The Challenge
inDrive is redefining ride-hailing as a fair, people-first platform across Latin America. You'll lead end-to-end marketing strategy across 4 countries, owning passenger acquisition, retention, and brand positioning—reporting directly to regional leadership.
Your Mission
Audit current marketing stack, performance metrics, and team structure across Mexico, Brazil, Chile, and Central America; identify quick wins and strategic gaps
Define and align regional marketing strategy with clear business KPIs (CAC, LTV, retention, brand lift) by collaborating with Product, Ops, and Analytics
Build and mobilize your core leadership team; hire or realign top performers to support multi-market execution
Launch one high-impact campaign per market (passenger acquisition or brand) to establish credibility and prove regional approach
Scale paid acquisition (mobile-first channels: ASO, UA, social, partnerships) with measurable CAC reduction and ROAS targets across all markets
Develop and launch local brand positioning framework ensuring consistency with cultural relevance; track brand awareness and consideration lift
Establish marketing ops cadence: monthly business reviews, weekly performance dashboards, and experimentation roadmap with Product
Mentor and develop 2–3 senior leaders into autonomous market heads; document playbooks and best practices for repeatability
KPIs You'll Own
Customer Acquisition Cost (CAC)
Cost per new passenger acquired across paid and organic channels; track by market, channel, and cohort.
Lifetime Value (LTV) and LTV:CAC Ratio
Revenue per passenger lifetime; aim for 3:1 ratio minimum to ensure sustainable growth economics.
Passenger Retention Rate (Month 1, 3, 6, 12)
% of cohorts retained; critical to offset acquisition spend and build network effects.
Brand Awareness & Consideration
Unaided awareness and intent to use inDrive; track quarterly via regional brand lift studies.
Marketing Efficiency Ratio (MER)
Revenue attributed to marketing divided by total marketing spend; target >3:1 at scale.
Tools & Stack
Your Team
Your Manager
Regional VP or Chief Marketing Officer (implied)
Current Team
Unknown current headcount; likely small team you'll need to build/expand across 4 countries
New leadership hire; significant team build expected
The Package
Salary
$120K-$180K USD base
Remote
On-site in Mexico City; multi-market travel required (Mexico, Brazil, Chile, Central America)
Benefits & Perks
Company Intelligence
inDrive is a global ride-hailing platform challenging Uber's dominance by positioning itself as fair and people-first. Operating in multiple countries with strong presence in Latin America, Africa, and Asia, inDrive leverages technology and local partnerships to disrupt traditional mobility.
Customers
Millions of drivers and passengers across emerging markets
Culture
Entrepreneurial, data-driven, collaborative; values ownership and innovation
Is This Role For You?
- You've scaled B2C acquisition in multicultural, competitive markets and can tie marketing spend to revenue impact
- You thrive in matrix environments—comfortable leading without direct authority and influencing cross-functional teams (Product, Ops, Analytics)
- You're fluent in English and Spanish and excited by the Latin America opportunity (emerging markets, unique user behaviors, high growth potential)
- You've built and mentored senior marketing teams; you think like a founder, not an executor
- You're comfortable with ambiguity—this is a blank canvas role requiring strategy + execution in parallel
- You're purely brand or corporate marketing focused—this role demands hands-on growth hacking, CAC/LTV rigor, and performance accountability
- You need a fully remote setup or won't relocate to Mexico City; on-site presence is non-negotiable for this leadership role
- You lack fluency in Spanish or have no experience in emerging markets / high-growth tech; regional nuance is critical here
Interview Process
Initial Screening
Conversation with HR/Recruiter on motivation, background, and regional experience
Case Study / Strategy Deep Dive
Present a marketing strategy proposal for one inDrive market (Mexico, Brazil, or Chile); focus on acquisition, retention, and brand positioning
Leadership & Team Building Interview
Discuss team building philosophy, stakeholder management, and how you've developed senior leaders
C-Level / Regional Leadership Panel
Meet with VP/CMO to align on vision, discuss challenges, and assess fit for high-impact role
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.