Senior Campaign Marketing Manager

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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The Regional Operations Team serves as the strategic brain behind local market performance, fully accountable for business outcomes in each region. We focus on understanding the dynamics of local merchants, realizing user growth, and coordinating delivery services to ensure seamless operations.

With a results-driven mindset and a strong emphasis on cross-functional collaboration, the team drives merchant growth and engagement, refines the user journey, and works closely with delivery partners to improve service quality.

At the same time, the team also drives user operations, focusing on acquisition, retention, and engagement through data insights, incentive design, and in-app campaign optimization, continuously enhancing user experience and loyalty.

We don't just operate — we manage and grow the local market with precision and purpose.

The Campaign Marketing team is the strategic growth engine of our platform, responsible for shaping and executing high-impact initiatives that drive user acquisition, retention, and business growth. As a Senior Campaign Marketing Manager, you will own the end-to-end strategy and execution of platform-wide campaigns, leveraging cross-functional leadership, data-driven insights, and innovative growth levers to deliver measurable business impact.

Key Responsibilities

• Define and own the campaign growth strategy: Develop mid- to long-term campaign frameworks and user lifecycle marketing strategies that align with company growth goals, optimizing for GMV, retention, and user LTV.
• Lead end-to-end integrated campaigns across seasonal, category, and thematic opportunities, driving new user growth, repeat purchase, and user reactivation at scale.
• Shape platform pricing and promotion strategies, partnering with Product, Marketing, and Commercial teams to design sustainable growth mechanisms and improve campaign ROI.
• Leverage multi-channel growth levers (in-app messaging, push notifications, CRM automation, paid channels, and ecosystem partnerships) to build high-performance campaigns that scale.
• Establish and track key growth KPIs across acquisition, engagement, retention, and monetization, building dashboards and frameworks to continuously measure and optimize impact.
• Lead experimentation and innovation by designing and scaling growth experiments, rapidly iterating on learnings, and embedding successful mechanisms into long-term strategy.
• Influence senior stakeholders and cross-functional decision-making, presenting insights and recommendations that shape product roadmap, commercial planning, and platform growth initiatives.
• Mentor and empower junior marketers, establishing best practices, scalable processes, and a culture of data-driven decision-making within the team.

• 6+ years of experience in growth marketing, campaign strategy, or user lifecycle operations within leading internet, e-commerce, or on-demand platforms.
• Proven track record of designing and scaling high-impact marketing campaigns that materially improve GMV, user retention, or LTV.
• Strong strategic thinking and problem-solving skills, with the ability to translate data and insights into actionable growth strategies.
• Advanced analytical skills; proficiency in SQL and marketing analytics tools preferred.
• Deep familiarity with CRM, automation, and in-app engagement platforms, with experience orchestrating multi-channel campaigns at scale.
• Exceptional leadership and stakeholder management skills; capable of driving alignment across product, marketing, commercial, and operations teams.
• Fluent in English (working language); additional languages a plus.

• 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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