Head Of Masterbrand Strategy

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.

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We are looking for a highly skilled, inquisitive and creative mind to join the Masterbrand Strategy team as a leader. You would have the excellent opportunity to lead and execute the strategic marketing vision for the company. 

• Develop and implement a comprehensive global brand strategy and vision aligned with DiDi's overall business objectives and values.
• Lead brand positioning, messaging, and identity development to differentiate DiDi in the competitive marketplace.
• Establish brand standards, guidelines, and processes to maintain consistency, quality, and brand voice across all touchpoints
• Collaborate with internal stakeholders, including product, marketing, and communications teams, to ensure brand consistency across all touchpoints.
• Develop strategies based on market and user insights, understanding also the needs of frontline teams.
• Oversee the creation of marketing campaigns, content, and creative assets that resonate with diverse audiences.
• Manage brand budgets effectively, allocating resources to maximize brand impact and ROI.
• Monitor and analyze key performance metrics to track brand health, awareness, and perception.
• Stay abreast of industry trends, emerging technologies, and competitive landscape to identify opportunities for brand innovation.
• Lead social media and content strategy team: Develop comprehensive content strategies that align with business objectives, target audience preferences, and market trends.
• Collaborate with content creators to ensure high-quality, engaging content is produced consistently.
• Monitor and analyze content performance metrics and use data-driven insights to refine strategies and improve results.
• Team Leadership: Provide guidance, mentorship, and develop the brand and content team, fostering a collaborative and innovative work environment.

• Bachelor's degree in Marketing, Business Administration, or related field
• Proven track record of at least 8-10 years in brand building and management or marketing leadership roles..
• Strong strategic thinker with the ability to translate insights into actionable brand initiatives.
• Experience leading brand campaigns across diverse markets and cultures.
• Excellent communication and interpersonal skills, with the ability to influence and collaborate cross-functionally.
• Analytical mindset with proficiency in data analysis and measurement tools.
• Creative thinker with a passion for storytelling.
• Demonstrated leadership capabilities, including team management and development.
• Ability to thrive in a fast-paced, dynamic environment and adapt to change.
• Fluency in English.
• Knowledge of content creation and social media.

• 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.

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