CRM Marketing Lead

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. As the Head of Marketing / CMO for Spanish LATAM, you will lead a large, multi-country, and multi-vertical marketing organization. You are responsible for translating DiDi’s business ambitions into culturally resonant and commercially effective marketing strategies at scale across the region. This role requires a unique blend of strategic altitude, operational precision, and cultural leadership to manage high-stakes investments and complex stakeholder environments. Drive overall business growth through integrated marketing efforts across Rides, Food, Fintech, and emerging businesses. Team Management: Lead a cross-functional organization of over 100 talents, including teams specialized in Brand, Media, CRM, Research, Creative, and Frontline Marketing. Build and maintain scalable frameworks (COEs) and governance models to ensure process efficiency and budget control. Investment & Partnership Management: Oversee high-stakes media negotiations and large-scale investment allocations, balancing short-term performance with long-term brand equity. Operate within a matrixed organization to influence P&L owners, align global and local leadership, and manage high-stakes vendor relationships. Masterbrand & CRM: Oversee long-term equity strategy and cross-business CRM governance. Creative & Media: Lead the development of scalable creative systems and full-funnel media strategies (online and offline) to maximize ROI. Frontline Marketing: Align vertical-specific growth strategies (Rides, Food, Fintech) with the masterbrand to maintain a cohesive value proposition. Strategic Planning: Ability to connect company ambition with cultural context and business outcomes. Financial Acumen: Expert judgment in investment allocation across multiple verticals and the ability to defend brand investment under pressure. local structures and managing agency vs. Ability to integrate emerging technologies, such as AI, into marketing workflows meaningfully. Strong track record in talent calibration and setting a high‑performance organizational culture. We are data‑driven – We are strong believers in making informed decisions, that’s why we are data‑driven.