Brand Manager

DiDi Global; Ciudad de México; Presencial; MXN 700.000 - 1.000.000; Jornada completa

Descripción de la vacante

DiDi Global is seeking a senior Brand Strategist to own the executional layer of brand strategy, translate positioning into actionable briefs, and partner with the creative agency for material prep. You will own data-driven processes and dashboards for the team, reporting to the Brand Strategy Lead.

You will collaborate with business teams across DiDi financial services, manage timelines and stakeholder alignment, and help steer campaigns from brief to delivery with strong analytical input.

Formación

• 5–7 years of experience in brand strategy in agency and client roles.
• Experience in financial services, consumer apps, or regulated categories is a plus.
• Proven ability to write clear creative briefs translating product propositions.
• Hands-on experience managing BHT or similar brand measurement tools.
• Strong analytical skills to synthesize data into strategic recommendations.

Responsabilidades

• Write, version, and maintain briefs for brand and service campaigns.
• Manage BHT waves, dashboards, and surface trends for the team.
• Lead small brand projects end-to-end and support larger campaigns.
• Support 360° media strategy with analytical inputs.
• Prepare briefing materials and research for agency meetings.
• Provide first-round feedback on creative proposals against briefs.
• Analyze campaign performance and tie results to brand OKRs.
• Maintain brand docs: tone-of-voice, messaging, territories.

Conocimientos

Brand strategy

Analytical skills

Creative briefs

Project management

BHT tool usage

Herramientas

BHT tool

Descripción del empleo

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
  
  
  
  

EEO Statement

• 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.

I acknowledge that prior to submitting this application, I have read and accepted the Privacy Notice for Candidates which is available on https://careers.didiglobal.com/terms