Senior Lifecyle 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.

LI-Hybrid

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.
- Fami