, and alignment with lifecycle marketing goals and business initiatives, ensuring all design outputs are on-brand and effectively driving user engagement.
• Managing Stakeholder Expectations: Building and nurturing strong relationships with key stakeholders in the Operations Team, especially the Growth and Engagement teams. Aligning marketing strategies with their goals and managing expectations around deliverables, timelines, and performance metrics.
• Collaborating Cross-Functionally: Partnering with product, data, and analytics teams to ensure lifecycle marketing initiatives align with broader business goals and customer needs.
• Optimizing the User Journey: Continuously analyzing user behavior to identify opportunities for personalized touchpoints and new ways to engage users effectively at different stages of their journey.
• Running Data-Driven Campaigns: Using customer insights, segmentation, and A/B testing to optimize lifecycle marketing campaigns and improve conversion metrics.
• Tracking Performance & Reporting: Monitoring key performance metrics (CTR, engagement, etc.) to measure campaign success, providing actionable insights and reports to leadership.
• Supporting Brand Strategy: Contributing to the overall brand strategy by ensuring lifecycle marketing campaigns align with the company’s brand vision, reinforcing brand consistency across communication channels.
• Implementing Multi-Channel Campaigns: Collaborating with brand and creative teams to integrate lifecycle marketing campaigns into broader marketing strategies, driving user engagement and brand awareness across digital, social, and traditional channels.

Role Qualifications

• 7+ years of experience in lifecycle marketing, preferably within a fintech, banking, SaaS, or similar tech-driven environment.
• Proven track record of managing cross-functional teams, particularly in a high-impact marketing capacity.
• Strong experience in field marketing, campaign management, and strategy, with a solid understanding of the full customer lifecycle.
• Experience working with and managing expectations of key stakeholders, particularly in cross-functional teams such as Growth and Engagement.
• Familiarity with design and creative workflows, including experience briefing and collaborating with design teams to produce marketing assets.
• Experience managing or collaborating with data analytics teams to extract meaningful insights that drive decision-making.
• Familiarity with tools like Google Analytics, Monday, Hubspot, or similar platforms for campaign tracking, optimization, and reporting.
• A Bachelor's Degree in Marketing, Business, Economics, Industrial Engineering or a related field; advanced degrees and certifications is a plus, and certifications in digital marketing welcome.
• Fluency in Spanish and English.

Soft Skills

• Leadership & Team Management: Strong leadership skills with a passion for mentoring and developing talent. Able to inspire and motivate a team while ensuring collaboration and accountability.
• Stakeholder Management: Exceptional interpersonal skills with the ability to build strong relationships with key stakeholders, manage expectations, and facilitate communication between cross-functional teams.
• Creative Thinker: Ability to think outside the box and come up with innovative ways to engage users through messaging and creative content.
• Strategic Mindset: Ability to think strategically about the customer journey and lifecycle while aligning marketing efforts with overall business goals.
• Strong Communicator: Clear, concise communication skills, especially when providing feedback to design teams, interacting with stakeholders, or managing cross-team collaboration.
• Problem Solver: Ability to identify challenges quickly and propose solutions that optimize both the user experience and business outcomes.
• Diversity and Inclusion: Passion for working in multicultural, diverse, inclusive and matrixed organization structures.

Hard Skills

• Expertise in lifecycle marketing strategy and execution, with a focus on user engagement and optimization.
• Proficiency in data analysis and the ability to work with analytics tools to derive actionable insights (Excel, Google Analytics, Mixpanel, etc.).
• Experience in CRM tools (e.g. Monday, Hubspot) to segment audiences and create personalized campaigns.
• Familiarity with A/B testing methodologies and optimization tactics for improving CTR and overall campaign performance.
• Knowledge of UX/UI principles and how they impact the effectiveness of in-app messaging and design.

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.

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