The Challenge
DiDi Food is scaling across Latin America and needs sharp analysts to own the install-to-first-order conversion funnel across Mexico, Colombia, Peru, and Costa Rica. You'll be the analytical backbone of the Acquisition pod, directly impacting user acquisition quality and retention at one of the world's largest mobility platforms.
Your Mission
Build and maintain weekly acquisition funnel dashboard tracking install volume, O1 conversion rate, cost per first order, and channel/cohort performance
Diagnose and document top 3 conversion drop-off opportunities by channel, cohort, city tier, and device with root cause hypotheses
Design and execute first 2-3 A/B tests for acquisition stage (onboarding flow, incentive structure, discount logic) with clean segmentation and test registry logging
Deliver first acquisition quality cohort report comparing retention rates across channels to feed Activation Lead strategy
Own O0→O1 funnel diagnostics end-to-end across all 4 markets, identifying and quantifying highest-leverage conversion improvement opportunities
Design and interpret 8+ A/B tests with statistically clean methodology, building institutional test knowledge and best practices
Produce monthly acquisition quality cohort analysis comparing channel performance vs. retention outcomes to optimize channel mix
Establish cross-functional data collaboration framework with CRM, Performance Marketing, and Supply teams; translate multi-source data into 2-3 quarterly strategic recommendations
KPIs You'll Own
Install-to-First-Order (O0→O1) Conversion Rate
Primary funnel metric tracking percentage of app installs that convert to completed first order by channel, cohort, and geography.
Cost Per First Order (CPFO)
Acquisition efficiency metric measuring marketing spend divided by first orders completed; directional signal for channel ROI.
Acquisition Quality Score (Retention by Cohort)
Post-acquisition quality metric comparing O1→O4 retention rates across channels to identify which acquisition sources drive loyal users.
Test Velocity & Statistical Power
Internal metric tracking number of A/B tests launched, time-to-significance, and proper segmentation compliance to ensure fast, clean experimentation.
Drop-off Rate by Stage & Channel
Diagnostic metric pinpointing where users exit the funnel (registration, onboarding, payment, etc.) and identifying channel-specific friction patterns.
Tools & Stack
Your Team
Your Manager
Acquisition Manager
Current Team
Acquisition Manager, Activation Lead, Performance Marketing, CRM, and Supply teams (cross-functional)
New role
The Package
Salary
$65K-$85K MXN base
Remote
On-site, Mexico City Metropolitan Area
Benefits & Perks
Company Intelligence
DiDi Global is the world's leading mobility technology platform operating across Asia-Pacific, Latin America, and Africa. Services include ride-hailing, food delivery, chauffeur, shared mobility, auto solutions, freight, and financial services. The company leverages AI and localized smart transportation innovation to solve transportation and employment challenges.
Culture
Data-driven, fast-moving, test-obsessed; expects analysts to bring diagnosis, not just dashboards.
Is This Role For You?
- You're comfortable writing multi-table SQL queries and cohort analyses independently without hand-holding
- You build hypotheses for *why* users drop off—not just reporting where they exit
- You thrive in high-volume, fast-paced environments where you own the funnel end-to-end
- You want to see your A/B test results drive real acquisition and activation decisions within weeks, not months
- You need to work remotely or hybrid—this is on-site in Mexico City only
- You're uncomfortable with SQL or expect others to pull data for you
- You prefer static reporting over hypothesis-driven diagnosis and experimentation
Interview Process
Application & Resume Screen
Review of SQL proficiency, funnel analysis experience, and A/B testing background
Technical Case Study
Likely SQL case or funnel diagnostic scenario; bring your SQL notepad ready
Cross-functional Conversation
Discussion with Acquisition Manager and possibly Activation Lead on funnel strategy and collaboration style
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.