DiDi Global is hiring a

Marketing Effectiveness Manager

DiDi Chuxing (“DiDi”) is the world’s leading mobile transportation platform. The company offers a full range of app-based transportation options for 550 million users, including Taxi, Express, Premier, Luxe, Bus, Minibus, Designated Driving, Enterprise Solutions, Bike Sharing, E-bike Sharing, Car Sharing, and food delivery. Daily rides have reached 30 million, allowing more than 31 million drivers on the DiDi platform to find flexible work and economic opportunities.
In 2017 we opened DiDi Labs, our first overseas research center, in Mountain View, California to not only be on the forefront of the most cutting-edge research and development in AI-based security and intelligent driving technologies, but also serve as the headquarters of DiDi’s international expansion. DiDi Labs offers the visibility and flexibility of a startup, with the stability of a mature company. We welcome people from all backgrounds who have the skills, passion and drive to join us in transforming the global transportation industry.

International Business Group, Marketing – Brand Effectiveness Manager / Analyst 

Ready to join the future of mobility?
 
We're looking for a Brand Marketing Effectiveness Analyst to help raise Didi’s brand profile and establish us as the new and exciting challenger in the mobility category. You will be part of the International Business Group (IBG) Marketing team and will be presented with the unique opportunity to help establish the Marketing Effectiveness function and quantify the impact of marketing on brand performance and key business metrics to inform decision marking. This is a great opportunity to join a brand that is shaping the future of mobility and one that puts performance and effectiveness above everything else.

This role reports into the Brand Marketing Awareness Lead

What you will be working on:
-Lead execution of the 360 degree IBG effectiveness strategy

-Own the analysis, reporting and optimization of all brand marketing programs with both theability and desire to optimize ROMI and sales efficiency

-Be the project owner of building the central reporting platform / dashboard and be able to bring all data sources from marketing to PR to insight to operations etc.

-Set up a real-time and standardised view of brand performance across markets with clearpath to optimisation and business growth

-Work with internal stakeholders and agency partners to build out the Econometrics and Attribution analysis- not limited to MMM, Brand Equity Models etc.

-Be able to work with the media lead and quantify the financial impact of marketing investments and cascade to country and regional teams

-Participate in building out a Marketing Investment & Planning simulator – that will help the local markets optimise their investments better and at the same time help new launch markets with the investment allocation

-Work closely with the Attribution team and input into the work already being done by them

-Participate in training of local market teams on the effectiveness framework and always sharing best practices

-Work cross-functionally and with marketing teams and BI teams across the country to help establish the systems and processes that will consistently drive our business growth

What you need to have:
-2+ years experience in working agency / client side in an analytics / effectiveness role

-Have marketing or media knowledge

-Highly analytical with a proven ability to work with data to find areas of improvement acrossa complex marketing funnel

-Comfortable working with BI tools and other related technologies; highly proficient in MS-Excel
*Experience writing complex SQL queries.
*Experience utilizing data visualization tools such as Tableau
*Bonus point: Familiarity with one or more of the following analytics tools: SAS, R, Adobe Analytics, Google Analytics.

-Time management skills and ability to handle multiple projects with competing priorities.

-Practice open and continuous communication, values keeping others informed, effectively presenting information in a clear, concise manner

-Excellent facilitation and interpersonal skills, with the ability to work across functional lines and at many levels

-Ability to think creatively, strategically and technically

-Experience working for a global brand and highly dynamic companies is a plus

-Strong written and verbal communication skills in English

Any of the below personality traits will be very helpful too:

-Be a self-starter, take initiative, and work well both independently and as part of a team.

-Calm under pressure, good understanding of people and personalities and online behaviors.

-Desire to develop stronger strategic thinking and decision making skills

-Team player and an all-round people person.

-Display accountable behaviors and values – things happen because of you.

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