The Challenge
inDrive is disrupting ride-hailing globally and needs a battle-tested marketing leader to own passenger acquisition and retention in Mexico. You'll build and lead a matrix team while executing a full growth playbook in one of Latin America's most competitive markets.
Your Mission
Map current passenger acquisition funnel, identify top 3 leakage points, and launch optimization tests on highest-impact channels
Establish baseline KPIs for passenger acquisition cost, retention rate, and lifetime value across user cohorts
Audit competitive positioning and develop localized brand positioning framework aligned with global guidelines
Conduct market and audience research to inform Q2-Q3 campaign strategy and creative direction
Reduce passenger CAC by 15-20% through optimized media mix and retention program launch
Execute and scale 3-5 successful growth hacking initiatives with measurable impact on acquisition or retention
Build and onboard high-performing marketing team; establish clear OKRs and reporting cadence
Deliver complete annual marketing plan with quarterly milestones, budget allocation, and 6-month performance review
KPIs You'll Own
Passenger Acquisition Cost (CAC)
Cost to acquire one paying passenger; primary lever for marketing efficiency.
Passenger Retention Rate
Percentage of acquired passengers who make a repeat ride within 30/60/90 days.
Customer Lifetime Value (LTV)
Total revenue per passenger over their lifetime with inDrive Mexico.
Marketing Mix Performance
ROI by channel (digital, media, brand, partnerships) to optimize budget allocation.
Monthly Active Passengers
Growth rate and cohort retention trends to track market penetration.
Tools & Stack
Your Team
Your Manager
Head of Corporate Marketing or Country Director (assumed)
Current Team
Multi-functional marketing team (size TBD); matrix reporting with Business Development, Marketplace Efficiency, Driver Operations, and Product teams
New lead role or potential backfill; team composition to be finalized
The Package
Salary
$80K-$120K base
Remote
On-site, Mexico City
Benefits & Perks
Company Intelligence
inDrive is a global ride-hailing platform competing against Uber with a focus on fair pricing and driver-friendly operations. They operate across multiple countries and are scaling aggressively in Latin America.
Culture
Collaborative, supportive, flat hierarchy that encourages new ideas and perspectives.
Is This Role For You?
- You've led growth marketing in a mobile-first B2C business (ride-hailing, delivery, fintech preferred)
- You thrive managing matrix teams and influencing without authority across multiple stakeholders
- You're obsessed with data, testing, and incrementally optimizing CAC and retention metrics
- You speak fluent English and Spanish and understand Mexican market nuances
- You want P&L ownership and the autonomy to build a marketing function from the ground up
- You've only worked in B2B marketing or traditional brand-first roles—this needs hands-on growth expertise
- You need remote work or flexibility; this is 100% on-site in Mexico City
- You're not comfortable with ambiguity, rapid iteration, or working in a fast-paced startup environment
- You lack fluency in Spanish or have no experience in Latin American markets
Interview Process
Initial Screen
Recruiter phone call on background, motivation, and key growth wins (30 min)
Marketing Director Interview
Deep dive on strategy, team leadership, and approach to passenger acquisition and retention (45 min)
Case Study / Growth Test
Real or hypothetical market challenge in Mexico; present a 90-day growth plan with KPIs and media mix recommendations
Cross-functional Panel
Meet with Business Development, Product, and/or Country Leadership to assess alignment and collaboration fit (60 min)
Final Conversation
Senior leadership chat on vision, culture fit, and logistics (30 min)
Interested in this role?
Apply now and hear back within days, not weeks.
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About Growth Marketing Roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.