Senior Lifecycle Marketing Manager

Company Overview: DiDi Global Inc. is the world'sleading mobility technology platform. It offers a wide range ofapp-based services across markets including Asia-Pacific, LatinAmerica and Africa, including ride hailing, taxi hailing,chauffeur, hitch and other forms of shared mobility as well as autosolutions, food delivery, intra-city freight, and financialservices. DiDi provides car owners, drivers, and delivery partnerswith flexible work and income opportunities. It is committed tocollaborating with policymakers, the taxi industry, the automobileindustry and the communities to solve the world's transportation,environmental and employment challenges through the use of AItechnology and localized smart transportation innovations. DiDistrives to create better life experiences and greater social value,by building a safe, inclusive and sustainable transportation andlocal services ecosystem for cities of the future. For moreinformation, please visit: www.didiglobal.com/news #LI-Hybrid TeamOverview: We're looking for a strategic, results-driven SeniorLifecycle Marketing Manager to lead our Field Marketing team andwork closely with a talented Design team. In this role, you'll playa pivotal part in shaping the communication strategy across keytouchpoints within the app, with a focus on improving userengagement and boosting Click Through Rate (CTR). You will beresponsible for managing a dynamic team of Field MarketingManagers, as well as the Design team to produce creative assets,and building strong relationships with key stakeholders across theOperations Team, particularly the Growth and Engagement teams. Yourrole will be critical in ensuring alignment between teams, managingexpectations, and delivering on the marketing strategies thatsupport business initiatives. You'll be expected to balancestrategic leadership with hands-on execution, fosteringcollaboration and ensuring that the lifecycle marketing efforts arealigned with company goals. Role Responsibilities: - Leading theField Marketing Team: Overseeing the performance and development ofa team of three Field Marketing Managers responsible for day-to-daycommunication strategies and execution within the app. - Definingthe Communication Strategy: Developing and executing lifecyclemarketing 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 businessinitiatives, ensuring all design outputs are on-brand andeffectively driving user engagement. - Managing StakeholderExpectations: Building and nurturing strong relationships with keystakeholders in the Operations Team, especially the Growth andEngagement teams. Aligning marketing strategies with their goalsand managing expectations around deliverables, timelines, andperformance metrics. - Collaborating Cross-Functionally: Partneringwith product, data, and analytics teams to ensure lifecyclemarketing initiatives align with broader business goals andcustomer needs. - Optimizing the User Journey: Continuouslyanalyzing user behavior to identify opportunities for personalizedtouchpoints and new ways to engage users effectively at differentstages of their journey. - Running Data-Driven Campaigns: Usingcustomer insights, segmentation, and A/B testing to optimizelifecycle marketing campaigns and improve conversion metrics. -Tracking Performance & Reporting: Monitoring key performancemetrics (CTR, engagement, etc.) to measure campaign success,providing actionable insights and reports to leadership. -Supporting Brand Strategy: Contributing to the overall brandstrategy by ensuring lifecycle marketing campaigns align with thecompany's brand vision, reinforcing brand consistency acrosscommunication channels. - Implementing Multi-Channel Campaigns:Collaborating with brand and creative teams to integrate lifecyclemarketing campaigns into broader marketing strategies, driving userengagement and brand awareness across digital, social, andtraditional channels. Role Qualifications: - 7+ years of experiencein lifecycle marketing, preferably within a fintech, banking, SaaS,or similar tech-driven environment. - Proven track record ofmanaging cross-functional teams, particularly in a high-impactmarketing capacity. - Strong experience in field marketing,campaign management, and strategy, with a solid understanding ofthe full customer lifecycle. - Experience working with and managingexpectations of key stakeholders, particularly in cross-functionalteams such as Growth and Engagement. - Familiarity with design andcreative workflows, including experience briefing and collaboratingwith design teams to produce marketing assets. - Experiencemanaging or collaborating with data analytics teams to extractmeaningful insights that drive decision-making. - Familiarity withtools like Google Analytics, Monday, Hubspot, or similar platformsfor campaign tracking, optimization, and reporting. - A Bachelor'sDegree in Marketing, Business, Economics, Industrial Engineering ora related field; advanced degrees and certifications is a plus, andcertifications in digital marketing welcome. - Fluency in Spanishand English. Soft Skills: - Leadership & Team Management:Strong leadership skills with a passion for mentoring anddeveloping talent. Able to inspire and motivate a team whileensuring collaboration and accountability. - StakeholderManagement: Exceptional interpersonal skills with the ability tobuild strong relationships with key stakeholders, manageexpectations, and facilitate communication between cross-functionalteams. - Creative Thinker: Ability to think outside the box andcome up with innovative ways to engage users through messaging andcreative content. - Strategic Mindset: Ability to thinkstrategically about the customer journey and lifecycle whilealigning marketing efforts with overall business goals. - StrongCommunicator: Clear, concise communication skills, especially whenproviding feedback to design teams, interacting with stakeholders,or managing cross-team collaboration. - Problem Solver: Ability toidentify challenges quickly and propose solutions that optimizeboth the user experience and business outcomes. - Diversity andInclution: Passion for working in multicultural, diverse, inclusiveand matrixed organization structures. Hard Skills: - Expertise inlifecycle marketing strategy and execution, with a focus on userengagement and optimization. - Proficiency in data analysis and theability to work with analytics tools to derive actionable insights(Excel, Google Analytics, Mixpanel, etc.). - Experience in CRMtools (e.g. Monday, Hubspot) to segment audiences and createpersonalized campaigns. - Familiarity with A/B testingmethodologies and optimization tactics for improving CTR andoverall campaign performance. - Knowledge of UX/UI principles andhow they impact the effectiveness of in-app messaging and design.EEO Statement: - We create customer value – We strive to alwayscreate valuable experiences for our users in everything we do. Ourfocus is to always innovate new experiences that are safe,pleasant, and efficient. - We are data-driven – We are strongbelievers in making informed decisions, that's why we aredata-driven. We can better navigate the business landscapestrategically by analyzing valuable metrics. - We believe inWin-win Collaboration – Success is a team sport. When we work tohelp our partners and colleagues win, we win, too. While keepingeveryone's best interest at heart, we communicate with candor andexecute with excellence in all we do. - We believe in integrity –Integrity is at the very core of our business. We are people whoalways want to do the right thing. Our intentions are sincere, wespeak our minds and listen to each other. - We always strive to dobetter. That means venturing beyond our comfort zones, learningfrom our mistakes, and helping each other grow. - We believe inDiversity and Inclusion – Diversity is one of our biggeststrengths. Our differences are what makes us distinct. We respecteach other and believe in equal opportunities for all. We arecommitted to building inclusive and diverse teams. At DiDi, webelieve that our differences are our biggest source of strength.That's why we are committed to promoting equal opportunities to allcandidates and employees as an Equal Opportunity Employer.Employment and advancement decisions at DiDi are always made basedon the needs of the position and the qualifications of thecandidate. We do not discriminate against any employee or applicantbased on their gender, age, sexual orientation, nationality,marital status, pregnancy/maternity, disability, race, religion andbeliefs, or any other status protected by applicable laws whereverwe operate. We are committed to building inclusive and diverseteams, and a workplace that is free from discrimination andharassment, because that's how we create better products andservices, make better decisions and better serve the communitieswe're a part of. I acknowledge that prior to submitting thisapplication, I have read and accepted the Privacy Notice forCandidates which is available onhttps://careers.didiglobal.com/terms