The Challenge
DiDi is the world's leading mobility platform across LATAM, Asia-Pacific, and Africa. You'll orchestrate marketing for Rides, Food, Fintech, and emerging services across Spanish-speaking markets-managing a 100+ person organization, massive media budgets, and competing stakeholder demands while building lasting brand equity.
Your Mission
Conduct comprehensive audit of current masterbrand strategy, positioning, and messaging architecture across all verticals and markets; align executive stakeholders on unified strategic direction
Map organizational structure, identify capability gaps, and establish governance model (COEs) for Brand, Media, CRM, Research, Creative, and Frontline Marketing teams
Negotiate and finalize media partnerships and vendor relationships; secure budget allocation framework across Rides, Food, Fintech for next 12 months
Launch first integrated campaign testing cross-vertical messaging and measuring lift in brand awareness, consideration, and vertical-specific growth metrics
Deliver measurable impact on business growth across all verticals through coordinated marketing; achieve or exceed growth targets for Rides, Food, and Fintech penetration in key markets
Build and operationalize scalable creative systems and full-funnel media strategies (online/offline) demonstrating clear ROI improvement vs. baseline
Establish research and insights function delivering quarterly market intelligence reports that inform strategic inputs; demonstrate usage across P&L owners
Strengthen matrixed influence: secure buy-in from vertical P&L owners on brand investments; align global and local leadership on priorities; reduce decision cycle time by 30%
KPIs You'll Own
Brand Equity Growth
Track awareness, consideration, preference, and aided/unaided brand recall across Spanish LATAM markets quarterly
Marketing ROI by Vertical
Measure revenue attribution and CAC efficiency for Rides, Food, Fintech channels; target positive ROI within 90 days of campaign launch
Media Spend Efficiency
Monitor cost-per-acquisition, ROAS, and blended CAC across online/offline channels; optimize allocation monthly
Organizational Velocity
Track campaign time-to-market, creative throughput, and decision cycle time; measure team engagement and retention
Cross-Vertical Cohesion
Assess messaging consistency, masterbrand alignment scores, and stakeholder satisfaction through quarterly surveys
Tools & Stack
Your Team
Your Manager
Likely Regional Head or Global CMO (not specified)
Current Team
100+ person organization including Brand, Media, CRM, Research, Creative, and Frontline Marketing teams across multiple countries and verticals
Backfill/expansion-unclear if direct replacement or growth hire
The Package
Salary
$280K-$380K base
Remote
On-site, Mexico City Metropolitan Area. Full-time, permanent contract.
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, taxi-hailing, chauffeur, food delivery, intra-city freight, fintech, and auto solutions. The company is committed to leveraging AI and localized smart transportation innovation to solve mobility, environmental, and employment challenges.
Culture
Mission-driven, technology-forward, and regionally attuned. High stakes, matrixed environment requiring executive influence and cultural fluency.
Is This Role For You?
- You've led 75+ person marketing teams through multi-market, multi-product complexity and delivered measurable business growth
- You excel at translating global brand strategy into locally resonant campaigns without losing coherence
- You have expert-level financial acumen: you can defend brand investment under pressure and optimize media spend allocation across competing verticals
- You thrive in matrixed organizations where influence matters more than authority; you negotiate trade-offs and build stakeholder alignment
- You need hands-on creative work or execution-this role is 100% strategy, leadership, and influence
- You lack fluency in Spanish markets or LATAM regional nuance; cultural resonance is non-negotiable here
- You prefer stability and clear hierarchies over ambiguity and constant stakeholder navigation
Interview Process
Screening call
Hiring manager (likely regional leader or global CMO) assesses CMO experience, LATAM/Spanish market knowledge, and organizational leadership scale
Strategy case study
Present analysis of DiDi's current positioning and a 90-day plan to unite Rides, Food, and Fintech marketing under a cohesive masterbrand strategy
Executive panel interview
Meet with P&L owners (vertical heads), finance, and global marketing leadership; discuss matrixed influence, budget trade-offs, and organizational design
Final interview with regional leader
Deep-dive on vision, priorities, and fit with broader regional/global strategy
Ready when you are
Interested in this role?
Apply now and hear back within days, not weeks.
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Context
About CMO roles
Chief Marketing Officers are the most senior marketing leaders in an organization. They set the marketing vision, own the brand, drive revenue through marketing, and represent the customer at the executive table.