Brand 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.

For more information, please visit: www.didiglobal.com/news

Team Overview

We are looking for a brand strategist who can own the executional layer of brand strategy , translating positioning direction into actionable creative briefs, operating the BHT , and serving as the key interface with the creative agency for material preparation. You will be a high-impact individual contributor working closely with the Brand Strategy Lead, with ownership over the tools and processes that keep the team grounded in data and aligned with the brand.

Role Responsibilities

STRATEGY & EXECUTION

• Write, version, and maintain creative briefs for all brand and service campaigns — ensuring every brief clearly translates business needs into actionable creative direction for the agency
• Run and continuously update the BHT waves: collect and process data from the Insights team, maintain dashboards, flag attribute movements, and surface trends to the team
• Independently manage small brand projects end-to-end, and contribute to larger strategic campaigns — handling timelines, stakeholder alignment, and on-time delivery
• Support 360° media strategy development — build analytical inputs and present findings to internal stakeholders
• Prepare all briefing materials, background research, and presentations the Manager takes to creative agency meetings
• Deliver structured first-round feedback on creative proposals before Manager review — evaluating against the brief, brand guidelines, and market context
• Analyze campaign performance post-launch and tie results to brand OKRs — generate learnings that feed back into strategy
• Maintain brand documentation: tone-of-voice guides, messaging frameworks, and service-specific territories across DiDi financial services

CROSS-FUNCTIONAL COLLABORATION

• Partner with business teams across DiDi financial services to deeply understand their commercial goals, OKRs, and growth priorities — translating them into brand briefs, campaign strategies, and positioning actions that actively support business results
• Maintain a regular alignment rhythm with business stakeholders — anticipate their needs, flag risks early, and ensure brand strategy is never disconnected from the business agenda
• Coordinate with the external Insights team: formulate research hypotheses, send requests, follow up on deliverables, and prepare study summaries for the Brand Strategy Manager
• Conduct competitive benchmarking — track how market-leading digital financial brands communicate across paid, owned, and earned channels; identify opportunities for differentiation
• Participate in creative agency briefing meetings alongside the Brand Strategy Manager — prepare materials and document feedback
• Cross-train with the Brand Strategy Analyst to ensure continuity during absences

Role Qualifications

• • 5–7 years of experience in brand strategy, with a mix of agency (planning/strategy) and client-side roles preferred
  • Experience in financial services, consumer apps, or regulated consumer categories is a strong plus
  • Proven ability to write clear, insightful creative briefs that translate complex product propositions into compelling creative territory
  • Hands-on experience managing BHT or similar brand measurement tools
  • Strong analytical skills — able to synthesize qualitative and quantitative data into strategic recommendations
  • Experience briefing and reviewing creative agency work, and giving constructive, actionable feedback
  • Strong project management skills — able to manage multiple campaigns simultaneously without compromising quality
  • Fluent in English and Spanish