Strategy Ads & Monetization Director

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 Senior Director of Ads & Monetization to lead the development and execution of our in-platform advertising strategy. This leader will define how advertising fits into our ecosystem, structure the necessary teams, and drive long-term revenue growth through innovative ad solutions.

The ideal candidate has experience building and scaling ad businesses within marketplaces, super apps, or digital platforms. They will work cross-functionally with different teams, Product, Sales, Engineering, Data, and Finance to create a high-performing ads organization.

Role Responsibilities

Define the Long-Term Ads Strategy:

• Develop the vision, roadmap, and monetization strategy for the in-platform advertising business.

• Align the strategy with broader company goals (user experience, partner growth, and revenue).

• Identify key ad formats (e.g., sponsored listings, display ads, promotions) and new revenue opportunities.

Drive Business & Revenue Growth:

• Own the ads P&L and set ambitious revenue targets.

• Develop pricing models, bidding strategies, and revenue-sharing frameworks.

• Work with Finance & Leadership to align ad monetization goals with company growth objectives.

Position Ads as a Growth Tool for Partners:

• Integrate advertising into the broader merchant and partner growth strategy, ensuring a key value-added service for partners.

• Align ad offerings with existing support programs, promotions, and insights tools.

• Educate partners on how ads complement organic growth strategies, making advertising a seamless and effective investment in their success as part of a 360 growth strategy.

Develop and Optimize Ad Products:

• Work with Product & Engineering to define ad placements and build scalable advertising solutions.

• Ensure ad relevance & quality to maintain a great user experience.

• Innovate with AI, personalization, and automation to optimize ad performance.

Cross-Functional Leadership & Collaboration:

• Partner with Product, Data, and Marketing teams to ensure ad solutions benefit all stakeholders.

• Educate internal teams and external advertisers on the value of the ad ecosystem.

Build & Structure the Ads Organization:

• Design the organizational structure for the ads team, including key functions:

• Ad Sales & Account Management (for advertisers)

• Ad Product & Engineering (building ad tech & solutions)

• Ad Operations & Campaign Management (execution & optimization)

• Data & Analytics for Ads (performance measurement & insights)

• Hire, mentor, and scale a high-performing ads team.

Role Qualifications

• 10+ years experience in marketplace monetization with a proven track record of building and scaling revenue models, digital advertising or ad tech.

• Strong leadership and organizational design skills, with experience structuring and growing high-performing teams in multicultural environments.

• Deep understanding of ad auction models, programmatic ads, and marketplace dynamics. Ensuring optimal monetization while maintaining a great user experience.

• Excellent stakeholder management and executive communication skills, capable of influencing cross-functional teams and aligning advertising initiatives with broader company objectives.

• Education: Bachelor degree in Business, Economics, Engineering, Actuarial/ Mathematics or related fields.

• Nice to have: MBA.

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